Assistant Professor, Marketing
College of Business Administration
BusAd C-402G: 956-8167
Department: 956-6692; Fax: 956-9886
e-mail: nwong@busadm.cba.hawaii.edu

BA 1984, York University, Toronto
MBA 1989, University of California, Los Angeles
MA 1996, University of Michigan
PhD 1996, University of Michigan

Professor Wong’s area of research interest is cross-cultural consumer psychology, focusing on the Asia-Pacific region. Her current research topics are consumer decision models in services and luxury consumption, cross-cultural research methodology, and emotion structure. She is active in both the American marketing Association and the Association for Consumer Research.

China-related courses
Mkt 381 Multinational Marketing

Selected China-related publications
“Filial Piety or Rugged Individualism? Affect Intensity as a Reflection of Psychological Distance in the People’s Repblic of China, and America.” With Richard Bagozzi. Under review for publication in Personality and Social Psychology Bulletin (1998).
“Personal Tastes and Family Face: Self-Concepts and Luxury Consumption in Confucian and Western Societies.” Psychology and Marketing (1998), vol. 15, no. 5, pp. 423-441.
“Validity Problems Comparing Values Across Cultures and Possible Solutions.” With Kaiping Peng and Richard Nisbett. Psychological Methods (1997), vol. 2, no. 4, pp. 329-344.