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BA, PGDip (Japanese), DipGrad (Marketing), PhD

Director for masters' programmes in the Department of Marketing

Room 4.40 Otago Business School
Tel +64 3 479 8168

watkinsLeah completed a BA in Japanese at Otago before spending several years travelling and working in Europe and Asia. She returned to Dunedin to complete a DipGrad in Marketing and a Postgraduate Diploma in Japanese and went on to complete a cross-divisional PhD (Marketing and Japanese) in the area of cultural values and tourism behaviour.

Her research interests focus on two main areas: Culture and Consumer Behaviour – specifically the influence of culture on consumption and cross cultural research methodologies; and Marketing and Society – specifically consumer values and lifestyles, ethical business/consumption, and consumer socialisation.

Leah's current research projects include a study on the development of sustainable consumption knowledge among children, visions of a sustainable consumption future, the NZ consumer lifestyles study, and the Kids'Cam project looking at the extent of advertising to children using automatic cameras.

Teaching responsibilities

Leah's teaching responsibilities include:

Office hours

Tuesdays 12:00-1:00pm


Watkins, L., Gage, R., Smith, M., McKerchar, C., Aitken, R., & Signal, L. (2022). An objective assessment of children's exposure to brand marketing in New Zealand (Kids'Cam): A cross-sectional study. Lancet Planetary Health, 6, e132-e138. doi: 10.1016/S2542-5196(21)00290-4

Thyne, M., Woosnam, K. M., Watkins, L., & Ribeiro, M. A. (2022). Social distance between residents and tourists explained by residents’ attitudes concerning tourism. Journal of Travel Research, 61(1), 150-169. doi: 10.1177/0047287520971052

Watkins, L., Aitken, R., Robertson, K., Williams, J., & Thyne, M. (2021). New Zealand consumer lifestyles. Aotearoa New Zealand Journal of Social Issues, 1, 1-17.

Watkins, L., Robertson, K., & Aitken, R. (2021). Preschoolers' request behaviour and family conflict: The role of family communication and advertising mediation styles. Journal of Consumer Behaviour, 20, 1326-1335. doi: 10.1002/cb.1938

Watkins, L., Aitken, R., Robertson, K., Thyne, M., & Van Kerkhof, R. (2020). Challenge, constraint and commitment to change: A New Zealand Consumer Lifestyles Study. (pp. 1-35). Dunedin, New Zealand: University of Otago. Retrieved from

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