Rotman School of Management

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Spike W. S. Lee

Spike Lee

    Spike W. S. Lee

    Assistant Professor of Marketing

    Degrees: 2012 PhD, Social Psychology, University of Michigan. Chair: Norbert Schwarz.
    “Psychological consequences of embodied and metaphorical thinking:
    Empirical properties, theoretical implications, and future directions.”

    2010 MS, Social Psychology, University of Michigan. Advisor: Norbert Schwarz.
    “Clean your dirty mouth—No, not your hands: Modality-specific
    embodiment of the morality-hygiene metaphor.”

    2007 BSSc, Psychology, First-Class Honors, Chinese University of Hong Kong.
    Advisor: Michael Harris Bond. “Language as a culture-prime: Situated
    cognition and motivation effects on the self.”


    Spike W. S. Lee is an Assistant Professor of Marketing at the University of Toronto. He is interested in the embodied and metaphorical nature of human thinking, which often leads to quirky effects (e.g., physical cleansing helps people move on by "wiping the slate clean"; when people "smell something fishy," they become suspicious and invest less money in a trust-dependent economic game). Specifically, he explores how the mind interacts with the body in multiple ways; why mind-body relations are often predicted by the metaphors we use; when and how metaphors influence judgment, affect, and behavior; what cognitive principles govern these metaphorical effects and how they vary by experimental, social, and cultural context.

    Academic Positions

    2012 - present  Assistant Professor of Marketing; University of Toronto

    Selected Publications - Papers

    Research and Teaching Interests

    Embodiment, metaphor, social cognition, unconscious processes, knowledge activation and use, judgment and decision making, culture  

    Other Info

    The 2014 SPSP embodiment preconference site is up - check it out!  

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