Victor Seah

Dr Victor Seah


Behavioural Insights Centre of Excellence

Tel: +65 6240 8873

Email: dmljdG9yc2VhaHl6QHN1c3MuZWR1LnNn

Educational Qualifications

Web Development Immersive, General Assembly, Singapore

Advanced Certificate in Training and Assessment, Institute for Adult Learning, Singapore

PhD (Organisation and Management), University of New South Wales, Australia

Bachelor of Arts (Honours) Psychology, University of Sydney, Australia

Academic and Professional Experience

2023 - Present
Director, Behavioural Insights Centre of Excellence (BICE), Singapore University of Social Sciences, Singapore

2022 - 2023
Deputy Director, Centre of Excellence for Behavioural Insights at Work (BI@Work), Singapore University of Social Sciences, Singapore

2020 - 2022
Deputy Head, Psychology Programme, Singapore University of Social Sciences, Singapore

2019 - 2020
Senior Lecturer, Psychology Programme, Singapore University of Social Sciences, Singapore

2016 - 2019
Associate Faculty, Psychology Programme, Singapore University of Social Sciences, Singapore

2014 - 2023
Business Owner, F&B industry

2013 - 2016
Lecturer, Psychology Programme, Ngee Ann Polytechnic

2010 - 2012
Tutor and Guest Lecturer, Australian School of Business, University of New South Wales, Australia

Seah, Y. Z. & Cropley, D. H. (2023)
A New Old Way to Foster Creativity: Nudge how we conceptualise and recognise it. In Reisman, F. (Ed.), Unpacking Creativity: Culture, Innovation, and Motivation in Global Contexts (pp. 322-326). London: KIE Publications.
Available online:

Koh, W. C. & Seah, Y. Z. (2023)
Unintended consumption: The effects of four e-commerce dark patterns. Cleaner and Responsible Consumption, 11, 100145.

Seah, Y. Z. & Cropley, D. H. (2023)
Social priming and creativity: The impact of negative social labels. Manuscript in preparation.

Seah, Y. Z., Tan, E., Lin, Y., Wong, A., Ho, Y. Y., Lim, W. Y., Lim., Y. H., & Chan, K. M. (2023, February 3-5)
Nudging for improved academic performance and motivation [Paper presentation]. 6th IEEE Eurasian Conference on Educational Innovation 2023, Singapore.

Seah, Y. Z., & Tan, E. M. Y. (2023)
Nudging for Improved Academic Performance and Motivation in Higher Learning Institutions. EPRAInternational Journal of Multidisciplinary Research, 9(5), 74-77.

Seah, Y. Z. & Ha, H. (2022)
Behavioural insights, organisational resilience, and disaster preparedness. In A. Singh (Ed.), International Handbook of Disaster Research. Springer.

Seah, Y. Z. (2021)
COVID-19 and its effects on attitudes toward opportunity-motivated entrepreneurship: Before and after lockdown. Sustainability, 13(16), 8689.

Birney, D. P., Beckmann, J. F., & Seah, Y. Z. (2016)
More than the eye of the beholder: The interplay of person, task, and situation factors in evaluative judgements of creativity. Learning and Individual Differences, 51, 400-408.

Birney, D. P., Bowman, D. B., Beckmann, J. F., & Seah, Y. Z. (2012)
Assessment of processing capacity: Reasoning in Latin Square tasks in a population of managers. European Journal of Psychological Assessment, 28, 216-226.

Seah, Y. Z. (2013)
'But what is it good for' - An investigation into the process of evaluating potentially creative and innovative products. Unpublished PhD Dissertation, Australian School of Busness, University of New South Wales.

Seah, Y. Z., Birney, D. P., & Beckmann, J. F. (2010)
From Creativity to Innovation: Maximising creative ideas by improving the evaluation process. Paper presented at the 9th Australian Conference on Personality & Individual Differences, University of Wollongong, Sydney, Australia.

Advisory Board Member, Lutheran Community Care Services
Panellist, SUSS – UOB – SMF Global Leadership Symposium
Moderator and Facilitator, SUSS’s Pixels and Possibilities – A Global Symposium on Nurturing Safety, Resilience, and a Future in Esports
Presenter, Singapore Logistics Association x WSH Council Dialogue on Code of Practice on Chief Executives’ and Board of Directors’ WSH Duties
Judge, WSH Innovation Awards 2023 for Logistics and Transport Sector
Panellist and Speaker, WSH Forum for Logistics and Transport Industry 2023
Panellist, WSHC’s Vision Zero Pledging Event for the Hospitality and Entertainment industries
Speaker, SBS Transit’s annual Safety Health Awareness Program and Education (SHAPE)

Reviewer, Administrative Sciences
Reviewer, Sustainabiilty
Reviewer, Psychology of Aesthetics, Creativity, and the Arts

Panellist and Speaker, National Library Board Read!Fest: Redefining Work Culture

Member, Australian Psychological Society
International Affiliate, American Psychological Association

2022 - Present
SUSS Strategic Thrust Project: Analytics Informed Nudging

Trainer for CET278 Behavioural Insights for Health & Safety Leaders course

Thye Hua Kwan Homes for Disabled Services

SUSS Advancement Office Data and Nudging Strategy

2020 - 2021

2009 - 2012
Corporate Trainer and Executive Coach, Accelerated Learning Laboratory, Australia

  • Live Radio Guest | CNA938 | COVID-19 and littering: Why does it seem so difficult for Singaporeans to kick this habit of littering? | 18 Aug 2020
  • Live Radio Guest | CNA938 | Lockdown and personality change | 4 Aug 2020
  • Behavioural Insights and Nudges
  • Workplace Behaviour Change
  • Creativity and Innovation
  • Entrepreneurship
  • 2023 (PI): “Applying Behavioural Insights to Augment Safety of Lashing Operations”, $46,322 (MNC Port Operator commissioned research)
  • 2022 (PI): “Social Label Nudges for Prosociality and Well-Being”, $28,836 (MOE Start-Up Research Funding)
  • 2022 (Collaborator): “Integration of novel causal mediation analysis for distributional data and survey studies in behavioural science”, $100,049 (MOE Start-Up Research Funding)
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