Academic Profile : Faculty

Asst Prof Charlene Chen Yijun_1.jpg picture
Asst Prof Charlene Chen Yijun
Assistant Professor, College of Business (Nanyang Business School) - Division of Marketing
Deputy Director, Nanyang Centre for Marketing Technologies (CMT)
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Charlene Chen is an Assistant Professor of Marketing at Nanyang Technological University (NTU). Professor Chen holds a PhD and MPhil in Marketing from Columbia Business School, an MA in Clinical Psychology from Columbia University, and a BSSc with First Class Honours in Psychology from the National University of Singapore.

Professor Chen is a social and consumer psychologist. Her research programme focuses on how consumers’ various emotional and motivational states drive their behavior and shape their consumption experiences. Her work has important implications for how businesses can provide offerings and services that maximise customer value and optimise consumer well-being. Professor Chen's research has been published in leading academic journals including Journal of Consumer Research, Journal of Personality and Social Psychology, and Journal of Happiness Studies. Her work and commentaries have also been featured in local press such as The Business Times, The Straits Times, Today Online, and Channel News Asia.

At NTU, Professor Chen teaches the core marketing undergraduate course on Market Relationships. Her consulting expertise includes Customer Experience, Strategic Relationships, Motivation Science, and Consumer Wellbeing. Professor Chen has won both teaching and research excellence awards at Nanyang Business School. She also received an honourable mention for her dissertation on the Need to Feel Better in the Society for Consumer Psychology Annual Dissertation Proposal Competition in 2015, and is the recipient of the Best Paper Prize at the LVMH-SMU Luxury Research conference in 2018.
Professor Chen's research addresses when and how consumers regulate their motivational and emotional states through consumption behaviour. She is also interested in the effects of socioeconomic inequality on consumer wellbeing.
  • A Psychological Perspective on Attaining Futureproofing Effectiveness
  • Cultivating ties and strengthening friendships across income groups
  • The Truth about Socio-Economic Inequality in People’s Everyday Lives: How It Affects the Way People Think, Feel and Behave in their Natural Environment