Jimmy Wong

Associate Professor Jimmy Wong

Deputy Head, Master of Management Programme

School of Business

Tel: +65 6248 9125

Email: amltbXl3b25nc3lAc3Vzcy5lZHUuc2c=

Educational Qualifications

  • 2011
    PhD (Marketing), University of Illinois at Urbana Champaign, USA
  • 2005
    MBA (Honours), Nanyang Technological University, Singapore
  • 1997
    BBus, Nanyang Technological University, Singapore

Academic and Professional Experience

  • 2024 - Present
    Deputy Head, Master of Management Programme, School of Business, SUSS
  • 2022 - Present
    Associate Professor, School of Business, SUSS
  • 2018 - 2021
    Associate Lecturer, ESSEC Business School, Asia Pacific
  • 2015 - 2021
    Senior Lecturer, School of Business, SUSS
  • 2011 - 2015
    Lecturer, Monash University, Australia
  • 2009, 2011
    Instructor, University of Illinois at Urbana Champaign, USA
  • 2003 - 2006
    Tutor, Nanyang Technological University, Singapore
  • 1999 - 2003
    Sales Team Leader, Johnson & Johnson Singapore Pte Ltd
  • 1997 - 1999
    Sales Engineer, Ranoda Electronics Singapore Pte Ltd
  • Wong, A. and Wong, J. “Service robot acceptance in museums: An empirical study using the Service Robot Acceptance Model (sRAM)”, Journal of Services Marketing, forthcoming.
  • Wong, J., Wang, J. J., and Lalwani, A. K. (2022). The interactive effects of power and self-construal on consumers’ brand logo size preference. Journal of Business Research, 150(Nov), 279-296.
  • Newton, J. D., Wong, J., and Cassidy, R. (2018). Decking the halls with boughs of holly reduces dissatisfaction with service failures. Journal of Service Research, 21(4), 389-404.
  • Newton, F. J., Newton, J. D., and Wong, J. (2017). This is your stomach speaking: Anthropomorphized health message reduce portion size preferences among the powerless. Journal of Business Research, 75(June), 229-239.
  • Newton, J. D., Wong, J., and Newton, F. J. (2016). Listerine – for the bridesmaid who’s never a bride: Disparaging humour increases brand attitude and recall among the powerless. European Journal of Marketing, 50(7/8), 1139-1158.
  • Wong, J., Newton, J. D., and Newton, F. J. (2016). Powerlessness following service failure and its implications for service recovery. Marketing Letters, 27(1), 63-75.
  • Newton, J. D., Wong, J., and Newton, F. J. (2015). The social status of health message endorsers influences the health intentions of the powerless. Journal of Advertising, 44(2), 1-10.
  • Wong, J., Newton, J. D., and Newton, F. J. (2014). Effects of power and individual-level cultural orientation on preferences for volunteer tourism. Tourism Management, 42(June), 132-140.
  • Shavitt, S., Torelli, C., & Wong, J. (2009). Identity-based motivation: Constraints and opportunities in consumer research. Journal of Consumer Psychology, 19(3), 261-266.
  • Wong, A. and Wong, J. (2023). Understanding the effects of robot anthropomorphism on consumer co-creation and wellbeing, Proceedings of the Global Marketing Conference, 20-23 July, Seoul, Korea.
  • Wong, J. and Wong, A. (2023). Consumer resistance to service robots: The effects of anxiety, negative emotions, and intrusion. AIRSI2023 The Metaverse Conference.
  • Kwan, V., Crabie, J., Morales, X., Pathare, A., Steyaert, L., Zorn, P., and Wong, J. (2021). The three themes of luxury – Testing a practical model for luxury brand managers. Australian and New Zealand Marketing Academy Conference, Melbourne, Australia.
  • Wong, J. (2020). The effects of power distance belief on consumer preference for brand logos: The moderating role of symbolic products. International Academic Research Conference on Marketing, Bangkok, Thailand.
  • Shen, D., Wong, J., and Shavitt, S. (2019). “I can tolerate the manager, but not the receptionist”: How cultural orientation affects consumers’ reaction to service failure. Association for Consumer Research Conference, Atlanta, USA.
  • Wong, J., Newton, J. D., Tsarenko, Y., and Newton, F. J. (2017). The benefits of allowing consumers to choose their online advertisements. Australian and New Zealand Marketing Academy Conference, Victoria, Australia.
  • Newton, J. D., Wong, J., and Cassidy, R. (2017). Decking the halls with boughs of holly reduces dissatisfaction with service failures. Summer American Marketing Association Conference, San Francisco, CA.
  • Nallaperuma, K., Newton, J. D., Robertson, N., and Wong, J. (2017). How to make the powerful focus on other people? Summer American Marketing Association Conference, San Francisco, CA.
  • Newton, J. D., Wong, J., and Newton, F. J. (2015). Disparaging humour increases brand attitude among the powerless. Australian and New Zealand Marketing Academy Conference, Sydney, Australia.
  • Wong, J., & Wan, E. (2012). Power intensifies action consistent with self-regulatory orientation. 2012 Asia Pacific Conference of the Association for Consumer Research, New Zealand. 10th Marketing Scholar Forum at the University of Hong Kong, June 24th – 26th, 2012.
  • Wong, J., & Wan, E. (2011). Effects of regulatory mode on power. Conference of the Society for Consumer Psychology, Atlanta, Georgia, USA.
  • Koo, M., Wong, J., & Shavitt, S. (2011). Embodied cognition, power, and culture. Conference of the Society for Consumer Psychology, Atlanta, Georgia, USA.
  • Wong, J., & Shavitt, S. (2010). Be rude to me and I will buy a Rolex: Effects of cultural orientation on responses to power threat in a service setting. Conference of the Society for Consumer Psychology, Tampa, Florida, USA.
  • 2022 - Present
    Reviewer, Journal of Business Research
  • 2015 - Present
    Reviewer, Australian and New Zealand Marketing Academy
  • 2013 - Present
    Reviewer, International Journal of Marketing Research
  • 2013 - Present
    Reviewer, Hospitality Management
  • 2009
    Reviewer, Society for Consumer Psychology
  • 2008 - 2009
    Association for Consumer Research


  • Co-Principal Investigator, 2021, NParks Research Grant. Social Research Study on Management of Cats.
  • Principal Investigator, 2015, SIM University Applied Research Committee Grant. Developing Interactive e-Learning Tools to Build Student Persuasive Communication Skills.
  • Artificial Intelligence and Service Robots
  • Consumer Psychology; Consumer Behaviour; Cultural Psychology
  • 2023
    Psychology & Marketing Conference Award, Global Marketing Conference
  • 2019
    Faculty Teaching Award, Singapore University of Social Sciences
  • 2015
    Purple Letter of Teaching, Monash University, Australia
  • 2011
    List of Excellent Teachers, University of Illinois, Urbana-Champaign, USA
  • 2010
    Jagdish N. Sheth Research Fellowship, Jagdish N. Sheth Foundation, USA
  • 2010
    Sheth/Sudman Award for Excellence in Research, University of Illinois, Urbana-Champaign, USA
  • 2006
    PhD Research Fellowship, University of Illinois, Urbana-Champaign, USA
  • 2005
    Letter of Teaching, Nanyang Business School, Nanyang Technological University
  • 2005
    MBA Dean’s Honours List, Nanyang Business School, Nanyang Technological University
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