I am undertaking PhD research in the field of Marketing, specialising in consumer psychology. After completed undergraduate in Journalism and Economics (minor) in China, I received an MA degree in Corporate Communications, Marketing and Public Relations at the University of Leeds. Subsequently, I worked for the higher education and K12 education industries in China.
My PhD research aims to investigate the impact of psychological reactance on consumer behaviour in the context of loyalty programs. Self-conscious emotions and consumption goals are also my interests.
As for teaching experience, I am a teaching assistant for Deep Dive Dissertation/MKTG510 (May 2022) and Core Skills/MKTG200 (November 2022).
