|Academic Profile |
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Assoc Prof Ng Sok Ling, Sharon
Division of Marketing and International Business
College of Business (Nanyang Business School)
Phone: (+65)6790 4898
- PhD University of Minnesota 2004
- BBus(Hons) Nanyang Technological University 1995
|Prof Sharon Ng is Associate Professor of Marketing at Nanyang Business School and Senior Fellow in the Institute on Asian Consumer Insight. She is also the Programme Director for the Masters of Science in Marketing and Consumer Insight. Prof Ng received her Ph.D. from University of Minnesota (USA). She has published in the top marketing journals, such as Journal of Marketing Research, Journal of Consumer Research and Journal of Consumer Psychology. She was named a MSI Young Scholar by the Marketing Science Institute (USA) in 2009, which selects 30 scholars globally whose work suggests they are potential leaders of the next generation of marketing academics. |
Prof Ng was the co-editor of the Handbook of Culture and Consumer Behavior published by Oxford Press in 2015. The handbook invited top scholars from around the world to discuss the latest findings on the impact of culture on various topics in consumer behavior, such as branding, materialism, and attitude. Prof Ng was also Researcher of the Division in 2006, 2008 and 2010 and awarded the university-wide Nanyang Excellence in Teaching Award in 2009. In 2014, she was invited to be a panel member on the A*Star (Singapore) “Future Complex Service Systems” committee, which was tasked to chart the future research direction in the service industry for Singapore.
Prof Ng teaches Branding in Asia at the Masters level and Strategic Brand Management at the undergraduate level. She was frequently quoted on Straits Times, Business Times and other local publications on branding and consumption issues.
|Cross-Cultural Consumer Behavior
Consumer Information Processing
- Complex Scents Induce Risk-Taking Behavior: Understanding the Role of Self-Control
- Culture, Regulatory Focus and Consumer Deceptive Behavior: Implications on Consumption of Counterfeit Products
- Impact of Culture and Counterfactual Thinking on Brand Switching
- Understanding Sustainable Consumption and Prosocial Behavior in a Globalized World
- Sharon Ng and Rajeev Batra. (2017). Regulatory Goals in a Globalized World. Journal of Consumer Psychology, Forthcoming.
- Sharon Ng, Hakkyun Kim and Akshay Rao. (2015). Sins of Omission versus Commission: Cross-Cultural Differences in Brand-Switching Due to Dissatisfaction Induced by Individual versus Group Action and Inaction. Journal of Consumer Psychology, 25(1), 89-100.
- Ng, Sharon and Angela Lee. (2015). Handbook of Culture and Consumer Behavior. Oxford University Press.
- Ng, Sharon, Michael Houston. (2009). Field Dependency and Brand Cognitive Structures. Journal of Marketing Research, XLVI (Apr), 279-292.
- Ng, Sharon. (2008). Cultural Orientation and Brand Dilution: Impact of Motivation Level and Extension Typicality. Journal of Marketing Research, XLVII (Feb), 186–198.
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