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Dr Leah Watkins, Senior Lecturer

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

Room: Otago Business School 4.40
Tel: +64 3 479 8168
Email: leah.watkins@otago.ac.nz

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 watkinsPostgraduate 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 values, lifestyles, ethical business/consumption, and consumer socialisation.

Leah’s current research projects include a study on the development of materialistic values among children, sustainability labelling issues, the NZ consumer lifestyles study, and a project looking at the significant influences on and contributions of leading marketing scholars.

Teaching responsibilities

Leah’s teaching responsibilities include:

Office Hours

Leah is on RSL in Semester Two 2018

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Publications

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

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

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

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]

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]

Commissioned Report for External Body

Gnoth, J., & Watkins, L. (2002). The Japanese Tourist Market in New Zealand. Commissioned by Public Good Science Fund. Dunedin: University of Otago. 136p.

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.

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Working Paper; Discussion Paper; Technical Report

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.

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

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Chapter in Book - Research

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.

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Journal - Research Article

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

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

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

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

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

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

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

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.

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

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

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

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

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.

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.

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Journal - Research Other

Oates, C., Watkins, L., & Thyne, M. (2016). The impact of marketing on children’s well-being in a digital age. European Journal of Marketing, 50(11), 1969-1974. doi: 10.1108/EJM-10-2016-0543

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Journal - Professional & Other Non-Research Articles

Aitken, R., & Watkins, L. (2016). 'Harm or good': Public perceptions of corporate strategic giving in schools. New Zealand Principal, 31(1), 29-32.

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Conference Contribution - Published proceedings: Full paper

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]

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]

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]

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]

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]

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]

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]

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

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]

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]

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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]

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

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]

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]

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

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

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/

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Awarded Doctoral Degree

Watkins, L. (2006). Culture, values and Japanese tourism behaviour (PhD). University of Otago, Dunedin, New Zealand. 272p.

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