Handbook of Culture and Consumer Behavior

Sharon Ng is Associate Professor of Marketing in Nanyang Business School at Nayang Technological University (NTU) and a fellow in the Institute on Asian Consumer Insights. She received her PhD from the University of Minnesota and has published in the top marketing journals, such as the Journal of Marketing Research and Journal of Consumer Research. Her research focuses on culture, branding, and sustainability issues. She was named the 2009 MSI YoungScholar by the Marketing Science Institute and was also awarded the Nanyang Excellence in Teaching Award in 2009 and Researcher of the Division Award in 2006, 2008, and 2010 by NTU. She sits on the editorial board of the Australasian Marketing Journal and reviews regularly for the top marketing and psychologyjournals.Angela Y. Lee is a consumer psychologist and the Mechthild Esser Nemmers Professor of Marketing at the Kellogg School of Management at Northwestern University. Her expertise is in consumer learning, emotions, and goals, and her research focuses on the conscious and nonconscious influences of memory, consumer motivation, and cross-cultural consumer psychology. Her publications appear in leading journals in marketing as well as in psychology, and she is the coeditor of Kellogg on China(Northwestern University Press, 2004). She was the recipient of the 2006 Stanley Reiter Best Paper Award for her research on self-regulation and persuasion, and the 2002 Otto Klineberg Award for the best paper on international and intercultural relations. She was formerly the president of the Association forConsumer Research and currently serves on the board of the American Marketing Association as well as on the editorial boards of the Journal of Consumer Research and the Journal of Marketing Research.