Surendra N. Singh

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

Contact Info

785-864-7531
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.