Siok Kuan Tambyah is Associate Professor at the NUS Business School, National University of Singapore. Her research interests include consumption and identity, ethnicity, gender, luxury consumption, consumer culture, values and lifestyles, and cross-cultural consumer behavior. In addition to journal articles on consumer behavior, services marketing and quality of life, she has co-authored three books on values, lifestyles and wellbeing in Singapore. Soo Jiuan Tan is Associate Professor at the NUS Business School, National University of Singapore. Her research is in the areas of international market entry strategies, consumer values and lifestyles, parallel importing, game theoretic applications in marketing and new product management. She has published in leading international journals and is also the co-author of five books: Seven Faces of Singaporeans, Competing for Markets: Growth Strategies for SMEs, Understanding Singaporeans: Values, Lifestyles, Aspirations and Consumption Behaviors, The Wellbeing of
