Our Research

Our Marketing Division at Nanyang Business School has expertise in consumer psychology, consumer culture theory, and empirical modelling.

As a research-intensive University, our faculty are prolific researchers who have published in the top journals such as Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Marketing Science, and Management Science. 

Some of our colleagues’ research focus on understanding the psychology underlying consumer purchasing behaviour. Using experimental techniques, we examine how individual factors (e.g., goals, mindset), situational variables (e.g., store lightings, sound), and societal factors (e.g., culture, social crowdedness) may influence how consumers choose and buy. 

On consumer culture theory, we examine the cultural dimension of Marketing phenomena, such as cultural differences in consumer behaviour and marketing practices. Recent projects done in collaboration with hospitality companies have investigated the cultural dimension of service interactions. Using ethnographic approaches, our faculty attempted to explain how and why serving vary across cultures.

On quantitative modelling, we examine various consumer and firm choice related phenomena in marketing contexts. We look at questions pertaining to consumer preference and choice estimation, social influence analysis, optimal firm choices in online environment, among others. Their expertise ranges from empirical modelling using traditional econometric methods to applications of state-of-the-art machine learning techniques.  

Collectively, through our research, we aim to help firms and consumers make better informed decisions.