Projects per year
Personal profile
Biography
Soo Yeong Ewe (尤淑容) is a senior lecturer in the Department of Marketing at Monash University Malaysia. Her current research interests include consumer psychology and behavior in the contexts of sustainable marketing and consumption, and financial decision making. Other areas of research interest include personal selling and sales management, marketing-finance interface and technology adoption. Her research mainly applies experimental approach. Her work has been published in respected journals such as Journal of Personal Selling and Sales Management, International Journal of Bank Marketing, Marketing Intelligence and Planning, Journal of Behavioral and Experimental Finance and Journal of Behavioral Finance. She has more than 20 years of teaching experience in tertiary education and some years of corporate experience. She is also a HRDF certified trainer and is available to conduct corporate training. On top of teaching, training and research, she is actively engaged with external organizations such as the Malaysian Independent Chinese Secondary School Working Committee (MICSS) as a committee member of the curriculum board, and Tzu Chi Foundation (a Taiwanese international humanitarian and non-governmental organization) as a commissioner.
Research interests
- Consumer behavior
- Judgment and decision making
- Sustainable consumption
- Personal selling and sales management
- Experimental approach
Monash teaching commitment
- MKW1120 Marketing Theory and Practice
- MKW 2420 Marketing Research Methods
- MKW 2500 Retail Marketing
- MKM 5955 Marketing and International Consumer
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Education/Academic qualification
PhD, Recent Experience and Financial Decision Making: The Role of Regulatory Focus and Regulatory Closure, Monash University Malaysia
2014 → 2016
Award Date: 24 Feb 2017
Master of Economics, Universiti Malaya (University of Malaya)
1999 → 2002
Award Date: 5 Sept 2002
Bachelor of Management(1st class Honours), Universiti Sains Malaysia (University of Science Malaysia)
1993 → 1997
Award Date: 3 Aug 1997
Research area keywords
- Consumer Behaviour
- Experiment
- Decision Making
- Sustainable Consumption
- Consumer Psychology
- Personal selling
Collaborations and top research areas from the last five years
Projects
- 2 Active
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Fostering Financial Sustainability: Exploring Factors Influencing Loan Repayment Behavior among B40 and M40 Consumers
Ewe, S. Y., Shaiban, M. & Mutum, D.
1/01/25 → 31/12/25
Project: Research
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Case 1: Resilience and recovery in the tourism industry during COVID-19
Tjiptono, F., Khan, G. & Ewe, S. Y., 2024, Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices. Mutum, D. S., Ewe, S. Y., Ghazali, E. M. & Vincent, R. L. (eds.). 1st ed. Cham Switzerland: Springer, p. 9-22 14 p. (Springer Business Cases).Research output: Chapter in Book/Report/Conference proceeding › Chapter (Book) › Other › peer-review
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Case 10: Heng Hiap Industries—Pioneer in the plastic recycling industry
Khan, S. A. & Ewe, S. Y., 2024, Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices. Mutum, D. S., Ewe, S. Y., Ghazali, E. M. & Vincent, R. L. (eds.). 1st ed. Cham Switzerland: Springer, p. 135-145 11 p. (Springer Business Cases).Research output: Chapter in Book/Report/Conference proceeding › Chapter (Book) › Other › peer-review
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Case 11: Delivering convenience in crisis—food delivery during the COVID-19 in Thailand
Anatamsombut, N. & Ewe, S. Y., 2024, Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices. Mutum, D. S., Ewe, S. Y., Ghazali, E. M. & Vincent, R. L. (eds.). 1st ed. Cham Switzerland: Springer, p. 147-161 15 p. (Springer Business Cases).Research output: Chapter in Book/Report/Conference proceeding › Chapter (Book) › Other › peer-review
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Case 5: Tesla’s Entry and the evolving dynamics of the electric vehicle market in malaysia
Yee Qin, L. & Ewe, S. Y., 2024, Marketing Case Studies in Emerging Markets: Contemporary Multi-Industry Issues and Best-Practices. Mutum, D. S., Ewe, S. Y., Ghazali, E. M. & Vincent, R. L. (eds.). 1st ed. Cham Switzerland: Springer, p. 63-78 16 p. (Springer Business Cases).Research output: Chapter in Book/Report/Conference proceeding › Chapter (Book) › Other › peer-review
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Deciphering older female salespeople’s motivation to use social media in sales: insights from Malaysia
Ho, H. H. P., Ewe, S. Y. & Teh, P-L., 2024, Emerging Technologies in Business: Innovation Strategies for Competitive Advantage. Kwok, A. O. J. & Teh, P-L. (eds.). 1st ed. Singapore Singapore: Springer, p. 129-149 21 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter (Book) › Research › peer-review
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Member of American Marketing Association (AMA)
Soo Yeong Ewe (Member)
1 Feb 2023 → 31 Jan 2024Activity: External Academic Engagement › Professional association or peak discipline body
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Economics Subject Committee Member of the Curriculum Board for the Malaysian Independent Chinese Secondary School Working Committee
Soo Yeong Ewe (Contributor)
1 Aug 2002 → 31 Aug 2021Activity: External Academic Engagement › Committees and working groups
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Business Subject Committee Member of the Curriculum Board for the Malaysian Independent Chinese Secondary School Working Committee
Soo Yeong Ewe (Contributor)
1 Aug 2002 → 31 Dec 2024Activity: External Academic Engagement › Committees and working groups
Press/Media
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Opinions on Budget 2024 from Consumption Perspective [从消费的角度看2024财案]
15/10/23
1 Media contribution
Press/Media: Article/Feature
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Opinions on Scent Marketing Strategies [生香活色:”香”的行销策略]
21/09/23
1 Media contribution
Press/Media: Article/Feature
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Marketing Strategies using "Sound" [ 袅袅余音:”声”的行销策略 ]
29/08/23
1 Media contribution
Press/Media: Article/Feature
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Opinions on Visual Marketing Strategies [食色性也:”色”的行销策略]
17/07/23
1 Media contribution
Press/Media: Article/Feature
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Bundled products are really worth buying? [ 捆绑产品真的比较值得买吗?]
1/06/23
1 Media contribution
Press/Media: Article/Feature