Siok Kuan TambyahView profile
Associate Professor
Assoc Prof Siok Kuan Tambyah is an Associate Professor at the National University of Singapore (NUS) Business School and a Fellow at The College of Alice & Peter Tan, NUS. She holds a PhD in Business from the University of Wisconsin-Madison. Her research focuses on consumer behavior, consumer culture theory, services marketing, and happiness/quality-of-life studies. She has authored/co-authored five books and numerous articles in leading journals such as the Journal of Consumer Research and Journal of Service Research . Her teaching spans undergraduate and graduate levels, including courses on Principles of Marketing, Consumer Behavior, and The Pursuit of Happiness. She has supervised over 60 undergraduate research projects and advised two PhD students. Her pedagogical research emphasizes interdisciplinary learning and residential college environments, highlighted in works like Student Growth and Development in New Higher Education Learning Spaces . A/P Tambyah’s work on Singapore’s quality of life and well-being has positioned her as a leading expert. Key publications include Happiness and Wellbeing in Singapore: Beyond Economic Prosperity (2023) and Drivers of Sustainability and Consumer Well-Being (2022). Her research often bridges consumer behavior with societal issues, such as immigrant inclusion and economic hardship impacts. She is an award-winning educator, recognized for innovative teaching methods in residential colleges and executive education programs. Her contributions to interdisciplinary learning and community engagement are further detailed in her writings on reflective practices and community-based research models.












