Dr Ewe Soo Yeong
Lecturer Department of Marketing ewe.sooyeong@monash.edu |
Soo Yeong joined Monash University Malaysia in Feb 2018. She has more than 15 years of teaching experience in tertiary education, and a few years of corporate experience in the banking industry.
Her specialties lie in consumer behavior and experimental research methods. Her current research interest is consumer decision making and green behavior. Other areas of research interest include technology adoption, information processing and message framing. Her multidisciplinary training in Economics, Finance and Marketing is particularly useful when solving research problems. Her work has been published in respected journals such as Marketing Intelligence and Planning, International Journal of Bank Marketing and Journal of Behavioral Finance.
Academic Qualifications
Doctor of Philosophy | |
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Institution | Monash University |
Year awarded | 2017 |
Post Graduate Diploma in Business and Commerce (Marketing) | |
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Institution | Monash University |
Year awarded | 2011 |
Master of Economics | |
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Institution | University of Malaya |
Year awarded | 2002 |
Bachelor of Management (Majoring in Accounting and Finance)(1st class Hons) | |
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Institution | Universiti Sains Malaysia |
Year awarded | 1997 |
Membership in Associations and International Bodies
Membership | Membership of European Marketing Academy |
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Role | Member |
Duration | 2020 |
Areas of Expertise
* | Consumer behavior (Consumer decision making, financial decision making) |
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* | Experimental Approach, SEM |
Teaching
Subject Code | Subject |
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MKW 2420 | Marketing Research Methods |
MKW 2500 | Retail Marketing |
Book Chapters
* | Tjiptono, F., Khan, G., Ewe, S. Y., Kunchamboo, V. (2020) “Generation Z in Malaysia: The five "E" generation (Electronically-engaged, Educated, Entrepreneurial, Empowered, and Environmentally-conscious)”, Chapter 10 in The New Generation Z in Asia: Dynamics, Differences, Digitalization, published by Emerald Publishing Limited. |
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Scholarly Journals
* | Ewe, S. Y., Lee, C. K. C., Gul, A. F. (in press), “Regulatory focus and investment advisers’ recommending behaviour”, International Journal of Bank Marketing. |
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* | Ewe, S. Y., Lee, C. K. C., Watabe, M. (2020), “Prevention focus and prior investment failure in financial decision making”, Journal of Behavioral and Experimental Finance, Vol. 26, p. 100321. |
* | Ewe, S. Y., Gul, F.A., Lee, C. K. C., Yang, C. Y. (2018), “The Role of Regulatory Focus and Information in Investment Choice: Some Evidence Using Visual Cues to Frame Regulatory Focus”, Journal of Behavioral Finance, Vol. 19, No.1, pp. 89-100. |
* | Ewe, S. Y., Yap, S. F., Lee, Christina K. C., (2015),"Network externalities and the perception of innovation characteristics: mobile banking", Marketing Intelligence & Planning, Vol. 33, No. 4, pp. 592 – 611. |
Conference Proceedings
* | Ewe, S. Y., Lee, Christina K.C. (2019), Regulatory Focus and Investment Adviser’s Recommending Behavior, conference proceeding in EMAC, Hamburg, Germany, 28 – 31 May 2019. |
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* | Ewe, S.Y., Lee, Christina K.C., Watabe, Motoki, Gul, A. F. (2016), The Effect of Recent Investment Experience on Subsequent Unrelated Consumer Decisions, poster presentation in the 2016 Society for Judgment and Decision Making (SJDM) conference in Boston, MA, USA, 18-21 November 2016. |
* | Ewe, S. Y., Lee, Christina K. C., Watabe, M., Gul, A. F., Yang, L. (2016), Recent Experience and Financial Decision Making: Does Intensity in Chronic Regulatory Focus make a Difference?, conference proceeding in ANZMAZ Conference, Christchurch, New Zealand, 5 – 7 Dec 2016. |
* | Ewe, S.Y., Lee, Christina K.C. (2013), Recent Experience and Financial Decision Making, conference proceeding in ANZMAZ Conference, Auckland, New Zealand, 1 – 4 Dec 2013. |
* | Ewe, S.Y., Yap, S.F., Lee, Christina K.C. (2012), The Effect of Network Externalities on the Perception of a New Service Offering: Mobile Banking, conference proceeding in Global Marketing Conference, Seoul, Korea, 19-22 July 2012. |
Local Grants
Title | Enhancing Trustworthiness to Gain Sustainable Development: The Signaling Effect of Voluntary “Hostage Posting” on Consumer Behavior |
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Investigators |
Dr. Ewe Soo Yeong (Principal investigator) Associate Prof. Motoki Watabe |
Funding Period | March 2020 – Feb 2021 |
Funding Body/Organisation | Monash University School of Business Research Seed Grant |
Title | The Impact of Covid-19 and the Change In Personal Selling Strategies |
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Investigators | Dr. Ewe Soo Yeong |
Funding Period | July – Nov 2020 |
Funding Body/Organisation | Covid Kickstarter Fund Scheme |
Current Supervision
Student | Singh, Simran Kaur Nvinderjit |
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Title | Religion and Consumption : An Investigation of Consumer Choice Behaviour (PhD) |
Completed Supervision
Student | Lee Yee Qin |
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Title | The Role of Anchoring Effect (In Impulse Buying Condition) On Price Estimation, Willingness to Pay and Purchase Intentions (BBusCom Honours) |
Awarding University | Monash University |
International Award
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Award : Highly Commended Paper Awarding Body : Emerald Literati Network Awards for Excellence Year : 2016 Journal Article : Network externalities and the perception of innovation characteristics: mobile banking. |
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