|Academic Profile |
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Assoc Prof Ng Sok Ling, Sharon
Head, Division of Marketing
|Prof Sharon Ng is Associate Professor of Marketing at Nanyang Business School. She is currently the Head of the Marketing Division and Programme Director for the MSc 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 is an Area Editor for International Journal of Research in Marketing (IJRM) and sits on the editorial board of Journal of Business Research and Australasian Marketing Journal. She is also the co-editor of the Handbook of Culture and Consumer Behavior published by Oxford Press in 2015. The handbook invited top scholars 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 named Researcher of the Division in 2006, 2008 and 2010. She was also awarded the university-wide Nanyang Excellence in Teaching Award in 2009 and Teaching Excellence Award (Marketing Division) in 2017. 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 Executive and 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
- (i) Beyond Outcome Utility: Impact of Pragmatic versus Idealistic Mindset on Consumers’ Preferences for Sustainable Products (ii) Pragmatism as an impediment to Creativity
- 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
- Chen, (Allan) Haipeng, Lisa Bolton, Sharon Ng, Dongwon Lee and Dian Wang. (2018). Culture, Relationship Norm, and Dual Entitlement. Journal of Consumer Research, 45 (1), 1-20.
- Ng, Sharon and Rajeev Batra. (2017). Regulatory Goals in a Globalized World. Journal of Consumer Psychology, 27(2), 270-277.
- 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. (2010). Cultural Orientation and Brand Dilution: Impact of Motivation Level and Extension Typicality. Journal of Marketing Research, 47(1), 186–198.
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