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  • Surendra N. Singh

Surendra N. Singh

AT&T Foundation Professor
Primary office:
Capitol Federal Hall, 3185
University of Kansas


Academic Area



  • Ph.D. in Business, University of Wisconsin-Madison
  • Master'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

Wang, Z., Singh, S., Li, Y., Mishra, S., Ambrose, M., & Biernat, M. (2017). Effects of Employees’ Positive Affective Displays on Customer Loyalty Intentions: An Emotions-As-Social-Information Perspective [Journal Articles]. Academy of Management Journal, 60(1), 109–129.
Choi, J., Rangan, P., Chatterjee, P., & Singh, S. N. (2014). The Odd-Ending Price Justification Effect: The Influence of Price-Endings on Hedonic and Utilitarian Consumption [Journal Articles]. Journal of the Academy of Marketing Science, 42, 545–557.
Wang, Z., Arndt, A., Singh, S. N., & Biernat, M. (2013). You Lost Me at Hello: How and When Accent-Based Biases are Expressed and Suppressed [Journal Articles]. International Journal of Research in Marketing, 30(2), 185–196.
Singh, S. N., Hillmer, S. C., & Wang, Z. (2011). Efficient Methods for Sampling Responses from Large-Scale Qualitative Data [Journal Articles]. Marketing Science, 30(3), 532–549.
Singh, S. N., Donavan, T. D., Mishra, S., & Little, T. (2008). The Latent Structure of Landscape Perception: A Mean and Covariance Structure Modeling Approach [Journal Articles]. Journal of Environmental Psychology, 28(4), 339–352.
Patil, V., Mishra, S. K., & Singh, S. N. (2008). Efficient Theory Development and Factor Retention Criteria: A Case for Abandoning the Most Popular Criterion [Journal Articles]. Journal of Business Research, 61(2), 162–170.
Fang, X., Singh, S. N., & Ahluwalia, R. (2007). An Examination of Different Explanations for the Mere Exposure Effect [Journal Articles]. Journal of Consumer Research, 34(1), 97–103.
Patil, V. H., Singh, S. N., Mishra, S. K., & Donavan, D. T. (2007). Parallel Analysis Engine to Aid in Determining Number of Factors to Retain [Software or Multimedia]. http://ires.ku.edu/~smishra/parallelengine.htm
Singh, S. N., Dalal, N. P., & Spears, N. (2005). Understanding Web Home Page Perception [Journal Articles]. European Journal of Information Systems, 14, 288–302.
Singh, S. N., & Dalal, N. P. (1999). Web Home Pages as Ads: A Communications View [Journal Articles]. Communications of the ACM, 42(8), 91–98.
Bendapudi, N. M., Singh, S. N., & Bendapudi, V. (1996). Enhancing Helping Behavior: An Integrative Framework for Promotion Planning [Journal Articles]. Journal of Marketing, 60(3), 33–49.
Singh, S. N., Mishra, S. K., Bendapudi, N. M., & Linville, D. (1994). Enhancing Memory of Television Commercials through Message Spacing [Journal Articles]. Journal of Marketing Research, 31, 384–392.
Singh, S. N., & Cole, C. A. (1993). The Effect of Length, Content, and Repetition on Television Commercial Effectiveness [Journal Articles]. Journal of Marketing Research, 30, 91–104.
Murray, J. P., Lastovicka, J. L., & Singh, S. N. (1992). Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Context Effects [Journal Articles]. Journal of Consumer Research, 18(4), 441–451.
Singh, S. N., Rothschild, M. L., & Churchill, G. A., Jr. (1988). Recognition Versus Recall as Measures of Commercial Forgetting [Journal Articles]. Journal of Marketing Research, 25(1), 72–80.
Singh, S. N., & Churchill, G. A., Jr. (1986). Using the Theory of Signal Detection to Improve Ad Recognition Testing [Journal Articles]. Journal of Marketing Research, 23, 327–336.
Singh, S. N., & Rothschild, M. L. (1983). Recognition as a Measure of Learning from Television Commercials [Journal Articles]. Journal of Marketing Research, 20, 235–248.

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