Surendra N. Singh


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

Contact Info

Capitol Federal Hall, Room 3185
Lawrence

Education

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

Research

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

Mousavi, J., Singh, S., Chatterjee, P., Masters, T. (2024). Unveiling Stars: How Graphical Displays of Online Consumer Ratings Affect Consumer Perception and Judgment. Journal of Marketing Research - Issue 2 | Volume 61. https://doi.org/10.1177/00222437231179186.
Yin, B., Li, Y., Singh, S. (2022). Coins Are Cold and Cards Are Caring: The Effect of Pregiving Incentives on Charity Perceptions, Relationship Norms, and Donation Behavior. Journal of Marketing - Issue 6 | Volume 84. https://doi.org/10.1177/0022242920931451.
Attari, A., Chatterjee, P., Singh, S. (2022). Taking a chance for a discount: An investigation on consumers’ choice of probabilistic vs. sure price promotions. Journal of Business Research - Volume 143. https://doi.org/10.1016/j.jbusres.2021.12.008.
Choi, J., Li, Y., Rangan, P., Miranda, B., Singh, S. (2020). Opposites attract: Impact of background color on effectiveness of emotional charity appeals. International Journal of Research in Marketing - Issue 3 | Volume 37. https://doi.org/10.1016/j.ijresmar.2020.02.001.
Lee, K., Choi, J., Marakas, G., Singh, S. (2019). Two distinct routes for inducing emotions in HCI design. International Journal of Human-Computer Studies - Volume 124. https://doi.org/10.1016/j.ijhcs.2018.11.012.
Wang, Z., Singh, S., Li, J., Mishra, S., Ambrose, M., Biernat, M. (2017). Effects of Employees’ Positive Affective Displays on Customer Loyalty Intentions: An Emotions-as-Social-Information Perspective. The Academy of Management Journal - Issue 1 | Volume 60. https://doi.org/10.5465/AMJ.2014.0367.
Choi, J., Li, J., Rangan, P., Chatterjee, P., Singh, S. (2014). The odd-ending price justification effect: the influence of price-endings on hedonic and utilitarian consumption. Journal of the Academy of Marketing Science - Issue 5 | Volume 42. https://doi.org/10.1007/S11747-014-0369-6.
Wang, Z., Arndt, A., Singh, S., Biernat, M., Liu, F. (2013). Erratum to “‘You lost me at hello’: How and when accent-based biases are expressed and suppressed” [Intern. J. of Research in Marketing 30/2 (2013) 185–196]. International Journal of Research in Marketing - Issue 4 | Volume 30. https://doi.org/10.1016/J.IJRESMAR.2013.10.001.
Wang, Z., Arndt, A., Singh, S., Biernat, M., Liu, F. (2013). “You Lost Me at Hello”: How and when accent-based biases are expressed and suppressed. International Journal of Research in Marketing - Issue 2 | Volume 30. https://doi.org/10.1016/j.ijresmar.2012.09.004.
Singh, S., Hillmer, S., Wang, Z. (2011). Efficient Methods for Sampling Responses from Large-Scale Qualitative Data. Marketing Science - Issue 3 | Volume 30. https://doi.org/10.1287/mksc.1100.0632.
Donavan, D., Singh, S., Todd Donavan, D., Mishra, S., Little, T. (2008). The latent structure of landscape perception: A mean and covariance structure modeling approach. Journal of Environmental Psychology - Issue 4 | Volume 28. https://doi.org/10.1016/j.jenvp.2008.03.004.
Patil, V., Mishra, S., Singh, S. (2008). Efficient Theory Development and Factor Retention Criteria: A Case for Abandoning the Most Popular Criterion. Journal of Business Research - Issue 2 | Volume 61.
Fang, X., Singh, S., Ahluwalia, R. (2007). An Examination of Different Explanations for the Mere Exposure Effect. The Journal of Consumer Research - Issue 1 | Volume 34. https://doi.org/10.1086/513050.
Singh, S., Dalal, N., Spears, N. (2005). Understanding Web home page perception. European Journal of Information Systems - Issue 3 | Volume 14. https://doi.org/10.1057/palgrave.ejis.3000525.
Singh, S., Dalal, N. (1999). Web Home Pages as Ads: A Communications View. Communications of the ACM - Issue 8 | Volume 42.
Bendapudi, N., Singh, S., Bendapudi, V. (1996). Enhancing Helping Behavior: An Integrative Framework for Promotion Planning. Journal of Marketing - Issue 3 | Volume 60.
Singh, S., Mishra, S., Bendapudi, N., Linville, D. (1994). Enhancing Memory of Television Commercials through Message Spacing. Journal of Marketing Research - Volume 31.
Singh, S., Cole, C. (1993). The Effect of Length, Content, and Repetition on Television Commercial Effectiveness. Journal of Marketing Research - Volume 30.
Murray, J., Lastovicka, J., Singh, S. (1992). Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Context Effects. Journal of Consumer Research - Issue 4 | Volume 18.
Singh, S., Rothschild, M., Churchill, G. (1988). Recognition Versus Recall as Measures of Commercial Forgetting. Journal of Marketing Research - Issue 1 | Volume 25.
Singh, S., Churchill, G. (1986). Using the Theory of Signal Detection to Improve Ad Recognition Testing. Journal of Marketing Research - Volume 23.
Singh, S., Rothschild, M. (1983). Recognition as a Measure of Learning from Television Commercials. Journal of Marketing Research - Volume 20.