Dimensions of Risk and Risk Management: Perceptions, Perils, and Perspectives
Prof. Leonard LEE
Professor of Marketing, NUS Business School
National University of Singapore
Date: 27 August 2024 (Tuesday)
Time: 10:30 am – 12:00 pm
Venue: E22-G008
Host: Prof. Kao SI, Associate Professor in Marketing
Abstract
Today, we live in a perilous world pervaded with multiple sources of risks, from risks relating to climate change and disruptive technologies, to risks that have more direct impact on our health and well-being. In this session, I would like to share some findings from Project Wavelength – a transdisciplinary research initiative on which my collaborators and I have been working at IPUR. In this research program, we examine the different ways in which (and underlying drivers by which) consumers and the general public perceive a broad spectrum of risks versus how experts perceive risks, with the goal of designing, implementing, and evaluating appropriate risk communication and other interventions to bridge risk-perception gaps between experts and the public. Specifically, I shall discuss (a) how the public’s risk perception differs as a function of the focal risk target (e.g., risk to themselves, risk to people in their country, risk to the world); (b) how experts perceive the public’s perception of different sources of risk; and (c) in the healthcare domain, how the mindsets of patients with diabetes may impede their proper management of their chronic condition.
Speaker
Prof. Leonard LEE is Lloyd’s Register Foundation Professor and Director of the Lloyd’s Register Foundation Institute for the Public Understanding of Risk (IPUR), and Professor of Marketing at NUS Business School, National University of Singapore (NUS). Before joining NUS in 2014, he was an Associate Professor of Marketing at Columbia Business School where he spent the first eight years of his academic career. He received a BSc in Computer and Information Sciences from NUS, a MS in Computer Science from Stanford University, and a PhD in Management (Marketing) from the MIT Sloan School of Management.
Prof. LEE’s research investigates how emotional and cognitive factors influence consumer judgments and decision making, with applications in public policy domains such as healthcare and sustainability. Additionally, he is interested in understanding shopping motivations and behavior in real-world environments.
Prof. LEE is an Associate Editor of the Journal of Consumer Psychology and the Journal of Public Policy and Marketing, and a previous Associate Editor of Journal of Consumer Research (2015-22) and the International Journal of Research in Marketing (2014-15). He is also serving on the Editorial Review Boards of Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Letters, and Foundations and Trends in Marketing.
All are welcome!
