Yih Hwai
LEE, Yih Hwai Head of Department
Associate Professor
Department:  Marketing Office:  BIZ 1, 8-27 Contact:  (65) 6516 3058/3168 Email:  mkthead@nus.edu.sg; bizleeyh@nus.edu.sg Curriculum Vitae

Dr. Lee Yih Hwai Lee is an Associate Professor and Head of the Department of Marketing at National University of Singapore (NUS) Business School. He was the Academic Director of the Master of Science programme at CEMS, a global alliance of business schools, corporations and non-profit organisations, and Assistant Dean of Undergraduate Studies at NUS. ...[More+]

Research
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Selected
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Activities
    • Advertising Effects
    • Incongruity Theories
    • Cognitive And Affective Information Processing
    • Journal Articles
      • Elison Lim, Lee, Yih Hwai and Maw Der Foo (2017), "Frontline employees’ nonverbal cues in service encounters: a double-edge sword", Journal of the Academy of Marketing Science, 45(5), 657-676
      • Thorbjornsen H, Dahlen M and Lee, Yih Hwai (2016), "The Effect of New Product Preannouncements on the Evaluation of Other Brand Products", Journal of Product Innovation Management, 33, 3, 342-355
      • Leong Siew Meng, Ang, Swee Hoon, Cote Joseph A., Lee, Yih Hwai and Houston Michael J. (2016), "What is Consumer Well-Being to Asians?", Social Indicators Research, 126, 2, 777-793
      • Elison L, Kum, Doreen and Lee, Yih Hwai (2015), "Understanding how Changes within Service Experiences impact Prospective versus Retrospective Time Judgments", Journal of the Academy of Marketing Science, 43, 6, 730-745
      • Swee Hoon Ang, Siew Meng Leong, Seng Lee Lou and Lee, Yih Hwai (2014), "Necessary But Not Sufficient: Beyond Novelty in Advertising Creativity", Journal of Marketing Communications, Vol. 20, no. 3, 214-230
      • Lee, Yih Hwai and Anirban Som (2012), "The Joint Effects of Choice Assortment and Regulatory Focus on Choice Behavior", International Journal of Research in Marketing , 29, no. 2, 202-209
      • Lee, Yih Hwai, Doreen Kum, Lars Bergkvist and Leong Siew Meng (2012), "Brand Personality Inference: The Moderating Role of Product Meaning", Journal of Marketing Management , 28, no. 11-12, 1291-1304
      • Lee, Yih Hwai and Doreen Kum (2011), "The Joint Effects of Advertising and Product Trial: A Source-monitoring Perspective", Marketing Letters, 22, no. 3, 213-226
      • Kum, Doreen, Lee, Yih Hwai and Qiu Cheng (2011), "Testing to Prevent Bad Translation: Brand Name Conversions in Chinese-English Contexts", Journal of Business Research, Vol. 64, no. 6, 594-600
      • Lee, Yih Hwai and Elison Lim (2010), "When Good Cheer Goes Unrequited: How Emotional Receptively Affects Evaluation of Expressed Emotion Consumer Emotional Receptivity", Journal of Marketing Research, 47, no.6, 1151-1161
      • Catherine Yeung, Qiu Cheng and Lee, Yih Hwai (2009), "Suppressing Feelings: A Double-edged Sword to Consumer Judgment and Choice", Journal of Consumer Psychology, 19, no. 3, 427-439
      • Lim Elison, Swee Hoon Ang, Siew Meng Leong and Lee, Yih Hwai (2009), "Processing Idioms in Advertising Discourse: Effects of Familarity, Phase Type, and Compositionality on Consumer Ad Response", Journal of Pragmatics, 41, no. 9, 1778-1793
      • Qiu Cheng and Lee, Yih Hwai (2009), "When uncertainty brings pleasure: The role of outcome imageability and mental imagery", Journal of Consumer Research, 36, no. 4, 624-633
      • Lee, Yih Hwai and Elison Lim (2008), "What's funny and what's not: The moderating role of cultural orientation in ad humor", Journal of Advertising, 37 (2), 71-84
      • Swee Hoon Ang, Siew Meng Leong and Lee, Yih Hwai (2007), "The Ad Creativity Cube: Conceptual and Initial Validation", Journal of the Academy of Marketing Science, 35, no.2, 220-232
      • Lee, Yih Hwai and Keh Heng Tat (2006), "Do reward programs build loyalty for services? The moderating effect of satisfaction on type and timing of rewards", Journal of Retailing , 82 (2), 127-136
      • Lee, Yih Hwai and Nader Tavassoli (2004), "The Effect of Attribute Order on Judgement in Chinese and English", Journal of Experimental Psychology-Applied, 10(4), 258-266
      • Lee, Yih Hwai and Ang Kim Soon (2003), "Brand name suggestiveness: A Chinese language perspective", International Journal of Research in Marketing , Volume 20, Issue 4, 323-335
      • Lee, Yih Hwai and Ang Swee Hoon (2003), "Interference of Picture and Brand Name in a Multiple Linkage ad Context", Marketing Letters, 14(4), 273 - 288
      • Lee, Yih Hwai and Nader Tavassoli (2003), "The differential interaction of auditory and visual advertising elements with Chinese and English", Journal of Marketing Research, 40(4), 468 - 480
      • Lee, Yih Hwai and Han Cheun Yuen (2002), "Partitioned pricing in advertising: Effects on brand and retailer attitudes", Marketing Letters, Volume 13, Number 1, 27-40
      • Lee, Yih Hwai (2000), "Manipulating Ad Message Involvement through Information Expectancy: Effects on Attitude Evaluation and Confidence", Journal of Advertising, (29/2), 29-43
      • Lee, Yih Hwai and Charlotte Mason (1999), "Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor", Journal of Consumer Research, 26, 156-169
    • Conference/Seminars
      • Lee, Yih Hwai and Elison Lim (2007), "When Good Cheer Goes Unappreciated: Exploring the Role of Consumer Emotional Receptivity", ANZMAC
      • Lee, Yih Hwai and C Mason (1996), "The effects of theme-based incongruency on ad and brand attitudes", Association for Consumer Research Conference
      • Lee, Yih Hwai, Charlotte Mason and Roxanne Lefkoff-Hagius (1995), "Seeing Double? Consumers Perceptions of Similarity Between Original Products and Knockoffs", Association for Consumer Research Conference
    • Department Outstanding Educator Award (NUS) - 2005
    • Faculty of Business Administration (NUS) Best Paper Award - 2000
    • Represented UNC-Chapel Hill at the American Marketing Association's Doctoral Consortium - 1996
    • Dean’s Honor List with Distinction, Faculty of Business Administration, NUS - 1993
    • Won the Leslie Wong Memorial Medal as well as the Monetary Authority of Singapore book prize for best Honours student - 1993
    • Dean’s Honor List with Distinction, Faculty of Business Administration, NUS - 1992
    • Dean’s Honor List with Distinction, Faculty of Business Administration, NUS - 1991
    • Dean’s Honor List with Distinction, Faculty of Business Administration, NUS - 1990
    • PhD, University of North Carolina, Chapel Hill, USA, 1997
    • BBA (Hons), National University of Singapore, 1993
    • Head of Department, National University of Singapore, 2008 - current
    • Associate Professor of Marketing (with tenure), National University of Singapore, 2004 - current
    • Academic Director, MSc/CEMS, National University of Singapore, 2007 - 2009
    • Assistant Dean, National University of Singapore, 2007
    • Assistant Professor of Marketing, National University of Singapore, 1997 - 2004
    • Senior Tutor in Marketing, National University of Singapore, 1993 - 1994
    • Singapore Pools, Singapore, 2000 - 2007
    • Fidelity Investments, 2006
    • Citibank, Singapore, 2000
    • Danone, China, 1999
    • Xian-Janssen Pharmaceutical Ltd, Singapore, 1998
    • Shell, Singapore, 1998
    • Singapore Cable Vision, Singapore, 1998
    • Marketing Theory and Research (BBA Honors)
    • Association for Consumer Research

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