Surendra N. Singh

Surendra Singh
  • AT&T Foundation Professor
  • Marketing and Business Law academic area

Contact Info

Capitol Federal Hall, Room 3185


Ph.D. in Business, University of Wisconsin, Madison
M.S. in Marketing, University of Wisconsin, Madison
B.S., Benaras Hindu University, India


Research interests:

  • mere exposure effects in advertising
  • effectiveness of multimedia ads
  • effects of program-induced differentiated emotions on ad-memory
  • syntactic complexity of the ad and ad-memory
  • bi-lingual adverting
  • visual perception processes in Web page and Web site viewing
  • valid methods for securing user input in the Web page/site design process
  • the role of employee affective display in service encounters
  • social marketing
  • surrogate advertising and brand dilution

Selected Publications

Wang, Z., Singh, S., Li, Y., Mishra, S., Ambrose, M., & Biernat, M. (2017). Effects of Employees’ Positive Affective Displays on Customer Loyalty Intentions: An Emotions-As-Social-Information Perspective [Journal Articles]. Academy of Management Journal, 60(1), 109–129.
Choi, J., Rangan, P., Chatterjee, P., & Singh, S. N. (2014). The Odd-Ending Price Justification Effect: The Influence of Price-Endings on Hedonic and Utilitarian Consumption [Journal Articles]. Journal of the Academy of Marketing Science, 42, 545–557.
Wang, Z., Arndt, A., Singh, S. N., & Biernat, M. (2013). You Lost Me at Hello: How and When Accent-Based Biases are Expressed and Suppressed [Journal Articles]. International Journal of Research in Marketing, 30(2), 185–196.
Singh, S. N., Hillmer, S. C., & Wang, Z. (2011). Efficient Methods for Sampling Responses from Large-Scale Qualitative Data [Journal Articles]. Marketing Science, 30(3), 532–549.
Singh, S. N., Donavan, T. D., Mishra, S., & Little, T. (2008). The Latent Structure of Landscape Perception: A Mean and Covariance Structure Modeling Approach [Journal Articles]. Journal of Environmental Psychology, 28(4), 339–352.
Patil, V., Mishra, S. K., & Singh, S. N. (2008). Efficient Theory Development and Factor Retention Criteria: A Case for Abandoning the Most Popular Criterion [Journal Articles]. Journal of Business Research, 61(2), 162–170.
Fang, X., Singh, S. N., & Ahluwalia, R. (2007). An Examination of Different Explanations for the Mere Exposure Effect [Journal Articles]. Journal of Consumer Research, 34(1), 97–103.
Patil, V. H., Singh, S. N., Mishra, S. K., & Donavan, D. T. (2007). Parallel Analysis Engine to Aid in Determining Number of Factors to Retain [Software or Multimedia].
Singh, S. N., Dalal, N. P., & Spears, N. (2005). Understanding Web Home Page Perception [Journal Articles]. European Journal of Information Systems, 14, 288–302.
Singh, S. N., & Dalal, N. P. (1999). Web Home Pages as Ads: A Communications View [Journal Articles]. Communications of the ACM, 42(8), 91–98.
Bendapudi, N. M., Singh, S. N., & Bendapudi, V. (1996). Enhancing Helping Behavior: An Integrative Framework for Promotion Planning [Journal Articles]. Journal of Marketing, 60(3), 33–49.
Singh, S. N., Mishra, S. K., Bendapudi, N. M., & Linville, D. (1994). Enhancing Memory of Television Commercials through Message Spacing [Journal Articles]. Journal of Marketing Research, 31, 384–392.
Singh, S. N., & Cole, C. A. (1993). The Effect of Length, Content, and Repetition on Television Commercial Effectiveness [Journal Articles]. Journal of Marketing Research, 30, 91–104.
Murray, J. P., Lastovicka, J. L., & Singh, S. N. (1992). Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Context Effects [Journal Articles]. Journal of Consumer Research, 18(4), 441–451.
Singh, S. N., Rothschild, M. L., & Churchill, G. A., Jr. (1988). Recognition Versus Recall as Measures of Commercial Forgetting [Journal Articles]. Journal of Marketing Research, 25(1), 72–80.
Singh, S. N., & Churchill, G. A., Jr. (1986). Using the Theory of Signal Detection to Improve Ad Recognition Testing [Journal Articles]. Journal of Marketing Research, 23, 327–336.
Singh, S. N., & Rothschild, M. L. (1983). Recognition as a Measure of Learning from Television Commercials [Journal Articles]. Journal of Marketing Research, 20, 235–248.