• Home
  • Surendra N. Singh

Surendra N. Singh

AT&T Foundation Professor
Primary office:
Capitol Federal Hall
Room 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. 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 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. 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. Marketing Science, 30(3), 532-549.

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 of Business Research, 61(2), 162-170.

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 of Environmental Psychology, 28(4), 339-352.

Fang, X. Singh, S. N., & Ahluwalia, R. (2007). An Examination of Different Explanations for the Mere Exposure Effect. 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. http://ires.ku.edu/~smishra/parallelengine.htm

Singh, S. N., Dalal, N. P., & Spears, N. (2005). Understanding Web Home Page Perception. European Journal of Information Systems, 14, 288-302.

Singh, S. N., & Dalal, N. P. (1999). Web Home Pages as Ads: A Communications View. 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 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 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 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 of Consumer Research, 18(4), 441-451.

Singh, S. N., Rothschild, M. L., & Churchill, G. A. (1988). Recognition Versus Recall as Measures of Commercial Forgetting. Journal of Marketing Research, 25(1), 72-80.

Singh, S. N., & Churchill, G. A. (1986). Using the Theory of Signal Detection to Improve Ad Recognition Testing. Journal of Marketing Research, 23, 327-336.

Singh, S. N., & Rothschild, M. L. (1983). Recognition as a Measure of Learning from Television Commercials. Journal of Marketing Research, 20, 235-248.

The school and accounting program are accredited by AACSB International, The Association to Advance Collegiate Schools of Business
Our Finance Scholars travel to Wall Street every year
Students in Applied Portfolio Management class manage a fund valued at $1 million
Business students get hands-on experience valuing and analyzing investments
Top 20 undergraduate accounting program —Bloomberg Businessweek
One of 34 U.S. public institutions in the prestigious Association of American Universities
44 nationally ranked graduate programs.
—U.S. News & World Report
Top 50 nationwide for size of library collection.
5th nationwide for service to veterans —"Best for Vets: Colleges," Military Times
KU Today