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 —

Singh, S. (1999). Web Home Pages as Ads: A Communications View. Communications of the ACM - Issue 8 | Volume 42.
Singh, S. (1996). Enhancing Helping Behavior: An Integrative Framework for Promotion Planning. Journal of Marketing - Issue 3 | Volume 60.
Singh, S. (1994). Enhancing Memory of Television Commercials through Message Spacing. Journal of Marketing Research - Volume 31.
Singh, S. (1993). The Effect of Length, Content, and Repetition on Television Commercial Effectiveness. Journal of Marketing Research - Volume 30.
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. (1988). Recognition Versus Recall as Measures of Commercial Forgetting. Journal of Marketing Research - Issue 1 | Volume 25.
Singh, S. (1986). Using the Theory of Signal Detection to Improve Ad Recognition Testing. Journal of Marketing Research - Volume 23.
Singh, S. (1983). Recognition as a Measure of Learning from Television Commercials. Journal of Marketing Research - Volume 20.