Surendra N. Singh
- AT&T Foundation Professor
- Marketing and Business Law academic area
Ph.D. in Business, University of Wisconsin, Madison
M.S. in Marketing, University of Wisconsin, Madison
B.S., Benaras Hindu University, India
- 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.