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Seung Hwan (Mark) Lee

Dr. Seung Hwan (Mark) Lee

Associate Dean: Engagement & Inclusion | Professor | Journal Editor, Marketing Education Review
DepartmentRetail Management
EducationB. A&Sc, MBA, PhD
OfficeTRS 3-018
Phone(416) 979-5000 ext: 557606


Dr. Seung Hwan (Mark) Lee is a Professor and Associate Dean of Engagement & Inclusion at Ted Rogers School of Management at Toronto Metropolitan University. He earned his Ph.D. in Business Administration from the Ivey School of Business at Western University. He completed his MBA at the University of Windsor and Bachelor's degree in Arts & Science at McMaster University.

Dr. Lee’s primary research interests are in the consumer behavior discipline, specifically focusing on the structural dynamics of social networks and its impact on retail consumers. Professor Lee also contributes to the topic of branding, marketing education, and sensory marketing. He has published in top tier journals which include Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Ethics, and Journal of Business Research. Dr. Lee previously taught Principles of Marketing at Western University where he was awarded the university-wide excellence in Teaching Award in 2011. He also taught Consumer Behavior at Colorado State University where he was the recipient of the Best Teacher Award in 2013. Dr. Lee is currently the Journal Editor for Marketing Education Review.

In November of 2019, Dr. Lee was named as the recipient of the Axcess-Capon Distinguished Teaching Award by the Society of Marketing Advances (SMA) becoming only the second Canadian ever to receive this prestigious recognition. In 2022, he received the Chancellor’s Award of Distinction recognizing the sustained educational leadership and sustained record of teaching excellence.

Social networks, sensory marketing, retail/marketing education, and virtual reality.

Research and Selected Publications
50. Griffin, Tom, Daniel Guttentag, Seung Hwan (Mark) Lee, Juleigh Giberson, and Frederick Dimanche (Forthcoming), “Is VR Always Better for Destination Marketing? Comparing Different Media and Styles”, Journal of Vacation Marketing.
49. Ng, Pearlyn, Xuan Quach, Omar H. Fares, Myuri Mohan, and Seung Hwan (Mark) Lee (Forthcoming), “Essential Item Purchases During COVID-19: A Cluster Analysis of Psychographic Traits”, Journal of Global Scholars of Marketing Science.
48. Haines, Shelley and Seung Hwan (Mark) Lee (2021), “One Size Fits All? Segmenting Consumers to Predict Sustainable Fashion Behavior”, Journal of Fashion Marketing & Management.
47. Fiocco, Alexandra, Geneva Millet, Danielle D’Amico, Laura Krieger, Yadurshana Sivashankar, Seung Hwan (Mark) Lee, and Richard Lachman (2021), “Virtual Tourism for Older Adults Living in Residential Care: A Mixed Methods Study”, PLOS One, 16(5)
46. Ratnichkina, Polina, Seung Hwan (Mark) Lee, and Shelley Haines (2021), “Communicating Returnable Packaging via Ease of Use Labeling” International Review of Retail, Distribution, and Consumer Research.
45. Quach, Xuan and Seung Hwan (Mark) Lee (2021), “Profiling Gifters via a Psychographic Segmentation Analysis: Insights for Retailers” International Journal of Retail & Distribution Management.
44. Alzayat, Ayman and Seung Hwan (Mark) Lee (2021), “Virtual Products as an Extension or a Presentation of My Body: Exploring Hedonic and Utilitarian Shopping Value in Retail Environment”, Journal of Business Research, 130, 348-363.
43. Hamdan, Lara, and Seung Hwan (Mark) Lee (2021), “Brand Balance: The Effect of Influencer Brand Encroachment on Interactivity” International Journal of Retail & Distribution Management.
42. Dehghani, Milad, Fulya Acikgoz, Seung Hwan (Mark) Lee, and Atefeh Mashatan (2021), “A Holistic Analysis towards Understanding Consumer Perceptions of Virtual Reality Devices in the Post-adoption Phase”, Behaviour & Information Technology.
41. Baek, Eunsoo, Zhihong Huang, and Seung Hwan (Mark) Lee (2021), “More Than What Meets the Eye: Understanding the Effects of Poly-Contextual Cues in Online Fashion Retailing”, Journal of Retailing and Consumer Services.
40. Seo, Youngme, Cynthia Holmes, and Seung Hwan (Mark) Lee (2021), “Examining the Cash-only Price Discount and the Driving Forces of Cash-only Transactions in the Housing Market”, Journal of Real Estate Finance and Economics.
39. Dehghani, Milad, Seung Hwan (Mark) Lee, and Atefeh Mashatan (2021), “Touching Holograms with Windows Mixed Reality: Renovating the Consumer Retailing Services”, Technology in Society, 63
38. Seo, Youngme and Seung Hwan (Mark) Lee (2021), “Determinants of Tenure Choices among Young Households”, Real Estate Finance.
37. Mashatan, Atefeh, Victoria Lemieux, Seung Hwan (Mark) Lee, Przemyslaw Szufel, and Zachary Roberts (2021), “Usurping Double-Ending Fraud in Real Estate Transactions via Blockchain Technology”, Journal of Database Management, 32(1), 27-48.
36. Sergueeva, Ksenia, Norman Shaw, and Seung Hwan (Mark) Lee (2020), “Understanding Barriers and Factors Associated with Consumer Adoption of Wearable Technology Devices in Managing Personal Health” Canadian Journal of Administrative Sciences, 37(1), 45-60.
35. Gunn, Frances, Anna Cappuccitti, and Seung Hwan (Mark) Lee (2020) “Towards Professionalizing Canadian Retail Management Careers: The Role of Vocational Anticipatory Socialisation” International Journal of Retailing & Distribution Management, 48(3), 287-302.
34. Cappuccitti, Anna, Frances Gunn, and Seung Hwan (Mark) Lee (2019), “Establishing Knowledge Claims through Experiential Learning: The Case of Fashion Retail Labs” Journal for Advancement of Marketing Education, 27(2), 1-9.
33. Hall-Newton, Kathryn, Janice Rudkowski, Seung Hwan (Mark) Lee, Jacqueline Hogue, and Polina Ratnichkina, (2019) “Mobile Devices in the Lecture Hall: Into It, Indifferent, or Intrusion?” Journal of Education for Business, 94(6), 390-399.
32. Kandaurova, Maria and Seung Hwan (Mark) Lee (2019), “The Effects of Virtual Reality on Charitable Giving: The Role of Empathy, Guilt, Responsibility, and Social Exclusion” Journal of Business Research, 100, 571-580.
31. Fischbach, Sarah, Seung Hwan (Mark) Lee, and Maria Kandaurova (2018), “Sales Rock! Constructing Product Value: Anthropomorphizing Classroom Project” Journal of Education for Business, 93(8), 430-435.
30. Kelly, Kathleen, Seung Hwan (Mark) Lee, Heather Bowen Ray, and Maria Kandaurova (2018), “Using the Photovoice Methodology to Increase Engagement and Sharpen Students’ Analytical Skills Regarding Cultures, Lifestyles, and Markets Internationally” Marketing Education Review, 28(2), 69-74.
29. Lee, Seung Hwan (Mark), Travis J. Simkins, Sean Luster, and Shahin Ahmed Chowdhury (2018), "Forgiving Sports Celebrities with Ethical Transgressions: Parasocial Relationships, Ethical Intent and Regulatory Focus Mindset" Journal of Global Sport Management, 3(2), 124-145.
28. Lee, Seung Hwan (Mark), K. Douglas Hoffman, Shahin A. Chowdhury, and Ksenia Sergueeva (2018), “Creating a Video Documentary as a Tool for Reflection and Assessment: Capturing Guerilla Marketing in Action” Marketing Education Review, 28(2), 126-130.
27. Baek, Eunsoo, Ho Jung Choo, and Seung Hwan (Mark) Lee (2018), “Using Warmth as the Visual Design of a Store: Intimacy, Relational Needs, and Approach Intentions” Journal of Business Research, 88, 91-101.
26. Gunn, Frances, Seung Hwan (Mark) Lee, Anna Cappuccitti, and Hilary Taylor (2017), “Profiling People’s Perceptions of Retail Management Careers” International Review of Retail, Distribution, and Consumer Research, 27(5), 515-532.
25. Lee, Seung Hwan (Mark), Ksenia Sergueeva, Mathew Catangui, and Maria Kandaurova (2017), “Assessing Google Cardboard Virtual Reality as a Content Delivery System in Business Classrooms” Journal of Education for Business, 92(4), 153-160.
24. Rotman, Jeff D., Seung Hwan (Mark) Lee, and Andrew W. Perkins (2017), “The Warmth of Our Regret: Managing Regret through Physiological Regulation via Consumptive Behaviors” Journal of Consumer Psychology, 27(2), 160-170. (Equal Authorship)
23. Lee, Seung Hwan (Mark) and Ksenia Sergueeva (2017), “Pictures are Worth a Thousand Words: Using Photographic Narrative Inquiry to Identify Retail Atmospherics” Journal for Advancement of Marketing Education, 25, 8-14.
22. Lee, Seung Hwan (Mark), Alan Brandt Jr, Yuni Groff, Alyssa Lopez, and Tyler Neavin (2017), “I’ll Laugh but I won’t Share: The Role of Darkness on Evaluation and Sharing of Online Taboo Ads” Journal of Research in Interactive Marketing, 11(1), 75-90.
21. Gunn, Frances, Seung Hwan (Mark) Lee, Madelyn Steed (2017), "Student Perceptions of Benefits and Challenges of Mentoring programs: Divergent Perspectives from Mentors and Mentees" Marketing Education Review, 27(1)15-26.
20. Lee, Seung Hwan (Mark) and Ksenia Sergueeva (2017), “Chewing Increases Consumers’ Thought-Engagement in Retail Shopping” Journal of Retailing and Consumer Services, 35, 127-132.
19. Lee, Seung Hwan (Mark) (2016) "Learning Beyond Negotiation Tactics: The Sales Marketplace" Journal for Advancement of Marketing Education, 24, 22-28.
18. Bhardwaj, Arjun, Israr Qureshi, Alison Konrad, and Seung Hwan (Mark) Lee (2016), “A Two-Wave Study of Self-Monitoring Personality, Social Network Churn, and In-Degree Centrality in Close Friendship and General Socializing Networks” Group & Organization Management41(4), 526-559.
17. Lee, Seung Hwan (Mark), Donna Smith, and Ksenia Sergueeva (2016), “What Do Students Think About Groupwork? An Investigation into Benefits, Challenges, and Student Suggested Solutions" Journal of Education for Business, 91(7), 380-386.
16. Lee, Seung Hwan (Mark) (2016), “When are Frugal Consumers Not Frugal? The Influence of Personal Networks" Journal of Retailing and Consumer Services, 30, 1-7.
15. Lee, Seung Hwan (Mark) and K. Douglas Hoffman (2016), “Wrap-Attack Pack: Teaching Product Packaging” Marketing Education Review, 26(1), 14-19.
14. Lee, Seung Hwan (Mark), Gail Leizerovici, and Shuoyang Zhang (2015), “The Satisfaction and Stress of Being a Market Maven: A Social Networks Perspective” Journal of Consumer Behaviour, 14(5), 325-334.
13. Hoffman, K. Douglas and Seung Hwan (Mark) Lee (2015), “A CIT Investigation of Disruptive Faculty Behaviors: The Students’ Perspective” Marketing Education Review, 25(2), 129-139.
12. Lee, Seung Hwan (Mark) and Sean Luster (2015), “The Social Network Implications of Prestigious Goods among Young Adults: Evaluating the Self vs. Others” Journal of Consumer Marketing, 32(3), 199-208.
11. Lee, Seung Hwan (Mark) and Hoffman, K. Douglas (2015), “Learning the ShamWOW: Using Infomercials to Teach the AIDA Model” Marketing Education Review, 25(1), 9-14.
10. Lee, Seung Hwan (Mark), Jeff D. Rotman, and Andrew W. Perkins (2014), “Embodied Cognition and Social Consumption: Self-Regulating Temperature through Social Products and Behaviors” Journal of Consumer Psychology, 24(2), 234-240.
9. Hoffman, K. Douglas and Seung Hwan (Mark) Lee (2014), “A CIT Investigation of Disruptive Student Behaviors: The Students’ Perspective” Marketing Education Review, 24(2), 115-126.
8. Lee, Seung Hwan (Mark) (2014), “The Role of Consumers’ Network Position on Information-Seeking Behavior of Experts and Novices: A Power Perspective” Journal of Business Research, 67(1), 2853-2859.
7. Lee, Seung Hwan (Mark), Israr Qureshi, Alison M. Konrad, and Arjun Bhardwaj (2014), “Proactive Personality Heterophily and the Moderating Role of Proactive Personality on Network Centrality and Psychological Outcomes: A Longitudinal Study” Journal of Business & Psychology, 29(3), 381-395.
6. Xiao, Na and Seung Hwan (Mark) Lee (2014), “The Role of Brand Identity fit, C-B Identification, and Coping on Co-Branding Decisions” European Journal of Marketing, 48(7/8), 1239-1254.
5. Lee, Seung Hwan (Mark) and K. Douglas Hoffman (2014), “The Iron Inventor: Utilizing Creative Problem Solving to Spur Student Creativity” Marketing Education Review, 24(1), 69-74.
4. Lee, Seung Hwan (Mark) (2013), “Ethics and Expertise: A Social Networks Perspective” Journal of Business Ethics, 118(3), 607-621.
3. Noseworthy, Theodore J., June Cotte, and Seung Hwan (Mark) Lee, (2011), “The Effects of Ad Context and Gender on the Identification of Visually Incongruent Products” Journal of Consumer Research, 38(2), 358-375.
2. Lee, Seung Hwan (Mark), June Cotte, and Theodore J. Noseworthy (2010), “The Role of Network Centrality in the Flow of Consumer Influence” Journal of Consumer Psychology, 20(1), 66-77.
1. Armstrong-Stassen, Marjorie and Seung Hwan (Mark) Lee (2009), “The Effect of Relational Age on Older Canadian Employees’ perceptions of Human Resource Practices and Sense of Worth to their Organization” International Journal of Human Resource Management, 20(8), 1753-1769.
Course code Course title
BUS 777 Business Research Methods
Business cases
Blanchard, Danae, Seung Hwan (Mark) Lee, and June Cotte (2014), “Abercrombie and Fitch: Is it Unethical to be Exclusive?” Ivey Publishing. Ivey School of Business, Case Product-#9b14A009; Teaching notes-#8b14A009.
Schaad, Nicole, Seung Hwan (Mark) Lee, and Matthew Thomson (2013), “Modifying Merida: Disney’s 11th Princess” Ivey Publishing. Ivey School of Business, Case Product-#9b13A042; Teaching notes-#8b13A042.
Ho, Val, Seung Hwan (Mark) Lee, and Matthew Thomson (2013), “Too Chicken to Convert: A Chick-Fil-A Dilemma” Ivey Publishing. Ivey School of Business,Case Product-#9b13A030; Teaching notes-#8b13A030.
Kenyon, Kaitlyn, Seung Hwan (Mark) Lee, and June Cotte (2013), “Can Facebook save our Furry Friends?” Ivey Publishing. Ivey School of Business,Case Product-#9b13A031; Teaching notes-#8b13A031.
Cleveland, Bonnie, Seung Hwan (Mark) Lee, and Matthew Thomson (2012), “Mile High Magic: Maximizing the Broncos Experience” Ivey Publishing. Ivey School of Business, Case Product-#9b12A064; Teaching notes-#8b12A064.
Lee, Seung Hwan (Mark) and June Cotte (2012), “Struggling to Make the Best Buy (B)”Ivey Publishing. Ivey School of Business, Case Product-#9B12A056; Teaching notes-#8B12A056.
Schuette, Brittany, Seung Hwan (Mark) Lee, and June Cotte (2012), “American Apparel: Unwrapping Ethics” Ivey PublishingIvey School of Business, Case Product-#9B12A032; Teaching notes-#8B12A032.

Lee, Seung Hwan (Mark) and June Cotte (2012), “Fret and Regret, A Consumer Decision Making Dilemma” Ivey Publishing, Ivey School of Business, Case Product-#9B12A018; Teaching notes-#8B12A018.

Lee, Seung Hwan (Mark) and Matthew Thomson (2012), “Dear Diary: My Heart is Racing to Buy a Car” Ivey Publishing, Ivey School of Business, Case Product-#9B12A019; Teaching Notes-#8B12A019.
Lee, Seung Hwan (Mark) and June Cotte (2010), “Struggling to Make the Best Buy (A)” Ivey Publishing, Ivey School of Business, Case Product - #9B10A010; Teaching Notes - #8B10A10.
Awards & Honours
Ryerson University – Chancellor’s Award of Distinction (2022)
American Collegiate Retailing Association – Best Track Paper: Ethics, CSR, and Sustainability (2022)
American Collegiate Retailing Association – Best Track Paper: Digitalization in Retailing (2022)
American Collegiate Retailing Association - IJRDM Best Conference Paper Award (2021)
American Collegiate Retailing Association – Best Pedagogy Paper Award (2020)
YGSG Graduate Education Award (2020)
Ivey Publishing Best Seller Award (2020)
Society of Marketing Advances - Axcess-Capon Distinguished Teaching Award (2019)
Ryerson University: Dean’s Scholarly, Research, and Creativity Award (2018)
SSHRC Insight Development Grant (2017)
TRSM Research Recognition Award – Retail Management (2017)
European Association for Education and Research in Commercial Distribution Best Paper Award (2017)
Administrative Sciences Association of Canada Best Paper Award – Sports & Tourism Division (2017)
Journal of Advancement of Marketing Education Best Paper Award (2016)
Administrative Sciences Association of Canada Best Paper Award – Sports & Tourism Division (2016)
Marketing Education Review Best Reviewer of the Year Award (2015)
Marketing Education Best Paper Award (2014)
Colorado State University: Best Teacher Award - Undergraduate (2013)
Western University: Best Teacher Award - Undergraduate (2011)
Administrative Sciences Association of Canada Best Paper Award, Marketing Division (2010)
Administrative Sciences Association of Canada Honorable Mention Award, Marketing Division (2008)
Administrative Sciences Association of Canada Outstanding Reviewer (2008)