Academic Profile

Academic Profile

Assoc Prof Ng Sok Ling, Sharon

Associate Professor
Division of Marketing and International Business
College of Business (Nanyang Business School)

Phone: (+65)6790 4898
Office: S3-B2C-88

  • 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 is 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 given the Researcher
of the Division Award in 2006, 2008 and 2010. She was also awarded the university-wide
Nanyang Excellence in Teaching Award in 2009 and chosen as the Teacher of the Year 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.
Research Interests
Cross-Cultural Consumer Behavior
Branding Issues
Consumer Information Processing
Current Projects
  • 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
Selected Publications
  • Chen, (Allan) Haipeng, Lisa Bolton, Sharon Ng, Dongwon Lee and Dian Wang. (2018). Culture, Relationship Norm, and Dual Entitlement. Journal of Consumer Research, Forthcoming.
  • 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.

« Back to Category Write-up