Dr Ewe Soo Yeong


Department of Marketing

603 5514 6293
Room 6-5-27


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
Institution Monash University
Year awarded 2017
Post Graduate Diploma in Business and Commerce (Marketing)
Institution Monash University
Year awarded 2011
Master of Economics
Institution University of Malaya
Year awarded 2002
Bachelor of Management (Majoring in Accounting and Finance)(1st class Hons)
Institution Universiti Sains Malaysia
Year awarded 1997

Membership in Associations and International Bodies

Membership Membership of European Marketing Academy
Role Member
Duration 2020

Areas of Expertise

* Consumer behavior (Consumer decision making, financial decision making)
* Experimental Approach, SEM


Subject CodeSubject
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.

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.
*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.
*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
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
TitleThe Impact of Covid-19 and the Change In Personal Selling Strategies
Investigators Dr. Ewe Soo Yeong
Funding PeriodJuly – Nov 2020
Funding Body/OrganisationCovid Kickstarter Fund Scheme

Current Supervision

StudentSingh, Simran Kaur Nvinderjit
TitleReligion and Consumption : An Investigation of Consumer Choice Behaviour (PhD)

Completed Supervision

StudentLee Yee Qin
TitleThe 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

* 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.