Tel: +604-6532794 Fax: +604-6532792
+604-653 6407

Dr. Chin Phaik Nie

Senior Lecturer
Graduate School of Business
Universiti Sains Malaysia


  • Ph.D., Economics, Universiti Sains Malaysia, 2016
  • M.B.A., Heriot-Watt University, 2002
  • Bachelor of Economics, Applied Statistics, University of Malaya, 1999


Dr. Chin is currently a Senior Lecturer at Graduate School of Business, Universiti Sains Malaysia. She obtained her PhD in Economics from Universiti Sains Malaysia in 2016. Her first degree was Bachelor of Economics (Hon) from University of Malaya and she obtained her Master of Business Administration from Heriot-Watt University. Her current research interests and projects include behavioural and experimental finance, behavioural and experimental economics, marketing and consumer behaviour. She loves anything about economics and psychology, and that has led her to explore more about her current fields. She currently teaches Finance Strategy , Natural Resources and Environmental Management and ASEAN Economic Integration Seminar in the School’s Master of Business Administration (MBA) programme.

Prior to her teaching stint at USM, Dr. Chin has multidisciplinary experiences. She has worked in several multinational companies in her ten years industrial experiences. Dr. Chin also served as an EXCO member of an NGO in Penang since year 2011. The center focuses on building children’s self-esteem by providing individual therapy session to children and also conducts play group sessions in primary schools in Penang.

Teaching and Research Areas

Teaching: Financial Strategy, Natural Resources and Environmental Management, ASEAN Economic Integration Seminar.

Research Interest: Behavioural Finance, Behavioural Economics, Marketing and Consumer Behaviour

Consultancy and Industrial Experience

Industry Experiences

Plexus Manufacturing (M) Sdn Bhd

Intel Product (M) Sdn Bhd 

OSRAM Opto Semiconductor (M) Sdn Bhd

Solectron Technology (M) Sdn Bhd 


  • Phaik Nie Chin, Salmi Mohd Isa, Yasmin Alodin (2020) “The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility”, Journal of Marketing Communication, 26(8), 896-912, (Scopus)

  • Salmi Mohd Isa, Grace Sze Sze Lim, Phaik Nie Chin, (2019) “Patients’ intent to revisit with trust as the mediating role: lessons from Penang Malaysia”, International Journal of Pharmaceutical and Healthcare Marketing, 13(2), 40-159, 2017-0056 (Scopus)

  • Salmi Mohd Isa, Phaik Nie Chin, Irene Liew, (2019) “Exploring the role of corporate social responsibility skepticism in ethical purchase intention”, Social Responsibility Journal, 16(2), 291-307. (Scopus)

  • Yougan Nagaya & Phaik Nie Chin (2019) “The Effect of Big Five Personality Traits on Type of Life Insurance Plan Purchased”, Contemporary Issues in Business and Management – Extended Research Abstract, ed Karpal Singh Dara Singh / Shaian Kiumarsi, Vol. 1, 79-83 (ISBN 978-967-394-343-2)

  • Chin, P.N., Ch’ng K.S. & Isa, S.M. (2018). The Effect of Self-Serving Bias on Trading Decisions and its Solution Mechanisms: An Experimental Study. Global Business & Management Research. Special issue, 10(1), 67-81. (ERA)

  • Isa, S.M., Chin, P.N., & Mohammad, N.U. (2018). Muslim Tourist Perceived Value: A Study on Malaysia Halal Tourism. Journal of Islamic Marketing. 9(2), DOI 10.1108/JIMA-11-2016- 0083. (Scopus)

  • Isa, S.M., Lim, C.K., & Chin, P.N. (2017). Green Purchase Intention of Laundry Detergent Powder in Presence of Eco-Friendly Brand. Global Business & Management Research. Special issue, 9(4), 128-143. (ERA)

  • Ch’ng, K.S., Khoo, S.L. and Chin, P.N. (2014). The effects of cultural and historical information and contribution threshold on public contributions: an experimental study on the conservation of heritage houses in Penang, Malaysia. Journal of Cultural Economics, 38(3), pp.207-222. (SSCI, Scopus)

  • Isa, S.M. & Chin, P.N. (2018). A Study on Social Entrepreneurial Attitudes Towards Start-Up Intention In Northern Region Malaysia. Proceedings of the International Conference on Business Sustainability & Innovation (17-19 October).

  • Chin, P.N., Isa, S.M., & Alodin, Y. (2018). Endorsement Credibility and Brand Credibility Towards Purchase Intention: Evidence from Local Apparel Brands, Malaysia. Proceedings of the 23rd International Conference on Corporate and Marketing Communications (12-14 April).

  • Chin, P.N. (2017). The effect of traders’ cognitive biases on psychological attributes and confidence in stock trading: an experimental study. Proceedings of Singapore Economic Review Conference (2-4 August). p. 171.

  • Chin, P.N. (2015). The effect of confirmation bias on investors’ overconfidence bias and its solutions: an experimental study. Proceedings of Singapore Economic Review Conference (5- 7 Aug). p. 115.

  • Chin, P.N., & Ch’ng, K.S. (2013). Culture, social preferences and beliefs in public goods game. Proceedings of Singapore Economic Review Conference (6-8 August). p.91.

  • Ch’ng, K.S, Khoo S.L., & Chin P.N. (2013). Cultural and historical information in voluntary contribution mechanism. Proceedings of The 3rd Advances in Hospitality and Tourism Marketing & Management Conference (25-30 June). p.56.


Citation index



Journal Articles
Book Chapters

Research Grants


Honors & Awards