Yupin Patara, Ph.D.

 

 

 

 

 

 

 

  • Faculty, Marketing
  • Member, Research Committee
  • Member, Ph.D. Program Committee
  • Member, Marketing Faculty Group

Expertise:

Dr. Patara’s research interest is in the area of Marketing Strategy specifically in Branding and Pricing Strategy. Her doctoral dissertation was on the role of certification marks in marketing, which was supervised by Professor Kent B. Monroe, one of the legends in marketing and a pioneering researcher on the psychology of pricing strategy. Her teaching interest is in marketing management, brand management and pricing strategies. She teaches doctoral seminars in (1) Consumer Behaviors and (2) Branding and Pricing Strategies.

Dr. Patara was a Visiting Scholar at Kellogg School of Management, Northwestern University, USA (April-May, 2013), and a Visiting Scholar at ESSEC School of Business, Asia-Pacific Campus, Singapore (September-October, 2013.) Prior to joining SASIN, she was a Visiting Assistant Professor of Marketing at Rutgers University, the State University of New Jersey, USA (2008-2009). She was an Instructor at University of Illinois at Urbana Champaign, USA (2005-2007), where she received her doctorate degree. She also has taught in China and Myanmar regularly.

Selected Publications:

TCI/ ISI/ SCORPUS, PEERS-REVIEWED

  • Patara, Yupin and Nicha Tanskul (2015), “Brand Love Meaning in Life”, American Marketing Association, (Accepted)
  • Patara, Yupin and Kent B. Monroe (2011), “Investigate the Effects of Multiple Country of Origin Label”, in Advances in Consumer Research, Vol. 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN: Association for Consumer Research, 741 -742. (ISSN: 0098‐9258)
  • Patara, Yupin and Kent B. Monroe (2008), “Understand the Role of Hybrid-level Country of Origin in Consumers’ Product Evaluations,” in Advances in Consumer Research, Vol. 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research, 1049-1051. (ISSN: 0098‐9258)

CONFERENCE/ SYMPOSIUM/WORK SHOP, PEERS-REVIEWED

  • Patara, Yupin and Nicha Tanskul (2014), “Enhancing Product Value through Shifting Constual Level”, Presentation at Society for Consumer Psychology (SCP) Summer Conference, Division 23 of the American Psychological Association (APA), Proceedings of an American Psychology Annual (APA) Convention (ISSN: 0065-9878), Washington, DC, Aug.7-10, 2014.
  • Patara, Yupin and Nicha Tanskul (2014), “Self-sufficient Value and Materialism”, Presentation at Pre-conference on “Social and Consumer Values in Global and Digital Age,” 2014 Summer Marketing Educators’ Conference, San Fransisco, CA, Aug.1-4, 2014.
  • Patara, Yupin and Nicha Tanskul (2014), “Meditation and Consumption”, Presentation at Pre-conference on “Social and Consumer Values in Global and Digital Age,” 2014 Summer Marketing Educators’ Conference, San Fransisco, CA, Aug.1-4, 2014.
  • Patara, Yupin and Nicha Tanskul (2014), “Meaning in Life, Life Reminiscence: the Effects on Brand Love,” Poster Presentation, in Advances in Consumer Psychology, Vol. 6, eds. Mark Forehand and Americus Reed II, Washington, DC: Society for Consumer Psychology (Winter), Division 23 of the American Psychological Association (APA), Miami, FL, March 6-8, 2014.
  • Patara, Yupin and Nicha Tanskul (2014), “Materialism and Self Sufficient Economy: How the Thai King helps his people?”, Presented at International Conference in Marketing: Listening to Consumers in Emerging Markets”, IIM Lucknow-Noida Campus, India, January 8-11, 2014.
  • Patara, Yupin and Issariya Woraphipat (2014), “Self‐Disclosure and Social Network: Thailand Study”, International Conference in Marketing: Listening to Consumers in Emerging Markets, IIM Lucknow-Noida Campus, India, January 8-11, 2014.
  • Patara, Yupin and Issariya Woraphipat (2013), “Materialism in Adolescent: Effect of Media”, Poster Presentation at Society for Consumer Psychology (SCP) Summer Conference, Division 23 of the American Psychological Association (APA), Proceedings of an American Psychology Annual (APA) Convention (ISSN: 0065-9878), Honolulu, HI, July 31-Aug.4, 2013.
  • Patara, Yupin and Issariya Woraphiphat (2013), “The Effects of Violence Online Media on Adolescents”, In C. Dimofte, C. Haugtvedt, and R. Yalch, “Consumer Psychology in a Social Media World.”, 32nd Advertising and Consumer Psychology Conference Proceedings. Society for Consumer Psychology, June 13 and 15, 2013.
  • Patara, Yupin and Nicha Tanskul (2013), “AEC and Thailand Brand”, Proceedings of Technology Innovation and Industrial Management (ISSN: 1906-7631), Phuket, Thailand, 29 – 31 May 2013.
  • Patara, Yupin and Issariya Woraphiphat (2013), “Self‐Disclosure on Social Network Sites in Adolescents”, Proceedings of Technology Innovation and Industrial Management (ISSN: 1906-7631), Phuket, Thailand, 29 – 31 May 2013.
  • Patara, Yupin and Nicha Tanskul (2012), “The Effects of Ethnocentrism and Cultural Aspects on Co-Branding Evaluations”, Interactive, Track: 2 – Marketing and Supply Chain, Proceedings of the Academy of International Business, Vol. 54, eds. Susan Feinberg and Tunga Kiyak, East Lansing, Michigan, USA.: Academy of International Business, Washington, DC, USA, June 30 – July 3, 2012, 234. (ISSN: 2078‐4430)
  • Patara, Yupin and Nicha Tanskul (2012), “The Effect of Message Framing on Thai’s Political Attitude, Intention and Behaviors”, International Conference in Marketing: “Shaping the future of Market Research in Emerging Economies: Looking Ahead”, IIM Lucknow-Noida Campus, India, January 13-14, 2012.
  • Patara, Yupin and Kent B. Monroe (2011), “Investigate the Effects of Multiple Country of Origin Label”, in Advances in Consumer Research, Vol. 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN: Association for Consumer Research, 741 -742. (ISSN: 0098‐9258)
  • Patara, Yupin and Kent B. Monroe (2010), “Investigate Effects of the Country of Origin Labeling Act (2002),” Global Brand Management Conference, Koc University, Rumeli Feneri Campus, Istanbul, Turkey, June 20-22, 2010.
  • Patara, Yupin and Kent B. Monroe (2009), “The Effects of a Certification Cobrand and Price on Consumers’ Product Evaluations and Purchase Intentions.” Presented at Academy of Marketing Science Annual Conference: “Marketing for a Better World.” Michael R. Czinkota and Iikka Ronkainen, Washington, DC: Academy of Marketing Science, Baltimore, MD, May 20-23, 2009, 37.
  • Patara, Yupin (2008), “The Effects of a Certification Cobrand and Price on Buyers’ Perceptions of Value and Willingness to Buy,” Drexel Pricing Conference 2008, Philadelphia, PA.
  • Patara, Yupin and Kent B. Monroe (2008), “Using Cue Consistency Theory to Investigate Potential Effects of the Country of Origin Labeling Act (2002),” Poster Presentation, in The Proceedings of the Society for Consumer Psychology Conference, eds. Maria L. Cronley and Dhananjay Nayakankuppam, Washington, DC: Society for Consumer Psychology (Winter), Division 23 of the American Psychological Association (APA), New Orleans, LA, February 21-23, 2008, 8-10.
  • Patara, Yupin, “The Effects of a Certification Cobrand and Price on Consumers’ Product Evaluations and Purchase Intentions,” Fordham University Behavioral Pricing Conference, New York, NY, September 29, 2007.

Other:

Research Grants

Chulalongkorn University, Bangkok, Thailand

  • World Class University Grant on Materialism and Self-Sufficiency (2014): 300,000 Baht ($10,000)
  • Innovative Thai – Asian Academic Cooperation Grant (ITAAC@CU, 2013):160,000 Baht ($5,300)
  • Development of New Faculty, Ratchadaphiseksomphot Research Grant (2010): 120,000 Baht ($4,000)

University of Illinois at Urbana-Champaign, Urbana-Champaign, IL USA

  • Dissertation Grant on Certification Labeling Research, Food and Agricultural Business (2007) $5,000

Honors/ Awards

  • Winner, Doctoral Dissertation Award on Behavioral Pricing; Fordham University, NY, USA (Sep 2007); Individual Choice Behavior Scholarship; Massachusetts Institute of Technology, MA, USA (June 2007); M. Frances Henry Fellowship; University of Illinois at Urbana-Champaign, IL, USA (2003-2005); Sunwa Bank, Japan Scholarship; Thammasat University, Bangkok, Thailand (1997)

Professional Service

  • Ad Hoc Reviewer, Journal of Consumer Psychology: 2006-2008, 2014
  • Conference Reviewer, American Marketing Association (AMA): 2009, 2014
  • Conference Reviewer, Society for Consumer Psychology (SCP) 2009, 2010, 2013,2014
  • Conference Reviewer, Association for Consumer Research (ACR) 2008-2014
  • Conference Reviewer, Academy of International Business (AIB) 2012, 2013
  • Program Committee, Asia Consumers Insight, Advertising and Consumer Psychology (ACP) Conference 2012
  • International Liaison, American Marketing Association Consumer Behavior Special
  • Interest Group (AMA CBSIG), 2007 – to date

Credentials:

  • Doctoral of Philosophy in Consumer Marketing; Master of Science in Finance; Master of Science in Accountancy, University of Illinois at Urbana – Champaign, USA; Bachelor of Business Administration, Thammasat University, Bangkok, Thailand.
  • Mother of two Children (age 13 and 14)

Class Evaluations

Contact:

yupin.patara@sasin.edu