Publications – 2

Journal Articles
Lwin, May O., Vijaykumar, S., Lim, G., & Foo, S. (in press). Baseline Evaluation of a Participatory Mobile Health Intervention for Dengue Prevention in Sri Lanka. Health Education & Behavior.

Lwin, May O., J. Wirtz & A. Stanaland (2016 in press). The Privacy Dyad: Antecedents of Promotion- and Prevention-Focused Online Privacy Behaviors and the Mediating Role of Trust and Privacy Concern. Internet Research, 01/2016; 26(4): forthcoming.
Lwin, May O., Vijaykumar, S., & Jiang, C. (in press). “Refreshing” and “100% Pure”: A Content Analysis of Food Label Claims in Internationally Packaged Foods in Singapore. Journal of Food Products Marketing.
Lwin, May O., Malik, S., Chua, T. S., Chee, T., & Tan, Y. S. (in press). Intergenerational Transfer of Blood Pressure Knowledge and Screening: A School-Based Hypertension Awareness Program in Singapore. Global Health Promotion. doi: 10.1177/1757975914555730

Lwin, May O., M. Morrin, T. Chong, Goh Su Xia (in press). Odor Semantics and Visual Cues: What We Smell Impacts Where We Look, What We Remember, and What We Want to Buy. Journal of Behavioral Decision Making.

Lwin, May O. (2015). Comparative Practices of Food Label Claims from U.S., E.U. and Selected Southeast Asian Countries. Journal of Consumer Marketing. 32 (7), 530 – 541.
Ling, Rich, Oreglia, E., Aracat, R., Pangakar C., Lwin, M. O. (2015). The Use of Mobile Phones among Trishaw Operators in Myanmar. International Journal of Communication, 3583- 3600.
Stanaland, A., Lwin, M. O., Poh Y. C., Chong C. (2015). Protecting Preteens on Facebook: An Exploratory Examination of Parental Mediation Strategies for Children’s Facebook Use in Singapore, Studies in Media & Communication. 3 (1), 56 – 61.
Lwin, May O., Salmon, C.T. (2015). A Retrospective Overview of Health Communication Studies in Asia from 2000 to 2013. Asian Journal of Communication. 25(1), 1-13. doi: 10.1080/01292986.2015.1009265

Lwin, May O. (2014). Examining Asian Women’s Motivations to Undergo Breast Cancer Screening. Journal of Women’s Health Care, 3(3), 100158. doi: 10.4172/2167-0420.1000158.

Lwin, May O., Vijaykumar, S., Lim, G., Theng, Y. L., & Foo, S. (2014). “It’s Effective but Should I Bother?” A Study of Personal Protection Measures against Malaria in Urban India. Public Health, 128(7), 654-664. doi: 10.1016/j.puhe.2014.03.008. icon_view
Yang, J, Ho, S. & Lwin, May O. (2014). Promoting Preventive Behaviors Against Influenza: Comparison Between Developing And Developed Countries. Asian Journal of Communication.
Theng, Y. L., Chandra, S., Goh, L. Y. Q., Lwin, May O., & Foo, S. (2014). Exploratory Qualitative Study for Community Management and Control of Tuberculosis in India. Acta Tropica. 132, 98 – 105 doi: 10.1016/j.actatropica.2013.12.014. icon_view
Lwin, May O., Morrin, M., Tang, S. W. H., Low, Y, Nguyen, T., & Lee, W. X. (2014). See the Seal? Understanding Restrained Eaters’ Responses to Nutritional Messages on Food Packaging. Health Communication. 29 (8) 745 – 761

Lwin, May O., & Malik, S. (2014). Can Exergames Impart Health Messages? Game Play, Framing, and Drivers of Physical Activity among Children. Journal of Health Communication. 19 (2), 136 – 151. icon_view

Li, B., Lwin, May O., & Jung, Y. (2014). Wii, Myself and Size: The Influence of Proteus Effect and Stereotype Threat on Overweight Children’s Exercise Motivation and Behaviour in Exergames. 3 (1) 40 – 48, Games for Health.

Lwin, May O., Vijaykumar. S., Fernando, O. N. N., Cheong, S. A., Rathnayake, V. S., Lim. G., Theng, Y. L., Foo, S., & Chaudhuri, S. (2014). A 21st Dengue: Crowdsourced Surveillance, Predictive Mapping and Tailored Communication. Acta Tropica, 130, 100-107. doi: 10.1016/j.actatropica.2013.09.021. icon_view

Stanaland, A. J. S., & Lwin, May O. (2013). Online Privacy Practices: Advances in China. Journal of International Business Research, 12 (2).
Chua, P. H., Jung, Y., Lwin, May O., & Theng, Y. L. (2013). Let’s Play Together: Effects of Video-game Play on Intergenerational Perceptions among Youth and Elderly Participants. Computers in Human Behavior, 29(6), 2303-2311.

Liu, C., Ang, R. P., & Lwin, May O. (2013). Cognitive, Personality, and Social Factors Associated with Adolescents’ Online Personal Information Disclosure. Journal of Adolescence, 36(4), 629-638. icon_view
Vijaykumar, S., Lwin, May O., Jiang, C., & Au, C. (2013). Determinants of Food Label Use among Supermarket Shoppers: A Singaporean Perspective. Journal of Nutrition Education and Behavior, 45(3), 204-211. doi: 10.1016/j.jneb.2012.09.001.

Lwin, May O., Stanaland, A. J. S., & Williams, J. (2013). Dieting among Young Consumers in Asia: Gender-Specific Motivators and Health Care Marketing Implications. Academy of Health Care Management Journal, 9(2), 13-25.
Lwin, May O., & Malik, S. (2012) The Efficacy of Exergames-incorporated Physical Education Lessons in Influencing Drivers of Physical Activity: A Comparison of Children and Pre-adolescents. Psychology of Sport & Exercise, 13(6), 756-760. icon_view
Lwin, May O., Anthony, D. M., Stanaland, A. J. S., & Lee, E. (2012). Online Usage Motives and Information Disclosure for Preteen Children. Young Consumers, 13(4), 345-356.

Lwin, May O., & Mailk, S. (2012). The Role of Media Exposure, Peers and Family on Body Dissatisfaction amongst Boys and Girls. Journal of Children and Media, 6(1), 69-82. doi: 10.1080/17482798.2011.633406. icon_view

Lwin, May O., & Morrin, M. (2012). Scenting Movie Theatre Commercials: The Impact of Scent and Pictures on Brand Evaluations and Ad Recall. Journal of Consumer Behaviour, 11(3), 264-272. doi: 10.1002/cb.1368. icon_view

Lwin, May O., Li, B., & Ang, R. P. (2011). Stop Bugging Me: An Examination of Adolescents’ Protection Behavior Against Online Harassment. Journal of Adolescence, 35(1), 31-41. doi: 10.1016/j.adolescence.2011.06.007. icon_view

Stanaland, A. J. S., Lwin, May O., & Murphy, P. (2011). Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility. Journal of Business Ethics, 102(1), 47-55. doi: 10.1007/s10551-011-0904-z.
Morrin, M., Krishna, A., & Lwin, May O. (2011). Is Scent-Enhanced Memory Immune to Retroactive Interference? Journal of Consumer Psychology, 21(3), 354-361.
Stanaland, A. J. S., Lwin, May O., & Miyazaki, A. (2011). Online Privacy Trustmarks: Enhancing the Perceived Ethics of Digital Advertising. Journal of Advertising Research, 51(3), 511-523.
Peou, C., & Lwin, May O. (2011). Integrating the Internet into Cambodian Higher Education: Exploring Students’ Internet Uses, Attitudes and Academic Utilisation. Australian Journal of Emerging Technologies and Society, 9(2), 95-115.
Lwin, May O., Stanaland, A. J. S., & Williams, J. D. (2010). American Symbolism in Intercultural Communication: An Animosity/Ethnocentrism Perspective on Intergroup Relations and Consumer Attitudes. Journal of Communication, 60(3), 491-514. doi: 10.1111/j.1460-2466.2010.01494.x.
Lwin, May O., Morrin, M., & Krishna, A. (2010). Exploring the Superadditive Effects of Scent and Pictures on Verbal Recall: An Extension of Dual Coding Theory. Journal of Consumer Psychology, 20(3), 317-326.
Petty, R. D., Leong, S. H., & Lwin, May O. (2010). Slogans: US and EU Legal Protection for Slogans that Identify and Promote the Brand. International Journal of Advertising, 29(3), 473-500.
Lwin, May O., Stanaland, A. J. S., & Chan, D. (2010). Using Protection Motivation Theory to Predict Condom Usage and Assess HIV Health Communication Efficacy in Singapore. Health Communication, 25(1), 69-79.
Krishna, A., Lwin, May O., & Morrin, M. (2010). Product Scent and Memory. Journal of Consumer Research, 37(1), 57-68. doi: 10.1086/649909.

Lwin, May O., Stanaland, A. J. S., & Williams, J. D. (2010). Exporting America: Usage of Symbols in International Advertising under Conditions of Consumer Ethnocentrism and U.S.-focused Animosity. International Journal of Advertising, 29(2), 245-278.
Chib, A. I., Lwin, May O., Lee, Z., Ng, V. W., & Wong, P. H. P. (2010). Learning AIDS in Singapore: Examining the Effectiveness of HIV/AIDS Efficacy Messages for Adolescents Using ICTs. Knowledge Management & E-Learning: An International Journal, 2(2), 169-187.
Theng, Y. L., Tan, W. T., Lwin, May O., & Foo, S. S. (2010). An Exploratory Study of the Determinants and Corrective Measures for Software Piracy and Counterfeiting in the Digital Age. Computer and Information Science, 3(3), 30-49.
Miyazaki, A., Stanaland, A. J. S., & Lwin, May O. (2009). Self-Regulatory Safeguards and the Online Privacy of Preteen Children: Implications for the Advertising Industry. Journal of Advertising, 38(4), 79-91.
Wirtz, J., & Lwin, May O. (2009). Regulatory Focus Theory, Trust and Privacy Concern. Journal of Service Research, 12(2), 190-207.
Stanaland, A. J. S., Lwin, May O., & Leong, S. (2009). Providing Parents with Online Privacy Information: Approaches in the US and the UK. Journal of Consumer Affairs, 43(3), 474-494.
Chib, A., Lwin, May O., & Jung, Y. (2009). Adoption of Mobile Phones to Enhance Healthcare: A Technology Acceptance Study of Maternal Care Workers in Indonesia. Media Asia, 36(4), 216-222.
Lalwani, A. K., Lwin, May O., & Ling, P. B. (2009). Does Audiovisual Congruency in Advertisements Increase Persuasion? The Role of Cultural Music and Products. Journal of Global Marketing, 22(2), 139-153. doi: 10.1080/08911760902765973.

Lwin, May O., Stanaland, A. J. S., & Miyazaki, A. D. (2008). Protecting Children’s Privacy Online: How Parental Mediation Strategies Affect Website Safeguard Effectiveness. Journal of Retailing, 84(2), 205-217. doi: 10.1016/jretai.2008.04.004.
Chib, A., Lwin, May O., Ang, J., Lin, H., & Santoso, F. (2008). Midwives and Mobiles: Using ICTs to Improve Healthcare in Aceh Besar, Indonesia. Asian Journal of Communication, 18(4), 348-364. doi: 10.1080/01292980802344182.
Hoy, M., & Lwin, May O. (2008). An International Perspective of Online Disclosure Presentation: A Comparison of Banner Ad Disclosures from United States, United Kingdom and Singapore Web Sites. Journal of Consumer Policy, 31(3), 327-347. doi: 10.1007/s10603-008-9073-6.
Lwin, May O., Williams, J. D., & Wirtz, J. (2007). Consumer Online Privacy Concerns and Responses: A Power-Responsibility Equilibrium Perspective. Journal of Academy of Marketing Science, 35(4), 572-585. doi: 10.1007/s11747-006-0003-3.
Hoy, M., & Lwin, May. O. (2007). Disclosures Exposed: Banner Ad Disclosure Adherence to FTC Guidance in the Top 100 U.S. Websites. Journal of Consumer Affairs, 41(2), 285-325. doi: 10.1111/j.1745-6606.2007.00082.x.
Wirtz, J., Lwin, May O., & Williams, J. D. (2007). Causes and Consequences of Consumer Online Privacy Concern. International Journal of Service Industry Management, 18(4), 326-348. doi: 10.1108/09564230710778128.
Lwin, May O., & Saw, S. M. (2007). Protecting Children from Myopia: A PMT Perspective for Improving Health Marketing Communications. Journal of Health Communication, 12(3), 251-268.
Wirtz, J., Mattila, A. S., & Lwin, May O. (2007). How Effective Are Loyalty Reward Programs in Driving Share of Wallet? Journal of Service Research, 9(4), 327-334. doi: 10.1177/1094670506295853.
Lwin, May O., & Williams, J. D. (2006). Promises, Promises: How Consumers Respond to Warranties in Internet Retailing. Journal of Consumer Affairs, 40(2), 236-260.
Leong, S., & Lwin, May O. (2006). Marketing and the Law: Seeking Exclusivity Over a Brand Naming System? The McDonald’s Experience Journal of Academy of Marketing Science, 34(3), 84-85.
Wilson, T., Tan, H. P., & Lwin, May O. (2006). Television’s Glocal Advertising in Veridical Product Narrative: A SE Asian Reception Study of Consumer Alignment/Alienation, A S.E. Asian Reception Study. Consumption, Markets and Culture, 9(1), 399-413.
Lee, L., Lwin, May O., Cheng, A, Lim, M. S. L., & Saw, S. (2005). Myopia Prevention in Singapore: A Health Beliefs and Protective Behaviour Approach. Investigative Ophtamology and Visual Science, 46(5), 5623.
Yew, Y. W., Saw, S. M., Pan, J. C., Shen, H. M., Lwin, May O., Yew, M. S., & Heng, W. J. (2005).Knowledge and Beliefs on Corneal Donation in Singapore Adults. British Journal of Ophthalmology, 89(7), 835-840.

Lalwani, A., Lwin, May O., & Kuah, L. L. (2005). Consumer Responses to English Accent Variations in Advertising. Journal of Global Marketing, 18(3/4), 143-165.

Lwin, May O., & Williams, J. D. (2003). A Model Integrating the Multidimensional Developmental Theory of Privacy and Theory of Planned Behavior to Examine Fabrication of Information Online. Marketing Letters, 14(4), 257-272.
Walsh, M., Lan, L. L., Lwin, May O., & Williams, J. D. (2003). Marketers’ Boon in Cyberspace: The Anticybersquatting Consumer Protection Act. Journal of Public Policy and Marketing, 22(1), 96-101.
Lwin, May O., Williams, J. D., & Lan, L. L. (2002). Social Marketing Initiatives: National Kidney Foundation’s Organ Donation Programs in Singapore. Journal of Public Policy and Marketing, 21(1), 66-77.
Lan, L. L., & Lwin, May O. (2001). An Overview of the Advertising Laws and Regulations in Singapore. Journal of Business Law, 399-413.
Enright, M., Lwin, May O., & Lan, L. L. (2001). Marketing Perspectives on Asia-Pacific Electronic Commerce. International Quarterly Journal of Marketing, 1(1), 107-115.
Lwin, May O., & Wirtz, J. (2001). Gulfstream Aerospace Corporation – Penetrating Asia’s Corporate Jet Market. Asian Case Research Journal, 5(1), 97-120.
Lwin, May O., & Wee, C. H. (2000). The Influence of Spokesperson Race in Relation to Accents used in Television Commercials. Journal of Current Issues & Research in Advertising, 22(1), 67-83.
Lwin, May O., & Lan, L. L. (2000). DBI: Doing Business in Myanmar. Thunderbird International Business Review, 43(2), 269-287.
Henderson, G. R., Williams, J. D., Dillon, K. D., & Lwin, May O. (1999). The Commodification of Race in Singapore: The Customer Service Implications of The Other-Race-Effect on Tourism and Retailing. Asia Pacific Journal of Management, 16, 213-227.

Lwin, May O., & Wirtz, J. (1999). JointCom Myanmar, Managing An Advertising Agency. Asian Case Research Journal, 3(2), 115-134.
Lwin, May O., Lan, L. L., & Khoo, A. (1999). Advertiser Adherence to Regulatory Codes in the United States and Singapore: A Comparative Evaluation of Television Commercials. Journal of Asian Business, 15(4), 61-79.
Lan, L. L., & Lwin, May O. (1999). An Overview of the Electronic Commerce Laws & Policies in Southeast Asia. International Company and Commercial Law Review, 55-60.
Lwin, May O., & Wee, C. H. (1999). The Effects of an Audio Stimulus: Accents in English language on Cross-cultural Consumer Response to Advertising. Journal of International Consumer Marketing, 11(2), 5-37.
Wee, C. H., Lim, S. L., & Lwin, May O. (1995). Word-of-mouth Communication in Singapore: With Focus on Effects of Message-sidedness, Source and User-type. Asia Pacific Journal of Marketing and Logistics, 7(1/2), 5-36.
Wee, C. H., Lim, S. L., & Lwin, May O. (1995). General Perception of Word-of-mouth Communication as A Source of Information: The Case of Singapore. Asia-Australia Marketing Journal, 3(1), 9-25.
Wee, C. H., & Lwin, May O. (1994). Comparative Effectiveness of Language Used for Print Advertising in A Multi-racial Society: The Singapore Experience. Singapore Management Review, 16(2), 5-46.

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Books
Wells, W., Burnett, J., Moriarty, S., & Lwin, May O. (2006). Advertising: Principles and Effective IMC Practice. Singapore: Pearson Prentice Hall (English, Chinese, Malay, and Thai versions available).
Lwin, May O., Lyen, K., Khoo, A., & Sim, C. (2005). Cara Mengembangkan Berbagai Komponen Kecerdasan. Singapore: Indeks Prentice Hall.
Brink, T., Erdis, G. N., Lwin, May O., & Strydom (2005). Marketing Success Stories edited by Michael Cant and Ricardo Machado. Oxford, UK: Oxford University Press.
Un, K. H., Lwin, May O., & Atchison, J. (2004). Clueless in Finance and Banking. Singapore: Prentice Hall (English, Chinese, Malay, and Thai versions available). icon_view
Lwin, May O., Atchison, J., & Khoo, A. (2003). Clueless in Starting a Business. Singapore: Prentice Hall (English, Chinese, Malay, and Thai versions available).
Lwin, May O., & Atchison, J. (2003). Clueless in Marketing Communications. Singapore: Prentice Hall (English, Chinese, Malay, and Thai versions available). icon_view
Lwin, May O., Lyen, K., Khoo, A., & Sim, C. (2002). How to Multiply Your Child’s Intelligence. Singapore: Prentice Hall. icon_view
Lwin, May O., & Atchison, J. (2002). Clueless in Advertising. Singapore: Prentice Hall (English, Chinese, Malay, and Thai versions available). icon_view
Ang, S. H., Gu, Y. M., Lau, G. T., Leong, S. M., & Lwin, May O., Razzaque, M. A., Shamdasani, P., Subrahmanyan, S., & Wirtz, J. (2000). Principles of Marketing: An Asian Casebook. Singapore: Prentice Hall. icon_view

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Book Chapters
Lwin, May O. (in press). Ethical Concerns in Social Marketing : The Case of Promoting Organ Donation in Singapore. In E. Laczniak & P. Murphy, Ethical Concerns in Marketing: The Higher Road. Boston, MA: Allyn and Bacon.
Lwin, May O. (2015). Ritz Carlton Millenia: The Next Phase. In S. D’Alessamdro, P. Ling, & H. Winzar, Consumer Behaviour in Action. Oxford, UK: Oxford University Press. icon_view
Lwin, May O. (2014). Advertising Education in Singapore. In J. Richards, Advertising Education Worldwide.
Lwin, May O. & Pang, A. (2014). History of Public Relations in Singapore: From Propagandist, Pre-professional to Professionalization. In National Perspectives in the Development of Public Relations: Other Voices’ Series: Asia and Australasia. Basingstoke, UK: Palgrave Pivot. icon_view
Lwin, May O., Li, B., & Williams, J. D. (2013), Childhood Obesity and Exergames: Assessments and Experiences from Singapore. In J. D. Williams, K. E. Pasch, & C. Collins (Eds.), Advances in Communication Research to Reduce Childhood Obesity. New York: Springer. icon_view
Chivoin, P., Lwin, May O., & Vijaykumar, S. (2012). Drivers and Dynamics of Internet Use among University Students in Cambodia. In Linking Research to Practice: Strengthening ICT for Development Research Capacity in Asia. Singapore: Institute of Southeast Asian Studies. icon_view
Lwin, May O., & Wijaya, M. (2010). Do Scents Evoke the Same Feelings Across Cultures? In Sensory Marketing: Research on the Sexuality of Products (pp. 109-121). New York: Routledge.
Williams, J. D., Lwin, May O., Harris, A.-M. G., & Gooding, V. A. (2007). Developing a Power-Responsibility Equilibrium Model to Assess ‘Brick and Mortar’ Retail Discrimination: Balancing Consumer, Corporate, and Government Interests. In T. M. Lowrey (Ed.), Brick & Mortar Shopping in the 21st Century. Mahwah, NJ: Lawrence Erlbaum Associates.
Lwin, May O., Pecotich, A., & Thein, V. (2006). Myanmar: Foreign Brands Trickling Through. In A. Pecotich & C. Shultz (Eds.), Handbook of Markets and Economies: East Asia, Southeast Asia, Australia and NZ. New York: M.E. Sharpe Pty Ltd.icon_view
Lwin, May O., & Chow, J. (2005). Eu Yan Sang, a Global Brand. In M. Cant & R. Machado (Eds.), Marketing Success Stories. Oxford, UK: Oxford University Press. icon_view
Lwin, May O., & Chow, J. (2005). Ethical Concerns in Social Marketing: Organ Donation Drive in Singapore. In M. Cant & R. Machado (Eds.), Marketing Success Stories. UK: Oxford University Press. icon_view
Lwin, May O., & Wirtz, J. (2005). Managing an Ad Agency in Myanmar: JointCom at the Crossroads. In C. Lovelock, J. Wirtz, K. H. Tat & L. Xiongwen (Eds.), Services Marketing Asia – Managing People, Technology, Strategy (2nd ed.). Singapore: Prentice Hall. icon_view
Lwin, May O., & Lee, M. (2002). The Advertising Scene in Singapore. In I. Kloss (Ed.), More Advertising Worldwide (pp. 182-215). Berlin, Heidelberg, New York: Springer. icon_view
Lwin, May O., & Wirtz, J. (2001). Managing an Advertising Agency in Myanmar: JointCom. In C. Lovelock, J. Wirtz & H. T. Keh (Eds.), Services Marketing in Asia: Managing People, Technology, and Strategy. Singapore: Prentice Hall. icon_view
Lwin, May O., & Wirtz, J. (2000). Joint Com Myanmar. In S. H. Ang (Ed.), Principles of Marketing: An Asian Case Book (pp. 194-200). Singapore: Prentice Hall. icon_view
Keh, H. T., & Lwin, May O. (2000). Tupperware in Malaysia. In S. H. Ang (Ed.), Principles of Marketing: An Asian Case Book (pp. 157-161). Singapore: Prentice Hall. icon_view
Lwin, May O. (2000). Dassault Aviation. In S. H. Ang (Ed.), Principles of Marketing: An Asian Case Book. Singapore: Prentice Hall. icon_view
Lwin, May O. (2000). Ritz Carlton Millenia. In S. H. Ang (Ed.), Principles of Marketing: An Asian Case Book. Singapore: Prentice Hall. icon_view
Lwin, May O. (2000). Snappers Restaurant. In S. H. Ang (Ed.), Principles of Marketing: An Asian Case Book. Singapore: Prentice Hall. icon_view
Lwin, May O. (2000). Olarn Water Ski Lake. In S. H. Ang (Ed.), Principles of Marketing: An Asian Case Book. Singapore: Prentice Hall. icon_view
Lwin, May O., & Pecotich, A. (1998). Myanmar: From an Isolated Past to a Golden Future? In A. Pecotich & C. Shultz (Eds.), The Rise of Marketing and Consumer Behavior in East and Southeast Asia (pp. 493-521). Sydney, Australia: McGraw-Hill Book Co Pty Ltd.

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Reports
Lwin, May O. (2012, 2013, 2014). Quarterly Progress Report to Media Development Authority: Socially Mediated System for Malaria-Dengue Public Health Surveillance, Communication, and Engagement (Mo-Buzz).
Lwin, May O. (2011) Digital Technology and Exergaming Interim Reports.
Lwin, May O., & Vijaykumar, S. (2011). State of Food Labels in Singapore. Health Promotion Board.
Lwin, May O. (2010). Overview of the Nutrition Labeling and Claims in Singapore Supermarkets, Health Promotion Board Singapore.
Theng, Y. L., & Lwin, May O. (2008). Promoting Exercise and Healthy Food Consumption: A Study on Senior Citizen’s Acceptance and Adoption of Digitally Mediated Fitness Games. Research Results Report, Shanghai, pp. 173-176.
Lwin, May O., & Williams, J. D. (2008). How to Reduce the Perceived Risk in Online Buying. Harvard Deusto Marketing and Sales, pp. 46-54.
Wirtz, J., Lwin, May O., Wissmeier, U. K. (1999). International Marketing via the Internet: An Explicatory Model for International Transaction Offers in the Net. Research Paper Series, RPS99-05. Singapore: Faculty of Business Administration, NUS, pp. 25.
Lwin, May O., Lalwani, A. K., & Kuah, L. L. (1999). Accents as a Factor in Advertising Effectiveness in Broadcast Media: The Case of Singapore. Research Paper Series, RPS99-09. Singapore: NUS, pp. 24.
Lan, L. L., & Lwin, May O. (1999). Regional Initiatives for Electronic Commerce: A Policy Perspective. Research Paper Series, RPS 99-29, Faculty of Business Administration. Singapore: Faculty of Business Administration, NUS, pp .19.
Lan, L. L., & Lwin, May O. (1999). Advertising Laws and Regulations in Singapore. Research Paper Series, RPS99-48. Singapore: Faculty of Business Administration, NUS, pp. 22.

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Conference Full Papers / Presentation
P.K. Chitra & Lwin, May O., (2015). Political Facilitators and Barriers towards Digitally Mediated Civic Engagement for Dengue Prevention in India, Sri Lanka and Singapore. Paper presented at the International Communication Association 2015, Puerto Rico.
Hossain, M., & Lwin, May O. (2015). Baseline Study on Current Awareness on Pregnancy Complications, Antenatal Care and Media Use Among Pregnant Women in Bangladesh. Poster presented at the Sustainable Healthcare Transformation: International Conference on Health System Innovation, Hobart, Tasmania, Australia.
Hossain, M., Lwin, May O., Salmon, C., & Ling, T. (2015). Role of Protection Motivation Theory Motivators and Psycho-Social Factors in Empowering Pregnant Women’s Antenatal Care Utilization: Implications for Health Policy in Bangladesh. Poster presented at DC Health Communication (DCHC) Conference, George Mason University, Washington, DC, USA.
P.K. Chitra & Lwin, May O., (2015). Psychosocial Facilitators and Barriers Towards Civic Engagement Through Mobile for Dengue Prevention in Sri Lanka, India and Singapore. Paper presented at the DC Health Communication Conference (DCHC) 2015 in Washington DC, Virginia.
Lwin, May O., Shin, W. S., Yee, A. Z. H., and Wardoyo, R. J. (2015). An Integrative Parental Mediation Model of Healthy vs. Unhealthy Food Consumption. Paper to be presented at the 3rd Biennial DC Health Communication Conference (DCHC) 2015 in Washington DC, Virginia, 16th to 18th April 2015. [Honorable Mention Presentation Award].
Lwin, May O., Ho, S. S., Jung Y., Wardoyo, R. J., Kim, H. J., & Theng, Y. L. (2014). Effects of Exergaming and Message Framing in School Group Environment on Physical Activity Attitude and Intentions among Children and Adolescents in Singapore. Paper to be presented at the Association for Education in Journalism and Mass Communication (AEJMC) conference, San Francisco, US.
Lwin, May O., Malik, S., Chua, T. S., Chee, T. & Tan, Y (2014). Intergenerational Transfer of Blood Pressure Knowledge and Screening: A School-based Hypertension Awareness Program in Singapore. Paper presented at the Conference on Communication, Medicine and Ethics, Lugano, Switzerland.
Reidinar, J. W. & Lwin, May. O. (2014). Mothers’ Intention Towards Infant Feeding Practices in Indonesia. Paper presented at the Conference of Communication, Medicine and Ethics, Lugano, Switzerland.
Lwin, May O., Reidinar, J. W., Ho, S. S. & Malik, S. (2014). Effect of Exergaming, Message Framing and Group Condition on Physical Activity Beliefs among Children and Adolescents. Paper presented at Conference on Communication, Medicine and Ethics, Lugano, Switzerland.
Chitra, P. K. & Lwin, May O. (2014). Understanding Beliefs, Attitudes, Intentions towards Socially Mediated Civic Engagement for Infectious Disease Prevention in Sri Lanka. Paper presented at Conference on Communication, Medicine and Ethics, Lugano, Switzerland.
Lwin, May O. & Reidinar, J. W. (2014). Effect of Exergaming, Message Framing and Group Condition on Physical Activity Beliefs among Children and Adolescents. Paper presented at Conference on Communication, Medicine and Ethics, Lugano, Switzerland.
Lwin, May O., Vijaykumar, S., Lim, G., Fernando, O.N.N., Foo, S. (2014). Social Media for Dengue Prevention in Colombo: Receptivity Assessment Using Protection Motivation Theory (PMT). Paper presented at Conference on Communication, Medicine and Ethics, Lugano, Switzerland.
Lwin, May O., Lee, E. & Ho, S. S. (2014). The Role of Media Exposure, Attitude toward Exercise and Exercise Belief on Boys’ and Girls’ Intention to Exercise. Paper presented at Conference on Communication, Medicine and Ethics, Lugano, Switzerland.
Lwin, May O., & Chitra, P. K. (2014). The Role of Privacy Assurances in Influencing Online Trust and Information Disclosure. Paper presented at International Communication Association Conference, Seattle, WA.
Yeo, S. L., Lwin, May O., & Hong, Y. Y. (2014). The Effects of Regulatory Fit and Presentation Order of Health Messages in Countering Unhealthy Food Advertising’s Influence on Attitudes and Intentions to Eat Healthily. Paper presented at Health Communication Division, at International Communication Association (ICA) Conference, Seattle, WA. (Top Paper Award).
Lwin, May O., Vijaykumar, S., Fernando, O. N. N., Rathnayake, V. S., Lim, G., & Foo, S. (2014). Social Media-Based Civic Engagement for Dengue Prevention in Sri Lanka. Paper presented at International Communication Association Pre-Conference, Seattle, WA. icon_view
Shin, W., & Lwin, May O. (2014). The Role of Socialization Agents in Adolescents’ Risk-taking Online Behavior. Paper presented at the Fourth Asian Conference on Psychology and the Behavioral Sciences, Osaka, Japan.
Vijaykumar, S., Lwin, May O., Rathnayake, V. S., Fernando,N.; Lim, G. (2013). Informational and technological needs of public health inspectors and design of mobile, social media solutions for dengue prevention in Sri Lanka. Paper presented at Medicine 2.0: Social Media, Mobile Apps, and Internet/Web 2.0 in Health, Medicine and Biomedical Research, London, UK. icon_view
Vijaykumar, S., Lwin, May O.., Theng, Y. L., Foo, S., Cheong, S. A.; Lim, G. (2013). A social media-based participatory epidemiology approach for vector-borne disease prevention (VBDP) in South Asia.Paper presented at the International Conference on eHealth, Telemedicine, and Social Medicine, Nice, France. icon_view
Yee, A. Z. H., Ong, A., He, Q. P., Sng, J. R. H., and Lwin, May O. (2013). Seals, Country-of-Origin and GDA Nutrition Labelling: Using the Elaboration Likelihood Model to Investigate Food Product Perceptions. Paper presented at the Association for Business Communication Asia-Pacific Conference 2013 in Kyoto, Japan, 13th to 15th May 2013. icon_view
Lwin, May O., Neo, J. J. R., & Morrin, M. (2013). It Can’t Be That Bad If It Smells This Good: Do Pleasant Ambient Odors Diminish the Persuasiveness of Fear Appeals. Paper presented at the Society of Consumer Psychology Winter Conference, San Antonio, TX.
Lwin, May O., Lim, G., & Vijaykumar, S. (2013). Language and Gender Differences on Communication Preferences and Perceived Ease of Use of Social Media in Asia. Paper presented at the Third Asian Conference on Psychology and the Behavioral Sciences, Osaka, Japan.
Yeo, S. L., & Lwin, May O. (2013). Effectiveness of Health Messages in Countering Unhealthy Food Advertising: The Role of Regulatory Fit. Paper presented at the Third Asian Conference on Psychology and the Behavioral Sciences, Osaka, Japan.
Subbiah, D., Lwin, May O., & Ho, S. S. (2013). Show vs. Tell: How Parental Mediation Affects Their Children’s Exercise Motivations, Attitudes and Behaviors. Paper presented at the Third Asian Conference on Psychology and the Behavioral Sciences, Osaka, Japan.
Theng, Y. L., Goh, L., & Lwin, May O. (2013). Social and Technological Support for Stigmatized Diseases: A Case of Tuberculosis Patient-Care in Asia. Paper presented at the Third Asian Conference on Psychology and the Behavioral Sciences, Osaka, Japan.
Lwin, May O. (2013). Crossmodal Effects of Olfactory and Visual Cues in Print Advertisements on Attention and Memory. Paper presented at the Third Asian Conference on Psychology and the Behavioral Sciences, Osaka, Japan.
Pang, A., Lwin, May O., Vikneshwaran, M., Yeo, Y. P., Xu, J., & Lee, H. Z. (2013). Crying with Victims During Crisis: How CEOs Emoting Impact Stakeholder’s Perception of Organization. Paper presented at the 12th Association for Business Communication Asia-Pacific Conference, Kyoto, Japan.
Lwin, May O., Pang, A., Lim, J., Chan, G., Ng, J. & Aw, C. (2013). Promoting Positive Perceptions During Crises: Effects of Scents on Journalists’ Evaluations of the Organization During Media Conferences. Paper presented at the 12th Association for Business Communication Asia-Pacific Conference, Kyoto, Japan.
Morrin, M., Lwin, May O., Rank, T., & Pham, N. (2013). Toothbrushing and Chocolate Consumption. Paper presented at Association for Psychological Science Annual Convention, Washington, DC.
Lwin, May O., Pang, A., Dafir, N. A., Ruslan, S. H., & Yeong, C. J. (2013). Enhancing the Spokesperson’s Credibility Through Appearance: Testing the Facial Credibility Model and Its Influence on the Organization Perception. Paper presented at the International Communication Association, London, UK.
Lwin, May O., Vijaykumar, S., Lim, G., Theng, Y. L., & Foo, S. (2013). Personal Protection Behaviors against Malaria in India: Urban Attitudes and Health Info Seeking Preferences. Paper presented at the International Communication Association, London, UK. icon_view
Lwin, May O., Vijaykumar, S., Theng, Y. L., Foo, S. & Lim, G. (2012). A study of knowledge, attitudes, practices and health information-seeking related to Malaria-dengue prevention in India. Paper presented at the AMHCR Conference, Utah, US.
Theng, Y. L., Goh, L., Chandra, S., Lwin, May O., Foo, S., Sen, A. & Poovaiah, R. (2012). Socially-Mediated Mobile System for Tuberculosis Public Health Alert, Care and Education (MobiTB-ACE). Paper presented at Medicine 2.0, Stanford, CA.
Theng, Y. L., Goh, L., Chandra, S., Lwin, May O., Foo, S., Sen, A. & Poovaiah, R. (2012). Middle of Pyramid Segmentation and Differentiated Strategies: Co-ordinated Fight against Tuberculosis in India. Paper presented at 6th Conference of the Union Europe, The Union Europe, International Union against Tuberculosis and Lung Disease, London, UK.
Theng, Y. L., Goh, L., Chandra, S., Lwin, May O., Foo, S., Sen, A. & Poovaiah, R. (2012). Addressing Civic Health Literacy for the Sustainability of Tuberculosis Treatment: A Case of India. Paper presented at 43rd Union World Conference on Tuberculosis and Lung Health, Kuala Lumpur, Malaysia.
Lwin, May O., Vijaykumar, S., Fernando, O. N. N., Cheong, S. A., Theng, Y. L., Foo, S., Rathnayake, V. S., & Lim, G. (2012). Social Media Solutions for Dengue Prevention in Asia. Paper presented at Singapore International Conference on Dengue and Emerging Infections, Singapore.
Liu, C., Ang, R. P., & Lwin, May O. (2012). Parental Mediation as a Moderator of Narcissism and Adolescents’ Risky Online Behaviors. Paper presented at 24th Association for Psychological Science Annual Convention, Chicago, IL.
Liu, C., Ang, R. P., & Lwin, May O. (2012). Sensitive Information Disclosure on Facebook: Determinants and Mechanisms in a Structural Equation Model. Paper presented at 24th Association for Psychological Science Annual Convention, Chicago, IL.
Ong, T. K. A., Sng, R. H. J., He, Q. P., Yee, A., Z. H., & Lwin, May O. (2012). Seals and Country-of-Origin: The Effect of Peripheral Cues on Product Perception. Paper presented at the 2013 Association for Business Conference, 12th Asia-Pacific Conference, Kyoto, Japan.
Pang, A., Lwin, May O., Ho, B., Cheng, B., Lau, L., & Malik, N. (2012). When Should Organizations Apologize in Times of Crises? Examining the Timing of Apologies and How These Affect Organizational Reputation and Stakeholder Relationship. Paper presented at the International Public Relations Research Conference, Miami, FL.
Li, B., Lwin, May O., & Jung, Y. (2011). Impact of Visual and Social Cues on Exercise Attitudes and Behavior of Overweight Children Playing an Exergame. Paper presented at the International Communication Association Conference, Boston, MA. (Top Paper Award).
Li, B., Lwin, May O., Wong, M. L., & Chong, S. M. (2011). Gender Differences and the Influence of In-Game Factors on the Effectiveness of Exergames on Overweight Children. Paper presented at the American Marketing Association Marketing and Public Policy Conference, Washington, DC.
Chandra, S., Theng, Y. L., Lwin, May O., & Foo, S. (2011). Exploring Trust to Reduce Communication Barriers in Virtual World Collaborations. Paper presented at the International Communication Association, Boston, MA.
Lin, J., & Lwin, May O. (2011). Food Advertising and Children’s Responses. Paper presented at the International Communication Association Conference, Boston, MA.
Lwin, May O., & Malik, S. (2011). Can Exergames Impart Health Messages? Game Play, Faming and Drivers of Physical Activity among Children. Paper presented at the International Communication Association Conference, Boston, MA. icon_view
Chandra, S., Theng, Y. L., & Lwin, May O. (2011). Trust in Virtual Collaborations. Paper presented at the International Communication Association Conference, Boston, MA.
Yang, Z., Allen, J. Ho, S. S., & Lwin, May O. (2011). Applying the Theory of Planned Behavior to Examine Preventive Behaviors Against H1N1: A US-Singapore Comparison. Paper presented at Annual Meeting of the Association for Education in Journalism and Mass Communication (ComSher Division), St. Louis, MO. icon_view
Ng, A. S., Lwin, May O., & Pang, A. (2011). Environment and Consumption: Toward the Sustainable Consumption Model. Paper presented at the International Association for Media and Communication Research Annual Conference, Istanbul, Turkey.
Pang, A., Lwin, May O., Yeong, C., Ruslan, S. H., & Dafir, A. (2011). Desirable Facial Traits of Organizational Spokesperson in Times of Crises: Enhancing Perceptions of Authority, Dependability and Likeability. Paper presented at the International Association for Media and Communication Research Annual Conference, Istanbul, Turkey.
Malik, S., & Lwin, May O. (2011). Is Incorporating Exergaming into Physical Education Classes Effective? Paper presented at the annual meeting of the International Society for Behavioral Nutrition and Physical Activity, Melbourne, Australia.
Lwin, May O., Lin, J., Auyash, S., & Malik, S. (2010). The Use and Prevalence of Theory-Based Obesity-Related Health Communication Materials in Asian and Western Countries from 2000-2009. Paper presented at International Communication Association Pre-Conference Plenary Paper, Singapore.
Lwin, May O., & Malik, S. (2010). A Comparison of Influence of BD in Singaporean Early Adolescent Boys and Girls. Paper presented at International Association for Media and Communication Research Conference, Braga, Portugal.
Tay, K., Agatha R. R., Lwin, May O., & Pang, A. (2010). Crisis Preparedness versus Paranoia: Testing the Crisis Message Processing Model on the Effects of Over Communication of Crisis Preparedness Messages by Governments. Paper presented at Association for Education in Journalism and Mass Communication Annual Conference, Denver, CO. (Best Paper Award).
Agatha, R. R., Tay, K., Pang, A., & Lwin, May O. (2010), A Conceptual Model of the Effects of Over Communication of Crisis Preparedness Messages by Governments. Paper presented at the International Association for Media and Communication Research Annual Conference, Braga, Portugal.
Lwin, May O., & Tan, C. (2010). Investigating the Moderating Role of Age in Planned Online Data Fabrication Behavior. Paper presented at the International Association for Media and Communication Research Annual Conference, Braga, Portugal.
Lwin, May O., & Malik, S. (2010). The Influence of Media Exposure vs Peers and Parents on Body Dissatisfaction amongst Children in Singapore. Paper presented at the International Association for Media and Communication Research Annual Conference, Braga, Portugal.
Morrin, M., Lwin, May O., & Krishna, A. (2010). Is Olfactory Memory Unique? Paper presented at Association for Consumer Research Conference, Jacksonville, FL.
Wijaya, M., Lwin, May O., & Theng, Y. L. (2010). The Effects of Framing on BMI Knowledge. Paper presented at the International Communication Association Pre-Conference, Singapore.
Wijaya, M., Lwin, May O., & Theng, Y. L. (2009). Cultural and Individual Influences on Fruits and Vegetables Consumption amongst Asian Adults. Paper presented at National Conference on Health Communication, Marketing, and Media, Atlanta, GA.
Lwin, May O., Lee, Z., Ng, W. V., Wong, H. P. P., & Chib, A. (2009). Using Gaming to Impart AIDS Educational Messages amongst Adolescents. Paper presented at International Association for Media and Communication Research, Mexico City, Mexico.
Lwin, May O., Lee, Z., Ng, W. V., Wong, H. P. P., & Chib, A (2009). Learning AIDS: Testing the Effectiveness of Threat and Efficacy Messages in Health Communication for Singaporean Adolescents Using Interactive Multimedia. Paper presented at Communications & Sustainable Development in the Next Decade, Bangkok, Thailand.
Chib, A., Lwin, May O., & Jung, Y. (2009). Adoption of Mobile Phone for Enhancing Healthcare Communications: A Technology acceptance Study of Maternal Care Workers in Banda Aceh. Paper presented at Communications & Sustainable Development in the Next Decade, Bangkok, Thailand.
Li, B., & Lwin, May O. (2009). Online Harassment and Singaporean Youth: Gender and Age Variations in Victimization and Protective Behavior. Paper presented at the Michigan State University Children’s Central, Consumer Culture and the Ethical Treatment of Children: Theory, Research and Fair Practice, Ann Arbor, MI.
Wijaya, M., Lwin, May O., & Theng, Y. L. (2009). Healthy Behaviors and Barriers of Physical Activity amongst Singapore Children and Youths: An Exploratory Study. Paper presented at the National Conference on Health Communication, Marketing, and Media, Atlanta, GA.
Wijaya, M., Lwin, May O., Theng, Y. L., & Yeo, S. L. (2009). Weight Perception and Healthy Behaviors amongst Asian Children and Youths: The Case of Singapore. Paper presented at the Advertising and Consumer Psychology Conference, Ann Arbor, MI.
Li, B., & Lwin, May O. (2009). Protecting Teenagers from Online Harassment: An Examination of Singaporean Youth’s Vulnerability and Protective Behavior. Paper presented at the Communications & Sustainable Development in the Next Decade, Bangkok, Thailand.
Lwin, May O., Chib, A., Lee, Z., Ng, V., & Wong, P. (2009). Plugging the Gap: Testing the Effectiveness of Threat and Efficacy Messages in Health Communication for Singaporean Adolescents Using Interactive Multimedia. Paper presented at the Communications & Sustainable Development in the Next Decade, Bangkok, Thailand.
Lwin, May O. (2009). Beyond Losing Baby Fats: Investigating Gender Specific Adolescent Dieting Motivators. Paper presented at the International Communication Association Annual Conference, Chicago, IL.
Chandra, S., Theng, Y. L., Lwin, May O., & Foo, S. (2009). Examining Virtual World Collaborations. Paper presented at the International Communication Association Annual Conference, Chicago, IL.
Lwin, May O., Li, B., Lee, D., Lim, Z., & Tan, J. (2008). Protecting Against Online Harassment: Application of a Protection Motivation Model amongst Youth in Singapore. Paper presented at 17th AMIC Annual Conference, Changing Media, Changing Societies: Media and the Millennium Development Goals, Manila, Philippines
Morrin, M., Krishna, A., Lwin, May O., & Wirtz, J. (2008). Beyond the Proustian Phenomenon: The Effect of Product-Embedded Scent on Memory for Product Information, part of special session titled, Cognition and Sensory Perception: The Impact of Input from Sensory Modalities on Imagery, Memory, Information Processing and Sensory Perception. Paper presented at the Association for Consumer Research Conference, San Francisco, CA.
Lwin, May O., Wirtz, J., & Williams, J. D. (2007). A Regulatory Focus Approach to Examine Biometric Privacy Concerns, in Special Session on Privacy. Paper presented at the INFORMS Marketing Science Conference, Singapore Management University Lee Kong Chian School of Business, Singapore.
Chib, A., & Lwin, May O. (2007). ICT as a Social Marketing Tool: Lessons from Tsunami Relief Efforts in Asia. Paper presented at International Communication Association Conference, San Francisco, CA.
Lwin, May O., King, R. D., & Williams, J. D. (2006). Author Privacy, Data Fabrication, and Knowledge Discovery in Databases. Paper presented at the Innovations in Information Technology Conference, Dubai, UAE.
Lwin, May O., & Tambyah, S. (2006). Understanding Risk Taking and Protection Intentions among Youth. Paper presented at the Association of Consumer Research (ACR) Asia-Pacific, Brisbane, Australia.
Williams, J. D., Lwin, May O., Harris, A. G., & Gooding, V. A. (2006). Developing a Power-Responsibility Equilibrium Model to Assess ‘Brick and Mortar’ Retail Discrimination: Balancing Consumer, Corporate, and Government Interests. Paper presented at 25th Advertising and Consumer Psychology Conference: Brick & Mortar Shopping in the 21st Century, May 19-21, Houston, TX.
Lwin, May O., Henderson, G. R., & Williams, J. D. (2003). The Way To Spell Relief: The “Too-Good-To-Be-True” Effect of Warranties in E-tailing. Paper presented at the Marketing Science Conference, June 12-15, University of Maryland, R.H. Smith School of Business, College Park, MD.
Lwin, May O., & Kau, A. K. (2000). Developing a Religiosity Scale of Buddhists. Paper presented at Y2000 Global Conference on Buddhism in the Face of the Third Millennium, June 3-4, Singapore.
Lwin, May O., & Lalwani, A. (1999). Internet Marketing Strategies of Hotels in Asia: Trends and Applications for The Services Sector. Paper presented at 1999 Society for Marketing Advances Conference, October 26-30, Marriott Marquis, Atlanta, GA.
Shamdasani, P., & Lwin, May O. (1999). Effectiveness of Translated Brand Names in Advertising: Chinese vs. English Brand Names in A Bilingual Context. Paper presented at 1999 Society for Marketing Advances Conference, October 26-30, Marriott Marquis, Atlanta, GA.
Lwin, May O., Wirtz, J., & Wissmeier, U. K. (1999). Using the Internet as An International Distribution Channel – An Exploratory Examination. Paper presented at Fifth International Conference of the Decision Sciences Institute (DSI), July 4-7, Athens, Greece.
Lwin, May O., & Pecotich, A. (1998). Myanmar: Consumers of A New ASEAN Market. Paper presented at Association for Consumer Research – Asia Pacific Conference, June 18-20, Hong Kong, China.
Lan, L. L., Lwin, May O., & Khoo, A. (1998). To What Extent Do Singapore Advertisers Adhere to Codes of Advertising Practices: A Comparative Analysis with the United States Broadcast Media. Paper presented at Seventh Southeast Asia Business Conference, May 30-31, Michigan.

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