Dr Leah Watkins, Senior Lecturer, Our people, Department of Marketing

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

Room: Commerce 6.40
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 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 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's Office Hours are:
Wednesday: 10.00am-12.00pm

Publications

Watkins, L., Aitken, R., Gage, R., & Signal, L. (2025). In-school marketing: The nature, extent, and ethics of children's commercial exposure. Journal of Macromarketing. Advance online publication. doi: 10.1177/02761467251316137 Journal - Research Article

Watkins, L., & Aitken, R. (2025). The nature and development of children's consumer competence: Evidence from the aisles. Young Consumers, 26(1), 116-135. doi: 10.1108/yc-05-2024-2080 Journal - Research Article

Robertson, K., Thyne, M., Thomson, R., & Watkins, L. (2024). The impact of social isolation and loneliness on the well-being of carers of a person with dementia in Aotearoa New Zealand. Dementia. Advance online publication. doi: 10.1177/14713012241279683 Journal - Research Article

Watkins, L., Aitken, R., & Li, L. (2023). Examining the dimensions and moderators of the relationship between voluntary simplicity and wellbeing. Proceedings of the 48th Annual Macromarketing Conference: With a Little Help from Our Friends. (pp. 223-228). Macromarketing Society, Inc. [Full Paper] Conference Contribution - Published proceedings: Full paper

Aitken, R., Watkins, L., Gage, R., & Signal, L. (2023). No place to hide: In-school marketing, the commodification of children and the commercialisation of education. Proceedings of the 48th Annual Macromarketing Conference: With a Little Help from Our Friends. (pp. 19-24). Macromarketing Society, Inc. [Full Paper] Conference Contribution - Published proceedings: Full paper

2025

Journal - Research Article

Watkins, L., & Aitken, R. (2025). The nature and development of children's consumer competence: Evidence from the aisles. Young Consumers, 26(1), 116-135. doi: 10.1108/yc-05-2024-2080

2024

Journal - Research Article

2023

Conference Contribution - Published proceedings: Full paper

Conference Contribution - Published proceedings: Abstract

Robertson, K., Thyne, M., Watkins, L., & Zhu, L. (2023). Loneliness and well-being amongst caregivers of a person with dementia in New Zealand. Proceedings of the Academy of Marketing Conference (AM): From Revolution to Revolutions. (pp. 174-175). Bermingham, UK: University of Bermingham. [Abstract]

2022

Journal - Research Article

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

Conference Contribution - Published proceedings: Full paper

Aitken, R., & Watkins, L. (2022). Family values: Socialising children as competent consumers. In P. Harrigan & G. Brush (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Reconnect and Reimagine. (pp. 716-718). Retrieved from https://anzmac.org

Watkins, L., Aitken, R., Gage, R., & Signal, L. (2022). An investigation of children's exposure to harmful marketing. In P. Harrigan & G. Brush (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Reconnect and Reimagine. (pp. 650-652). Retrieved from https://anzmac.org

Conference Contribution - Published proceedings: Abstract

Robertson, K., Thyne, M., & Watkins, L. (2022). Attitudes towards the control of recreational cannabis. In P. Harrigan & G. Brush (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Reconnect and Reimagine. (pp. 626). Retrieved from https://anzmac.org

2021

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.

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

2020

Chapter in Book - Research

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

Journal - Research Article

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

Conference Contribution - Published proceedings: Abstract

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

Working Paper; Discussion Paper; Technical Report

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

2019

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.

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

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

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

Conference Contribution - Published proceedings: Abstract

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

2018

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

2017

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

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

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]

Conference Contribution - Published proceedings: 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

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]

2016

Journal - Research Article

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., 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

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., & 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 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

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.

Conference Contribution - Published proceedings: Abstract

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]

2015

Journal - Research Article

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.

Conference Contribution - Published proceedings: 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]

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.

2014

Journal - Research Article

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

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]

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]

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]

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]

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: Abstract

Watkins, L., Aitken, R., & Mather, D. (2014). Conscientious consumers: The relationship between political orientation and sustainable consumption. In E. Bigné (Ed.), Proceedings of the 43rd European Marketing Academy (EMAC) Conference: Paradigm Shifts & Interactions. (pp. 243). EMAC. [Abstract]

2013

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

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

2011

Journal - Research Article

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., & 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

Conference Contribution - Published proceedings: Abstract

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/

2010

Journal - Research Article

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

2009

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.

Conference Contribution - Published proceedings: 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

Working Paper; Discussion Paper; Technical Report

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

2008

Journal - Research Article

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.

2007

Conference Contribution - Published proceedings: Full paper

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]

2006

Awarded Doctoral Degree

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

2005

Journal - Research Article

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.

2004

Conference Contribution - Published proceedings: 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]

2002

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.

2001

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.