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Lee Yih Hwai

Assoc Professor, Head of Department
Marketing
National University of Singapore
Singapore

Professor Business and Management
Biography

Ph.D., University of North Carolina at Chapel Hill, Kenan Flagler Business School, Marketing, Aug 1997, BBA Honours, National University of Singapore, Marketing, June 1993

Research Intrest

Advertising Effects Incongruity Theories Cognitive And Affective Information Processing

List of Publications
The Effect of New Product Preannouncements on the Evaluation of Other Brand Products, with Thorbjornsen H and Dahlen M (2016), Journal of Product Innovation Management, 33(3), 342-355
Frontline employees’ nonverbal cues in service encounters: a double-edge sword, with Lim E A C and FOO MAW DER (2016), Journal of the Academy of Marketing Science, forthcoming

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