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Faculty Profile

Shilpa MADAN's photo

Shilpa MADAN

Full-time Faculty
Assistant Professor of Marketing
Lee Kong Chian School of Business LKCSB

Education

2018Ph.D in Marketing 
Nanyang Technological University
2005Master of Management 
SJM School of Management, IIT Bombay
2003Bachelor of Information Technology
University School of Information Technology, Indraprastha University
 

Current Position(s) Held

2023 - NowAssistant Professor of Marketing
Lee Kong Chian School of Business, Singapore Management University

 

Selected Awards, Grants and Recognition 

  • Diana Koh Social Transformation Grant 2025, SGD 9,800 (USD 7,700)
  • Dean’s Teaching Honor List, AY 2023-24, 2024-25
  • Best Paper Award Winner at the 13th EMCB Conference 2024 in association with AMA & ACR
  • Social Mobility Foundation Grant 2024, National University of Singapore, SGD 45,030 (USD 33,350)
  • Singapore Ministry of Education, Academic Research Fund Tier 1 Grant 2023, SGD 40,100 (USD 30,000)
  • Faculty Fellow, NASMEI-Great Lakes Doctoral Consortium 2023
  • ASEAN Business Research Initiative Grant 2023, SGD 8,000 (USD 6,000)
  • Early Career Faculty Fellow, Leeds University Marketing Camp 2023
  • Best Talk Award at the Society for Consumer Psychology Annual Conference 2022 for the Sustainability and Well-being track.
  • Privacy, Security, & Trust Pillar Grant, Pamplin College of Business 2022, USD 7,350
  • Advertising Educational Foundation (AEF) Visiting Professor Program Fellow 2021
  • Privacy, Security, & Trust Pillar Grant, Pamplin College of Business 2021, USD 7,240
  • Faculty Fellow, NASMEI Doctoral Consortium 2020
  • Provost’s Faculty Mentoring Grant, Virginia Tech, 2020-22, USD 1,500
  • Young Scholar Data Blitz Winner, Advances in Cultural Psychology Preconference SPSP 2020
  • Research Prize in Public Interest Communication 2020 Finalist
  • S. Tamer Cavusgil Award for the best article in Journal of International Marketing 2019 Finalist
  • Invited participant at the AMA Marketing and Public Policy Pre-conference 2019
  • NBS PhD Program representative for the University commencement 2018
  • Commendable Graduate Researcher, Nanyang Business School 2018
  • Best Research Paper, Asia Pacific Business Sustainability Conference 2017
  • Excellent Graduate Student Teacher, Nanyang Business School, 2016-17
  • 3 Minute Thesis NTU Winner 2017
  • Global Case Writing Scholarship from the Case Center, UK 2015, USD 1,500
  

Research Interests

  • Consumer psychology
  • Lay theories
  • Cultural differences
  • Sustainability
  • Consumer well-being

Selected Journal Articles (Refereed)

  • Sheetal, Abhishek, Shilpa Madan, Rui-Ling Lee, Krishna Savani (forthcoming), “What values best distinguish the world's cultures? The machine learning-based cultural values inventory,” PNAS Nexus.
  • Madan, Shilpa, Krishna Savani, and Gita V. Johar (forthcoming), “Over-reliance on aesthetics? The appearance-reveals-character lay theory increases consumers’ devaluation of unattractive produce,” International Journal of Research in Marketing.
  • Madan, Shilpa, Krishna Savani, Pranjal Mehta, Desiree Phua, Ying-Yi Hong, and Michael Morris (in-press), “Stress Reactivity and Sociocultural Learning: More Stress-Reactive Individuals are Quicker at Learning Sociocultural Norms from Experiential Feedback,” Journal of Personality and Social Psychology.
  • Madan, Shilpa, Anyi Ma, Neeraj Pandey, Aneeta Rattan, and Krishna Savani (2023), “Support for Increasing the Minimum Wage: Role of Fixed-Growth Mindsets,” Journal of Experimental Psychology: General.
  • Madan, Shilpa, Krishna Savani, and Constantine Katsikeas (2023), “Privacy please: Power distance shapes consumers’ responses to data breaches,” Journal of International Business Studies.
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Curriculum Vitae
Google Scholar

Research Areas and Areas of Expertise

Strategic Priorities

Highlights
16
Publications
9
H-Index (All Time)
410
Citations (All Time)
Shilpa Madan is an award-winning marketing scholar whose research bridges consumer psychology, cross-cultural behavior, and social impact, with a strong record of academic leadership, industry experience, and public engagement.

Integrates rigorous behavioral science with real-world marketing challenges, advancing both theoretical and applied knowledge in consumer behavior, cultural psychology, and social impact; recognized for methodological innovation (e.g., machine learning in cultural research), cross-sectoral influence (academia, industry, policy), and commitment to responsible, inclusive marketing; research widely cited and covered in leading academic journals and popular media.

Focused research areas include Understanding how cultural values, social norms, and psychological mindsets shape consumer behavior and societal outcomes; leveraging behavioral science to address issues in sustainability, social mobility, and responsible marketing; investigating the impact of stress, aesthetics, and choice on decision-making; developing machine learning approaches to map cultural differences.
Areas of Expertise
Consumer BehaviorLay BeliefsCulture
This highlights are AI-generated content using the faculty's CV.

Education

2018Ph.D in Marketing 
Nanyang Technological University
2005Master of Management 
SJM School of Management, IIT Bombay
2003Bachelor of Information Technology
University School of Information Technology, Indraprastha University
 

Current Position(s) Held

2023 - NowAssistant Professor of Marketing
Lee Kong Chian School of Business, Singapore Management University

 

Selected Awards, Grants and Recognition 

  • Diana Koh Social Transformation Grant 2025, SGD 9,800 (USD 7,700)
  • Dean’s Teaching Honor List, AY 2023-24, 2024-25
  • Best Paper Award Winner at the 13th EMCB Conference 2024 in association with AMA & ACR
  • Social Mobility Foundation Grant 2024, National University of Singapore, SGD 45,030 (USD 33,350)
  • Singapore Ministry of Education, Academic Research Fund Tier 1 Grant 2023, SGD 40,100 (USD 30,000)
  • Faculty Fellow, NASMEI-Great Lakes Doctoral Consortium 2023
  • ASEAN Business Research Initiative Grant 2023, SGD 8,000 (USD 6,000)
  • Early Career Faculty Fellow, Leeds University Marketing Camp 2023
  • Best Talk Award at the Society for Consumer Psychology Annual Conference 2022 for the Sustainability and Well-being track.
  • Privacy, Security, & Trust Pillar Grant, Pamplin College of Business 2022, USD 7,350
  • Advertising Educational Foundation (AEF) Visiting Professor Program Fellow 2021
  • Privacy, Security, & Trust Pillar Grant, Pamplin College of Business 2021, USD 7,240
  • Faculty Fellow, NASMEI Doctoral Consortium 2020
  • Provost’s Faculty Mentoring Grant, Virginia Tech, 2020-22, USD 1,500
  • Young Scholar Data Blitz Winner, Advances in Cultural Psychology Preconference SPSP 2020
  • Research Prize in Public Interest Communication 2020 Finalist
  • S. Tamer Cavusgil Award for the best article in Journal of International Marketing 2019 Finalist
  • Invited participant at the AMA Marketing and Public Policy Pre-conference 2019
  • NBS PhD Program representative for the University commencement 2018
  • Commendable Graduate Researcher, Nanyang Business School 2018
  • Best Research Paper, Asia Pacific Business Sustainability Conference 2017
  • Excellent Graduate Student Teacher, Nanyang Business School, 2016-17
  • 3 Minute Thesis NTU Winner 2017
  • Global Case Writing Scholarship from the Case Center, UK 2015, USD 1,500
  

Research Interests

  • Consumer psychology
  • Lay theories
  • Cultural differences
  • Sustainability
  • Consumer well-being

Selected Journal Articles (Refereed)

  • Sheetal, Abhishek, Shilpa Madan, Rui-Ling Lee, Krishna Savani (forthcoming), “What values best distinguish the world's cultures? The machine learning-based cultural values inventory,” PNAS Nexus.
  • Madan, Shilpa, Krishna Savani, and Gita V. Johar (forthcoming), “Over-reliance on aesthetics? The appearance-reveals-character lay theory increases consumers’ devaluation of unattractive produce,” International Journal of Research in Marketing.
  • Madan, Shilpa, Krishna Savani, Pranjal Mehta, Desiree Phua, Ying-Yi Hong, and Michael Morris (in-press), “Stress Reactivity and Sociocultural Learning: More Stress-Reactive Individuals are Quicker at Learning Sociocultural Norms from Experiential Feedback,” Journal of Personality and Social Psychology.
  • Madan, Shilpa, Anyi Ma, Neeraj Pandey, Aneeta Rattan, and Krishna Savani (2023), “Support for Increasing the Minimum Wage: Role of Fixed-Growth Mindsets,” Journal of Experimental Psychology: General.
  • Madan, Shilpa, Krishna Savani, and Constantine Katsikeas (2023), “Privacy please: Power distance shapes consumers’ responses to data breaches,” Journal of International Business Studies.