Faculty and Staff

Dr. Tu Watchravesringkan

Associate Professor

Department of Consumer, Apparel, and Retail Studies

Stone 205 k_watchr@uncg.edu (336) 256-2474 Download Curriculum Vitae


Earned a PhD in Retail and Consumer Sciences with a minor in marketing from the University of Arizona. His MS and a BS, also in Retail and Consumer Sciences, are both from the University of Tennessee at Knoxville. As a native of Thailand, he also holds a BS in Biotechnology from King Mongkut’s Institute of Technology at Ladkrabang.

As a graduate student at the University of Arizona, he was the recipient of several honors and awards, including an award from the International Council of Shopping Center Education Foundation (ICSCEF), an IBM scholarship, and a UA graduate fellowship. While at the University of Tennessee, he was the winner of the Marketing Plan Contest, sponsored by the Exxon Chemical Company in conjunction with TANDEC (Textiles and Nonwovens Development Center), and was the winner of the Undergraduate Research Fair.

His research interests are in the areas of cross-cultural (inter- and intra-country) studies, Internet consumption, marketing communication, service quality and satisfaction, and adolescents. His work has been published in many journals, including Clothing & Textiles Research Journal; Journal of Targeting, Measurement, and Analysis for Marketing; International Journal of Consumer Studies; Journal of Fashion Marketing and Management; and International Journal of Retail & Distribution Management. He has a chapter published in an edited collection titled, Diversity in Advertising, and many of his presentations have been published in conference proceedings, including the Association for Consumer Research; the American Marketing Association; the Society for Marketing Advances; the American Collegiate Retailing Association; the Society for Consumer Psychology; the Cross-cultural Research; the International Textile Apparel Association; and others. He is also an active member in a number of professional organizations, such as the International Textile Apparel Association, the Association for Consumer Research, and the Society for Consumer Psychology.