Noah Lim

Prof Noah Lim is a behavioral economist and Provost's Chair Professor at the NUS Business School, where he serves as Head of the Department of Marketing and Director of the NUS Global Asia Institute. Previously, he held the John P. Morgridge Distinguished Chair at the University of Wisconsin-Madison and maintains editorial roles at top journals like Management Science and Marketing Science.

He earned his PhD in Marketing from the University of Pennsylvania's Wharton School and holds a first-class honours B.A. in Economics and Political Science from National University of Singapore. His research bridges economics, psychology, and marketing to study decision-making in sales incentives, pricing strategy, and behavioral change for health and sustainability, including leading the $17m NUS Initiative to Improve Health in Asia (NIHA).

His 15 most recent publications span behavioral economics experiments on topics like gender performance disparities, climate policy design, health incentive effectiveness, and team-based sales dynamics. Key journals include Nature Communications, Management Science, and Marketing Science, with methodological innovations in causal inference and experimental design.

• 2009 Marketing Science Institute Young Scholar
• 2011 William O'Dell Award Finalist
• Editorial Board: Management Science (Associate Editor), Production & Operations Management (Senior Editor)

He teaches pricing strategy and marketing models, having received teaching awards at Wharton, Houston, and Wisconsin. As Fellow of Wisconsin's Teaching Academy and piano performer with Royal Schools of Music qualifications, he exemplifies interdisciplinary excellence.