Academic Profile

Sharon Ng is Professor and Head of the Marketing Division at Nanyang Business School. She received her Ph.D. from University of Minnesota (USA) and 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.

Sharon is currently Area Editor for International Journal of Research in Marketing (IJRM) and sits on the editorial board of Journal of Consumer Research, 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.

Sharon was named Researcher of the Division in 2006, 2008 and 2010. She was also awarded the Nanyang Excellence in Teaching Award in 2009, Teaching Excellence Award (Marketing Division) in 2017 and Teacher of the Year (MSc Marketing and Consumer Insights) in 2020. 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.

She 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.
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Prof Ng Sok Ling, Sharon
Head, Division of Marketing
Professor, College of Business (Nanyang Business School) - Division of Marketing

Cross-Cultural Consumer Behavior
  • (i) Beyond Outcome Utility: Impact of Pragmatic versus Idealistic Mindset on Consumers' Preferences for Sustainable Products (ii) Pragmatism as an impediment to Creativity

  • Robots as Medical Professionals: Unpacking and Mitigating Public’s Resistance towards Rehabilitation Robots
  • Zhang, Kuangjie, Shaobo Li and Sharon Ng (2021), “Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping,” Journal of Consumer Research, (Forthcoming)

  • Ng, Sharon, Ali Faraji-Rad and Rajeev Batra (2021), “Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global-Local Citizenship Identity,” Journal of Marketing Research, 58(2), 400-415 • Research featured in Canvas8 website for the company’s subscribers and clients

  • Basu, Shankha and Sharon Ng (2021), “$100 a month or $1,200 a year? Regulatory focus and the evaluation of temporally framed attributes,” Journal of Consumer Psychology, 31(2), 301-318.

  • Ng, Sharon, Mehak Bharti and Goh Kim Huat (2021), “Price Promotions Are Inherently More Arousing for Interdependents,” Journal of the Association of Consumer Research, 6(1), 67-80.

  • Ng, Sharon and Shankha Basu (2019), “Global identity and preference for environmentally friendly products: The role of personal responsibility”, Journal of Cross-Cultural Psychology, 50(8), 919-936.

  • Chen, Haipeng (Allan), Lisa Bolton, Sharon Ng, Dian Lee and Lee Dongwon (2018), “Culture, Relationship Norm and Dual-Entitlement,” Journal of Consumer Research, 45(1), 1-20 (Lead Article).

  • Ng, Sharon and Rajeev Batra (2017), “Regulatory Goals in a Globalized World,” Journal of Consumer Psychology, 27(2), 270-27.

  • Ng, Sharon, 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 Motivational Level and Extension Typicality,” Journal of Marketing Research, 47(1) (February), 186-198.

  • Ng, Sharon and Michael Houston (2009), “Field Dependency and Brand Cognitive Structures,” Journal of Marketing Research, XLVI (April), 279-292.

  • Ng, Sharon and Michael Houston (2006), “Exemplars or Beliefs? The Impact of Self-View on the Nature and Relative Influence of Brand Associations,” Journal of Consumer Research, 32 (March), 519-529.

  • Chen, Haipeng (Allan), Sharon Ng, and Akshay Rao (2005) “Cultural Differences in Consumer Impatience,” Journal of Marketing Research, XLII (August), 291-301.