Soo Jiuan Tan

Assoc Prof Soo Jiuan Tan is an Honorary Fellow in the Department of Marketing at the National University of Singapore (NUS Business School). She holds a PhD in Business Administration from Washington University in St. Louis (1993) and a Bachelor of Business Administration from the University of Singapore (1980). Her research focuses on consumer values, quality of life, and strategic marketing, with notable contributions to studies on Singaporeans' wellbeing and cross-cultural consumer behavior.

Her long-term research includes the Singapore Quality of Life Index project, examining subjective well-being, trust, and values across demographics. She has collaborated extensively with institutions like the National Volunteer & Philanthropy Centre and the Lee Kuan Yew School of Public Policy. Her work bridges academic rigor with practical relevance, addressing issues such as outsourcing risks, SME strategies, and the impact of religion on consumer behavior.

Key publications include books like Happiness and Wellbeing in Singapore: Beyond Economic Prosperity (2024) and Happiness and Wellbeing: The Singaporean Experience (2012). Her research has been cited in policy forums and featured in media, including the Straits Times. She has advised on social health indicators and contributed to international conferences on quality of life and consumer psychology.

Prof Tan’s teaching philosophy emphasizes interactive learning, academic rigor, and workplace relevance. She has designed courses integrating real-world case studies and practitioner insights, fostering analytical and communication skills.