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Spike W. S. Lee

Spike W. S. Lee

Spike W. S. Lee

Associate Professor of Marketing


2012 PhD, Social Psychology, University of Michigan. Chair: Norbert Schwarz.
“Psychological consequences of embodied and metaphorical thinking:
Empirical properties, theoretical implications, and future directions.”

2010 MS, Social Psychology, University of Michigan. Advisor: Norbert Schwarz.
“Clean your dirty mouth—No, not your hands: Modality-specific
embodiment of the morality-hygiene metaphor.”

2007 BSSc, Psychology, First-Class Honors, Chinese University of Hong Kong.
Advisor: Michael Harris Bond. “Language as a culture-prime: Situated
cognition and motivation effects on the self.”




Spike is an Associate Professor of Marketing and Psychology (Cross-Appointed) at the University of Toronto.

He is interested in how higher-order mental processes are grounded in sensorimotor experiences with the physical world, often leading to quirky effects (e.g., physical cleansing helps people move on by "wiping the slate clean"; when people "smell something fishy," they become suspicious and invest less money in a trust-dependent economic game). In terms of theoretical goals, he explores how the mind interacts with the body in multiple ways; why mind-body relations are often predicted by the metaphors we use; when and how metaphors influence affect, motivation, judgment, and behavior; what cognitive principles govern these effects; and how they vary by experimental, social, and cultural contexts. 

He received the 2017 Early Researcher Award from the Ontario Ministry of Research, Innovation and Science, the 2016 Rising Star designation by the Association for Psychological Science, and the 2010 Early Graduate Student Researcher Award from the American Psychological Association.

Academic Positions

  • 2016 - present

    Assistant Professor of Psychology (Cross-Appointment), University of Toronto

  • 2012 - present

    Assistant Professor of Marketing, University of Toronto

Selected Publications - Papers

Featured Work

Research and Teaching Interests

For the most up-to-date information, please go to my lab website:

Honors and Awards

  • 2018

    Early Researcher Award, Ontario Ministry of Research, Innovation and Science

  • 2016

    Rising Star, Association for Psychological Science

  • 2010

    Early Graduate Student Researcher Award, American Psychological Association

Academic / Professional Service

  • 2016-2017

    Editor, Special Issue, Journal of the Association for Consumer Research

  • 2013

    Editor, Special Issue, Journal of Consumer Psychology

  • 2013-2014

    Editor, Special Issue, In-Mind

  • 2016-2018

    Board Member, Social Sciences, Humanities, and Education Research Ethics Board, University of Toronto

  • 2014-2018

    Organizer, Annual Speaker Series, Department of Marketing, Rotman School of Management