Wonkyong Lee, Western University

Research

Read how they describe their research on their Western University profile.

Social influence (i.e.culture norms)Attitude and persuasion International advertising Consumer and health behaviour Social marketing

Latest papers

Behind the smoke: using authenticity to romanticise cigars.
Tobacco control · 2026 · senior author
Philip Morris International's Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow.
Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2023
The Shifting Landscape of Sponsorship Within Formula 1
Global culture and sport series · 2023 · senior author

All 25 publications

25 publications.

01

Behind the smoke: using authenticity to romanticise cigars.

Lonn A, Dewhirst T, Lee WB

Tobacco control2026Senior author

DOI: 10.1136/tc-2025-059332 PMID: 40480821

02

Philip Morris International's Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow.

Dewhirst T, Lee WB, Czaplicki L

Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco20238 citationsOpen Access

DOI: 10.1093/ntr/ntad177 PMID: 37702346

03

The Shifting Landscape of Sponsorship Within Formula 1

Timothy Dewhirst, Wonkyong Beth Lee

Global culture and sport series20236 citationsSenior author

DOI: 10.1007/978-3-031-22825-4_17

04

Kent cigarette brand marketing in the Republic of Korea: the role of a pioneering image, flavour capsules and leader price promotions.

Dewhirst T, Lee WB

Tobacco control202011 citationsSenior author

DOI: 10.1136/tobaccocontrol-2019-055346 PMID: 32887742

05

Happy Brands and Ethical Implications

Wonkyong Beth Lee, Timothy Dewhirst

2019First author

DOI: 10.4324/9780429442520-9

06

Lamborghini brand sharing and cigarette advertising.

Dewhirst T, Lee WB

Tobacco control20182 citationsSenior authorOpen Access

DOI: 10.1136/tobaccocontrol-2016-053493 PMID: 28270537

07

F3. the Dark Side of Happy Brands: a Case Study of Newport Cigarette Advertising

Timothy Dewhirst, Wonkyong Beth Lee

ACR North American Advances2018Senior author

08

Who is the target? Package health warnings and the role of market segmentation.

Dewhirst T, Lee WB

Tobacco control2018Senior authorOpen Access

DOI: 10.1136/tobaccocontrol-2018-054277 PMID: 29654123

09

E-cigarette marketing targeted to youth in South Korea

Wonkyong Beth Lee

Tobacco Control20176 citationsFirst author

DOI: 10.1136/tobaccocontrol-2016-053448 PMID: 28062581

10

9-Ee: Compulsive Consumption and Smoking Behavior

Timothy Dewhirst, Drew Harden, Wonkyong Beth Lee

ACR North American Advances2017Senior author

Frequent collaborators

Department of Management & Organizational Studies
DAN Management and Organizational Studies
School of Psychology
Department of Psychology

Co-authors at Western University, colored by department. Thicker lines mean more shared papers; select anyone to open their profile and their own map.

Wonkyong(Beth) Lee

DAN Management and Organizational Studies

25 shared papers, latest 2026

Timothy Dewhirst

Department of Marketing and Consumer Studies

14 shared papers, latest 2026

Geoffrey Fong

School of Psychology

5 shared papers, latest 2015

Ian Newby-Clark

Department of Psychology

1 shared papers, latest 2006

Wei Perunovic

Faculty

1 shared papers, latest 2007

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Subject: Prospective PhD student: Social influence (i.e. Dear Professor Lee, My name is [your name], and I am a [your current degree or role] at [your institution]. I am applying for a PhD position starting in [term and year]. I read your paper "Behind the smoke: using authenticity to romanticise cigars." (2026), and it connects closely to my own work on [your research topic]. [One or two sentences on what you did and what you learned.] Are you accepting new PhD students for [term and year]? I have attached my CV and transcripts, and I would be glad to talk at a time that suits you. Thank you for your time. Kind regards, [your name]