Inside the Mind of
Mark Chong
Mark Chong is an Associate Professor of Communication Management and Area Coordinator of Communication Management Group at Singapore Management University. His research interests include the Perception and acceptance of novel food technologies. He is also SMU-X Academic Champion and Mentor and the Program Director of the United Board Fellows Program.
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The Singaporean cultural trait of kiasuism, which is exemplified by the fear of losing out or being left behind, may explain Singaporeans’ motivation to project an image of being ‘trailblazers’ (vis-a-vis other nationalities) by expressing a higher acceptance of novel foods such as lab-grown meat.