| Assoc Prof May Oo Lwin
Associate Dean (Graduate Education), College of Humanities, Arts, & Social Sciences
Division of Public & Promotional Communication
Wee Kim Wee School of Communication and Information
College of Humanities, Arts, & Social Sciences
Email: TMAYLWIN@ntu.edu.sg
Phone: (+65)65923238, 67906669
Office: HSS-06-16D SCI 03-48 |
| Education |
- PhD National University of Singapore 1997
- MBA National University of Singapore 1989
- BA(Hons) Bryn Mawr College 1986
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| Biography |
| May Lwin is Division Head and an Associate Professor with the Division of Public and Promotional Communication, Wee Kim Wee School of Communication and Information in Nanyang Technological University. |
| Research Interests |
| May Lwin's research interests are mainly in the areas of consumer marketing communications and social and health communications issues. In particular, her research in the area of privacy and cybersafety looks at how contextual mediators, safeguards and parental guidelines influence user behavior. In the area of health, she examines how digital communication can influence food intake, exercise, and developmental health. In the area of sensory marketing, she has conducted research on scents, auditory factors and culture-specific symbolism in advertising. She has also co-authored a number of marketing books, including the best-selling Clueless Series (includes titles like Clueless in Advertising and Clueless in Marketing Communications) and a leading textbook for Asia, Principles and Effective IMC Practice. |
| Research Grant |
- A*STAR Science and Engineering Research Council (2010-)
- Academic Research Fund Tier 1 (2007-)
- MOH Health Services Research Competitive Research Grant (2011-)
- Mitsui Sumitomo Insurance Welfare Foundation (MSIWF) Research Grant (2009-)
- RCC (2006-)
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| Current Projects |
- AGameF: Design and Development of an Intergenerational Digitally Mediated Fitness Game for Elderly Users
- An Evaluation of the Impact of Visual and Social Category Cues on the Exercise Motivations and Behaviour of Overweight Children and Adults in the Virtual Environment
- An Examination of the Usage and Understanding of Nutrition Labels and their Role in Health Promotion
- An exploratory study on food preferences and effects of food advertising on children and parents in Singapore
- Can Digital Technology be in the Frontline Battle for Obesity: A Multi-platform Assessment of the Role of Digital Technology in the Communication of Health Information and Health Education of Young Singaporeans
- Desirable Facial Traits of Organizational Spokesperson: Portraying Credibility, Authority and Respectability in a Crisis
- Digital Technology for Health Interventions: Extending Scientific Knowledge to Adult and Regional Populations
- Effects of individuals' social psychological orientation and positioning of televised health message on viewers' food consumption behaviours
- Effects of regulatory fit and message positioning of healthy food consumption advertisements on behavioural outcomes and message recall on television: Implications for message design in health campaigns
- Exploratory Studies of Urban Asian Health Communication and Information
- H1N1: A Study in Health Communication
- Impact of Digital Gaming Technology on Physical Activity and Obesity Related Behaviours
- Influencing child food preferences : The impact of message framing & interactivity on efficacy and intention to concume fruits & vegetables
- Information Communication Technology for Health: Improving Health Care and Disseminating Health Messages using Mobile Communication
- Preparedness versus Paranoia: Examining the Effects of Over-Communicating Health Crisis Preparedness Messages
- Public Health Campaigns versus Food Advertising: A Model of Joint Interactive Effects on Attitudes and Behavioural Intentions towards Food Consumption in Singapore, China and USA
- SOCIAL MOTIVATORS IN ANTI-OBESITY
- Social and Health Communications and Issues
- Sorry - but not sorry enough: Examining how apologies are uttered in times of crises
- The Proteus Effect versus Stereotype Threat : Motivation & Performance of overweight teenagers in a physical exercise video game
- The role of scent in influencing cognitive and affective responses
| Selected Publications | - Liu, C., Ang, R. P., & Lwin, M. O. (2013). Cognitive, personality, and social factors associated with adolescents' online personal information disclosure. Journal of Adolescence, .
- Vijaykumar, S., Lwin, M. O., Jiang C., & Au, C. (2013). Determinants of food label use among supermarket shoppers: A Singaporean perspective. Journal of Nutrition Education and Behavior, .
- Stanaland, A. J.S., & May, L. O. (2013). Online pivacy practices: Advances in China. Journal of International Business Research, .
- Lwin, M. O., Stanaland, A. J. S., & Williams, J. (2013). Dieting among young consumers in Aisa: Gender-specific motivators and health care marketing implications. Academy of Health Care Management Journal, .
- Miyazaki A., Stanaland, A., & Lwin, M. O. (2012). Privacy policy readability for children-oriented websites: Effects on youth perceptions of risk and trust. Journal of Public Policy & Marketing., .
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