meta pixel


Campus Operating Status: The university is open and operating, and classes are proceeding on a normal schedule.

Dr. Nathan Fong

Associate Professor


Office: BSB 318

Phone: (856) 225-6695

Ph.D., Massachusetts Institute of Technology

Nathan Fong joined the Rutgers School of Business as an Assistant Professor of Marketing in 2018. He received his B.S. from Stanford University and his Ph.D. from MIT. Nathan’s research combines field experiments and models to evaluate marketing mix effects in digital marketing settings. He has examined how sales taxes affect consumer behavior in the Internet channel, how targeted marketing communications affect online customer search behavior, and how mobile technologies can be used for contextual targeting.

Research Interests: Digital marketing; Targeted promotions; Consumer information search; Preference anchoring
Courses Taught: Consumer Behavior, Marketing Analytics

Representative Publications:

  • S. Yoon, N. Fong, and A. Dimoka, “The Robustness of Anchoring Effects on Preferential Judgments,” Judgment and Decision Making, 2019.
  • S. Yoon and N. Fong, “Uninformative Anchors Have Persistent Effects on Valuation Judgments,” Journal of Consumer Psychology, 2019.
  • N. Fong, Y. Zhang, X. Luo, and X. Wang, “Targeted Promotions on an E-Book Platform: Crowding Out, Heterogeneity, and Opportunity Costs,” Journal of Marketing Research, 2019.
  • R. Silberzahn, E. L. Uhlmann, D. P. Martin, P. Anselmi, F. Aust, E. Awtrey, …, N. Fong, …, B. A. Nosek, “Many analysts, one dataset: Making transparent how variations in analytical choices affect results,” Advances in Methods and Practices in Psychological Science, 2018.
  • J. Dubé, Z. Fang, N. Fong, and X. Luo, “Competitive Price Targeting with Smartphone Coupons,” Marketing Science, 2017.
  • P. Verhoef, A. Stephen, P.K. Kannan, X. Luo, V. Abhishek, M. Andrews, Y. Bart, H. Datta, N. Fong, D. Hoffman, M. Hu, T. Novak, W. Rand, and Y. Zhang, “Connecting Customers in a Mobile World,” Journal of Interactive Marketing, 2017.
  • N. Fong, “How targeting affects customer search: A field experiment,” Management Science, 2017.
  • N. Fong, Z. Fang, and X. Luo, “Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions,” Journal of Marketing Research, 2015.

Scroll to Top

Request More Information

Request More Information

BLDP Executive Shadowing Application v2

This form is set to automatically delete an entry 180 days after it has been submitted.

"*" indicates required fields

* Indicates a required field.

Student Information



Preferred Work Environment
Preferred Area of Work*


If I am chosen and matched with an executive, I will follow through and prepare a one-page report giving honest feedback about the experience. The written summary is due by the start of the next semester. By typing my name in the box to the right I am offering my digital signature in lieu of my handwritten signature.

After the shadowing event, I will write a personal thank you letter to the executive and copy Dr. Kaufman-Scarborough and Ms. Bridget Britton for their records. By typing my name in the box to the right I am offering my digital signature in lieu of my handwritten signature.

This field is for validation purposes and should be left unchanged.

After notified of a match, students are responsible for providing personal information to the matched executive (e.g., current resume and cover letter with information on career ambitions). The information on this application is for internal use only, for us to match you as well as possible with and executive from among our alumni database.

BLDP Application

The Spring 2023 Application is now open! 

Priority will be given to applications received by November 18. Applications are accepted until all seats are filled. Space is limited, so apply early!

The seminar application process is our gateway for entry into the program. Upon acceptance into BLDP, students will be emailed their acceptance letter plus a special permission number allowing registration for the BLDP seminar.


Seminar applications are solicited each semester and require the following:

  1. Completed application form (at the bottom of this page),
  2. For students with GPA 3.0 – 3.49, two (2) letters of recommendation (one academic; one other)

Rutgers-Camden students are invited to apply to apply for enrollment in the BLDP seminar. All applicants are expected to meet both of the following selection criteria:  (1) have sophomore standing or above and (2) have an overall GPA of 3.0 or above. First-semester transfer students will be evaluated based on their GPA earned at Rutgers. Students who fail to meet these admission criteria may still be allowed to apply for (and possibly enroll in) the BLDP seminar, but they will be evaluated on a case-by-case basis.

The director balances evaluations to make final decisions on people accepted for the seminar (up to a maximum of 15-20 each semester).

Students who are admitted to the BDLP are required to adopt the BLDP Code of Conduct. A signed contract is required from each student.

Students may count activities toward “leadership units” that were initiated prior to taking a seminar, as long as those activities occured primarily during their enrollment in their academic program.

Application for Admission to BLDP Seminar

Applications for the BLDP Seminar will be ongoing until class is filled.

BLDP Program Application

This form is set to automatically delete an entry 180 days after it has been submitted.

  • * Indicates a required field.

  • Contact Information

  • Academic Information

  • Please enter a number from 0 to 500.
  • Transfer students only.
  • Employment Information

  • List relevant employment history

  • EmployerPositionDates of Employment 
  • School Leadership Information

  • Provide evidence of leadership initiative while enrolled in school by listing all school-based organizations and activities in which you have held a leadership role while a student.

  • OrganizationRoleDates 
  • Community Leadership Information

  • Provide a list of community or volunteer activities in which you engaged in a leadership role.

  • OrganizationRoleDates of Activity 
  • Statement

  • In your own words (100-350), discuss the reasons why your application should be considered for the Business Leader Development Program, including what you hope to gain from the program and what you can contribute.

  • Additional Submission Instructions

  • If you need to submit two reference letters, please email them to Ideally, you should receive one letter from an academic source (e.g., a former or current instructor), and one from a business source (e.g., a former employer - even if for a part-time or volunteer position).

    Please only submit one application. If you experience any technical problems or need to submit the application again, please contact

    Thank you.

  • This field is for validation purposes and should be left unchanged.