Leah 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.
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
Journal - Research Article
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
Journal - Research Article
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.
Journal - Research Article
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
Journal - Research Article
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 https://www.otago.ac.nz/marketing/research/lifestyles
Working Paper; Discussion Paper; Technical Report
Watkins, L., & Aitken, R. (2020). The role of young consumers in moving to a sustainable consumption future. In L. McNeill (Ed.), Transitioning to responsible consumption and production. (pp. 169-185). Basel, Switzerland: MDPI Books. doi: 10.3390/books978-3-03897-873-2-9
Chapter in Book - Research
Aitken, R., Watkins, L., Williams, J., & Kean, A. (2020). The positive role of labelling on consumers’ perceived behavioural control and intention to purchase organic food. Journal of Cleaner Production, 255, 120334. doi: 10.1016/j.jclepro.2020.120334
Journal - Research Article
Worters, T., Gage, R., Watkins, L., Aitken, R., Smith, M., McKerchar, C., & Signal, L. (2020). Food marketing and its place in the marketing landscape. Proceedings of the International Society of Behavioral Nutrition & Physical Activity (ISBNPA) XChange. (pp. 418). International Society of Behavioral Nutrition and Physical Activity. Retrieved from https://venuewest.eventsair.com/isbnpa-xchange-initiative
Conference Contribution - Published proceedings: Abstract
Aitken, R., Watkins, L., & Kemp, S. (2019). Envisioning a sustainable consumption future. Young Consumers, 20(4), 299-313. doi: 10.1108/YC-12-2018-0905
Journal - Research Article
Thyne, M., Robertson, K., Watkins, L., & Casey, O. (2019). Retailers targeting children with set collection promotions: The child’s perspective. International Journal of Retail & Distribution Management, 47(6), 643-658. doi: 10.1108/IJRDM-08-2017-0180
Journal - Research Article
Watkins, L., Aitken, R., & Ford, J. (2019). Measuring and enhancing children’s sustainable consumption and production literacy. Young Consumers, 20(4), 285-298. doi: 10.1108/YC-11-2018-0880
Journal - Research Article
Watkins, L., Aitken, R., Gage, R., Smith, M. B., Chambers, T. J., Barr, M., Stanley, J., & Signal, L. N. (2019). Capturing the commercial world of children: The feasibility of wearable cameras to assess marketing exposure. Journal of Consumer Affairs, Winter, 1396-1420.
Journal - Research Article
Gage, R., Watkins, L., Aitken, R., Smith, M., & Signal, L. (2019). Children's real-time exposure to commercial marketing: An observational analysis using wearable cameras. Proceedings of the 23rd International Union for Health Promotion and Education (IUHPE) World Conference on Health Promotion. Retrieved from http://www.iuhpe2019.com
Conference Contribution - Published proceedings: Abstract
Thyne, M., Watkins, L., & Yoshida, M. (2018). Resident perceptions of tourism: The role of social distance. International Journal of Tourism Research, 20(2), 256-266. doi: 10.1002/jtr.2179
Journal - Research Article
Aitken, R., & Watkins, L. (2017). "Harm or good?": Consumer perceptions of corporate strategic giving in schools. Journal of Consumer Affairs, 51(2), 406-432. doi: 10.1111/joca.12124
Journal - Research Article
Watkins, L., Aitken, R., Thyne, M., Robertson, K., & Borzekowski, D. (2017). Environmental influences on pre-schooler’s understanding of brand symbolism. Marketing Intelligence & Planning, 35(7), 907-922. doi: 10.1108/MIP-11-2016-0211
Journal - Research Article
Aitken, R., Watkins, L., & Williams, J. (2017). The role of information in encouraging sustainable consumption. In B. Wooliscroft & A. Ganglmair-Wooliscroft (Eds.), Proceedings of the Macromarketing Conference: Macromarketing Systems' Contributions to Society: Past, Present and Potential. (pp. 662-665). Dunedin, New Zealand: Macromarketing Society and the Marketing Department, University of Otago. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Sen, R. A., Robertson, K., & Watkins, L. (2017). Towards more effective alcohol warning labels: Applying lessons from the tobacco evidence. Proceedings of the University of Otago Student Research Symposium: Te Wānaka Rakahau: Ākoka. (pp. 81). Retrieved from http://www.otago.ac.nz/graduate-research/scholarships/otago643219.html
Conference Contribution - Published proceedings: Abstract
Watkins, L., Aitken, R., Signal, L., Smith, M., & Gage, R. (2017). Documenting the commercial world of New Zealand children. In B. Wooliscroft & A. Ganglmair-Wooliscroft (Eds.), Proceedings of the Macromarketing Conference: Macromarketing Systems' Contributions to Society: Past, Present and Potential. (pp. 631-633). Dunedin, New Zealand: Macromarketing Society and the Marketing Department, University of Otago. [Abstract]
Conference Contribution - Published proceedings: Abstract
Robertson, K. J., Aitken, R., Thyne, M., & Watkins, L. (2016). Correlates of parental mediation of pre-schooler’s advertising exposure. Young Consumers, 17(4), 337-349. doi: 10.1108/YC-04-2016-00597
Journal - Research Article
Watkins, L., Aitken, R., & Mather, D. (2016). Conscientious consumers: A relationship between moral foundations, political orientation and sustainable consumption. Journal of Cleaner Production, 134, 137-146. doi: 10.1016/j.jclepro.2015.06.009
Journal - Research Article
Watkins, L., Aitken, R., Robertson, K., & Thyne, M. (2016). Public and parental perceptions of and concerns with advertising to preschool children. International Journal of Consumer Studies, 40(5), 592-600. doi: 10.1111/ijcs.12304
Journal - Research Article
Watkins, L., Aitken, R., Robertson, K., Thyne, M., & Williams, J. (2016). Advertising's impact on pre-schoolers' brand knowledge and materialism. International Journal of Consumer Studies, 40(5), 583-591. doi: 10.1111/ijcs.12303
Journal - Research Article
Sen, R. A., Robertson, K., & Watkins, L. (2016). Examining gender-specific differences in demographic characteristics, psychographic characteristics, and drinking behaviours between drinker subgroups. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 182). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Abstract]
Conference Contribution - Published proceedings: Abstract
Watkins, L., Aitken, R., Hinder, C., Lawson, R., Mather, D., Paul, A., Robertson, K., & Williams, J. (2015). The New Zealand consumer lifestyle segments. New Zealand Sociology, 30(1), 111-130.
Journal - Research Article
Sen, R. A., Robertson, K., & Watkins, L. (2015). Social norms and alcohol consumption: Communicating an alternative to excessive consumption. In A. Ganglmair-Wooliscroft, J. Williams & B. Wooliscroft (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Midyear Doctoral Colloquium. (pp. 32-39). Dunedin, New Zealand: Marketing Department, University of Otago. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Lifestyles Research Group, including Watkins, L., Aitken, R., Ganglmair-Wooliscroft, S., Lawson, R., Mather, D., Robertson, K., & Williams, J. (2015). Change, challenge and choice: A New Zealand consumer lifestyles study. Dunedin, New Zealand: Department of Marketing, University of Otago. 22p.
Working Paper; Discussion Paper; Technical Report
Robertson, K., Aitken, R., & Watkins, L. (2014). Public policy and personal preference: A disconnect between beliefs regarding responsible drinking and the motivation to get drunk. Public Health, 128(11), 1030-1032. doi: 10.1016/j.puhe.2014.08.006
Journal - Research Article
Aitken, R., & Watkins, L. (2014). From breast to brand: A consideration of the ethics of marketing milk in schools. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick] [Full Paper]
Conference Contribution - Published proceedings: Full paper
Aitken, R., & Watkins, L. (2014). Sustainability, silence and social responsibility. Proceedings of the Fourth Asian Conference on Sustainability, Energy and the Environment (ACSEE). (pp. 17-31). Nagoya, Japan: International Academic Forum. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Aitken, R., Robertson, K., Watkins, L., & Thyne, M. (2014). An examination of the factors that influence the choice of mediation strategies for preschool children. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick] [Full Paper]
Conference Contribution - Published proceedings: Full paper
Thyne, M., Robertson, K., Watkins, L., & Aitken, R. (2014). Media content is making my child(hood) disappear: Parents’ views on the effect of advertising. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick] [Full Paper]
Conference Contribution - Published proceedings: Full paper
Watkins, L., Aitken, R., Robertson, K., & Thyne, M. (2014). The implications of television advertising to pre-schoolers: An analysis of parental concerns. Proceedings of the Child and Teen Consumption Conference: Being, Becoming and Belonging. [USB Memory Stick] [Full Paper]
Conference Contribution - Published proceedings: Full paper
Watkins, L., Aitken, R., & Mather, D. (2014). Conscientious consumers: The relationship between political orientation and sustainable consumption. In E. Bigne (Ed.), Proceedings of the 43rd European Marketing Academy (EMAC) Conference: Paradigm Shifts & Interactions. (pp. 243). EMAC. [Abstract]
Conference Contribution - Published proceedings: Abstract
Lloyd, N., Aitken, R., Watkins, L., & Thyne, M. (2013). Online dating: How do successful online daters close the sale? Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://www.anzmac.org/conference
Conference Contribution - Published proceedings: Abstract
Robertson, K., & Watkins, L. (2013). Using standard drink labelling to maximise intoxication: A mixed method analysis. Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://www.anzmac.org/conference
Conference Contribution - Published proceedings: Abstract
Watkins, L. J., & Gnoth, J. (2011). Japanese tourism values: A means–end investigation. Journal of Travel Research, 50(6), 654-668. doi: 10.1177/0047287510382297
Journal - Research Article
Watkins, L., & Gnoth, J. (2011). The value orientation approach to understanding culture. Annals of Tourism Research, 38(4), 1274-1299. doi: 10.1016/j.annals.2011.03.003
Journal - Research Article
Hoek, J., Watkins, L., & Hedderley, D. (2011). How do sustainability labels influence consumers’ choices? Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://anzmac.info/conference/2011-proceedings/
Conference Contribution - Published proceedings: Abstract
Watkins, L. (2010). The cross-cultural appropriateness of survey-based value(s) research: A review of methodological issues and suggestion of alternative methodology. International Marketing Review, 27(6), 694-716. doi: 10.1108/02651331011088290
Journal - Research Article
Watkins, L. (2009). A consideration of Confucian values in Japanese tourism behaviour. In K.-S. Fam, Z. Yang & M. Hyman (Eds.), A handbook of Confucian/chopsticks marketing. (pp. 111-125). Wellington, New Zealand: Asia Business Research Coporation.
Chapter in Book - Research
Hoek, J., & Watkins, L. (2009). Social support and smoking cessation: How do quitters assist each other? In M. Ewing & F. Mavondo (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC): Sustainable Management and Marketing. Retrieved from www.anzmac2009.org
Conference Contribution - Published proceedings: Full paper
Hoek, J., & Watkins, L. (2009). How do consumers understand and respond to sustainability labeling? [Von Allmen Center for Green Marketing Working Paper: 09-002]. Lexington, KY: University of Kentucky. 21p. Retrieved from http://gattongreen.uky.edu/Content.asp?PageName=GMWorkingPapers
Working Paper; Discussion Paper; Technical Report
Watkins, L. (2008). Japanese travel culture: An investigation of the links between early Japanese pilgrimage and modern Japanese travel behaviour. New Zealand Journal of Asian Studies, 10(2), 93-110.
Journal - Research Article
Watkins, L. (2007). Values relevant to Japanese tourism behaviour in New Zealand. In M. Thyne, K. R. Deans & J. Gnoth (Eds.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 122-129). Dunedin, New Zealand: Department of Marketing, University of Otago. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Watkins, L., & Gnoth, J. (2005). Methodological issues in using Kahle's list of values scale for Japanese tourism behaviour. Journal of Vacation Marketing, 11(3), 225-233.
Journal - Research Article
Todd, S., Lawson, R., & Watkins, L. (2004). Understanding the social responsiblity of New Zealand consumers. In J. Wiley & P. Thirkell (Eds.), Proceedings of the Australia and New Zealand Marketing Academy Conference 2004: Marketing Accountabilties and Responsibilities. [CD-ROM] Wellington: Victoria University. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Gnoth, J., & Watkins, L. (2002). The Japanese Tourist Market in New Zealand. Commissioned by Public Good Science Fund. Dunedin: University of Otago. 136p.
Commissioned Report for External Body
Gnoth, J., Ganglmair, A., & Watkins, L. (2001). The Australian Tourist Market to New Zealand. Commissioned by Public Good Science Fund. Dunedin, New Zealand: Department of Marketing, University of Otago. 105p.
Commissioned Report for External Body