Yih Hwai

LEE, Yih Hwai

Head of Department
Associate Professor


MARKETING

Bio

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, a....

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Recognition & Awards

  • 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

Educational Qualifications

  • PhD, University of North Carolina, Chapel Hill, USA, 1997
  • BBA (Hons), National University of Singapore, 1993

Academic Experience

  • 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

Corporate Experience

  • 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

Selected Publications

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

Selected Publications

23

Journals

3

Conference

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

Research / Teaching Areas

Advertising Effects

Incongruity Theories

Cognitive And Affective Information Processing

Courses

  • Marketing Theory and Research (BBA Honors)

Membership & Professional Activities

  • Association for Consumer Research
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