Sharon Ng
Nanyang Technological University
AdvertisingCultural diversityConsumption (economics)SociologyBusinessDual (category theory)PsychologyEconomicsMarketingMicroeconomicsInterdependenceRegulatory focus theoryGlobalizationConsumer behaviourPower (social and political)Willingness to paySalientPreferencePersuasionContrast (statistics)Promotion (rank)Brand extensionSocial psychologyCollectivism
37Publications
9H-index
473Citations
Publications 41
Newest
#1Kuangjie Zhang (NTU: Nanyang Technological University)H-Index: 3
#2Shaobo Li (Southern University of Science and Technology)
Last. Sharon Ng (NTU: Nanyang Technological University)H-Index: 9
view all 3 authors...
Source
#1Sohyun Bae (NCKU: National Cheng Kung University)
#2Xiaoyan Liu (SWUFE: Southwestern University of Finance and Economics)H-Index: 2
Last. Sharon Ng (NTU: Nanyang Technological University)H-Index: 9
view all 3 authors...
Deceptive advertising, or advertising that intends to mislead consumers by false claims or incomplete disclosure, is ubiquitous in the marketplace. Though prior research has shown that consumers generally view companies’ deceptive communication as unethical and react to it negatively, anecdotal evidence suggests that some consumers are more accepting of such misleading tactics than others. Delving deeper into this phenomenon, this research examines the role of self-construal on consumers’ respon...
Source
#1Shaobo Kevin Li (Southern University of Science and Technology)
#2Zhe Zhang (UdeM: Université de Montréal)
Last. Sharon Ng (NTU: Nanyang Technological University)H-Index: 9
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Abstract The unprecedented crisis of COVID-19 posed severe negative consequences for consumers, marketers, and society at large. By investigating the effect of individuals' distance from the COVID-19 epicenter (i.e., the geographical area in which COVID-19 pandemic is currently most severe) on consumers' risk perception and subsequent behaviors, this research provides novel empirical findings that can offer practical insights for marketers. While intuitively, people expect individuals closer to ...
Source
#1Shankha Basu (University of Leeds)H-Index: 4
#2Sharon Ng (NTU: Nanyang Technological University)H-Index: 9
The costs and benefits of various products, such as insurance and subscription services, are recurring. Marketers can choose to frame these attributes either as a series of periodic occurrences (e.g., “10 per month”) or aggregate them over a longer period (“20 per year”). Five studies show that the effectiveness of such temporal framing depends on consumers’ salient regulatory goals. Compared with prevention‐focused consumers, promotion‐focused consumers are more likely to perceive benefits, ...
1 CitationsSource
#1Sharon NgH-Index: 9
#2Ali Faraji-RadH-Index: 5
Last. Rajeev BatraH-Index: 37
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This research demonstrates that under states of certainty, consumers with a relatively stronger global (local) identity prefer global (local) brands, whereas under states of uncertainty, consumers ...
4 CitationsSource
AbstractThe ubiquity of promotions and price discounts has prompted much research to understand how consumers respond to deals. In this research, we present an affective perspective for why some co...
1 CitationsSource
#1Haipeng Chen (UK: University of Kentucky)H-Index: 15
#2Lisa E. Bolton (PSU: Pennsylvania State University)H-Index: 17
Last. Dian Wang (UTSA: University of Texas at San Antonio)H-Index: 1
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#1Sharon NgH-Index: 9
#2Mehak BhartiH-Index: 1
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#1Zhi Lu (UVic: University of Victoria)H-Index: 1
#2Lisa E. Bolton (PSU: Pennsylvania State University)H-Index: 17
Last. Haipeng Chen (UK: University of Kentucky)H-Index: 15
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Abstract How does market power affect consumer perceptions and purchase behavior? In the theoretically and pragmatically important context of price increases, we theorize that (i) consumer price fairness perceptions decline with market power when a price increase is due to costs; and (ii) this fairness difference arises due to greater perceptions of controllability and, in turn, exploitation by firms with higher market power. Consistent with our theorizing, we further argue that market power doe...
5 CitationsSource
#1Sharon Ng (NTU: Nanyang Technological University)H-Index: 9
#2Shankha Basu (University of Leeds)H-Index: 4
This research tests the idea that a salient global identity positively affects people’s willingness to pay for environmentally friendly products. Results from a large-scale multi-nation survey (N =...
3 CitationsSource