Research groups
Colleges
Tianyi Zhang
BSc (Hons, Sun Yat-sen University), MPhil (Cantab, Trust Scholar), GMBPsS
DPhil Candidate
Cross-modal perception applied in consumer psychology
My research specialises in multisensory experiences and sensory marketing, with publications on consumer behaviour in the fields of food and cosmetics. My research outputs have been featured on CBC Radio, Fox Communications, and more.
Current research fields:
- Sensory marketing theory
- Augmented reality and sensory experiences
- Implied motion
- Scent marketing
Teaching
Contract Lecturer, Survey-based research design for DPhil programs at Saïd Business School
Teaching Assistant, Visual Search Practical
Teaching Assistant, Social Psychology and Developmental Psychology Practicals
Tutors for undergraduate Research Assistants
Experiences
Oxford-Berlin Research Partnership Seed-Fund Project
Research Assistant, Future of Marketing Initiatives, Saïd Business School, University of Oxford
Visiting Research Associate, Smell and Taste Lab, Technische Universität Dresden, Germany
Marketing Research Intern, Centre for Extra-Mural Studies, University of Cape Town, South Africa
Undergraduate admission interviewer, Somerville Collge, University of Oxford
Welfare Officer, Wolfson College, University of Oxford
Key publications
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Orthonasal olfactory influences on consumer food behaviour.
Journal article
Zhang T. and Spence C., (2023), Appetite, 190
Recent publications
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Advancing flavor perception research with EEG microstate analysis: A dynamic approach to understanding brain responses to alcoholic stimuli
Journal article
Wang G. et al, (2025), Food Chemistry, 144218 - 144218
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Eudaimonia in Sourdough: Understanding Well-Being in the Sensory Experiences of Artisanal Activities
Journal article
Zhang T. et al, (2025), Applied Research in Quality of Life
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When and Why Do Users Trust AI in the Kitchen? A Hybrid Modelling Approach to the Adoption of AI-Assisted Cooking
Preprint
Califano G. et al, (2024)
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Learning about bread: The multisensory influences and well-being consequences of bread making and tasting
Report
SPENCE C. et al, (2024)
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Ready meals that look hot increase consumer’s willingness to pay for plant-based options
Journal article
Zhang T. et al, (2024), Food Quality and Preference
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Would you trust an AI chef? Examining what people think when AI becomes creative with food
Journal article
Califano G. et al, (2024), International Journal of Gastronomy and Food Science
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‘Hot stuff’: Food is More Desirable with Dynamic Food -Extrinsic Temperature Cues
Conference paper
Zhang T. et al, (2024)
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‘Hot stuff’: Making food more desirable with animated temperature cues
Journal article
Zhang T. et al, (2024), Food Quality and Preference, 120, 105233 - 105233
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Multisensory contributions to skin-cosmetic product interactions.
Journal article
Spence C. and Zhang T., (2024), Int J Cosmet Sci
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Orthonasal olfactory influences on consumer food behaviour.
Journal article
Zhang T. and Spence C., (2023), Appetite, 190