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

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.