Yih Hwai Lee

Dr. Yih Hwai Lee is an Associate Professor of Marketing at the National University of Singapore (NUS) Business School, holding tenure since 2004. He has served as Head of the Marketing Department, Academic Director of the CEMS MSc Programme, and Assistant Dean of Undergraduate Studies at NUS. His research focuses on advertising effects, consumer information processing (including linguistic effects in Chinese and English contexts), and the psychological mechanisms underlying consumer behavior. Notable contributions include studies on information ambiguity, brand naming strategies, and the role of emotional receptivity in marketing interactions.

Dr. Lee earned his Bachelor's degree in Business Administration (First Class Honors) from NUS and a PhD in Marketing from the University of North Carolina at Chapel Hill. He has advised corporations such as Singapore Pools, Fidelity Investments, and Shell Singapore, applying his expertise in consumer decision-making and marketing strategy.

His research outputs span key journals like the Journal of Consumer Research and Journal of Marketing Research, addressing topics such as service encounter dynamics, incentive design for learning, and cross-cultural consumer well-being. Teaching is a cornerstone of his career, emphasizing critical thinking, professional knowledge transfer, and student engagement.

Dr. Lee’s academic leadership roles include Co-Academic Director of the MSc (Marketing Analytics and Insights) program starting July 2025, underscoring his commitment to advancing data-driven marketing education and research.