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
I study the psychological processes behind how consumers construct and respond to sensory experiences — before, during, and increasingly, through technology-mediated consumption.
CURRENT RESEARCH FIELDS
- Sensory marketing theory
- AR and VR in combination with sensory cues
- Visual dynamism
- Large language models as a tool for sensory experience research
Teaching
- Contract Lecturer, Survey-Based Research Design for DPhil programs at Saïd Business School
- Teaching Assistant, Visual Search Practical, Department of Experimental Psychology
- Teaching Assistant, Social Psychology and Developmental Psychology Practicals, Department of Experimental Psychology
- Tutor, Psychology and Social Connection, Lady Margaret Hall
Visiting fellowships
- Visiting PhD Fellow, Department of Marketing, BI Norwegian Business School, Norway
- 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
Experiences
- Research Assistant, Future of Marketing Initiatives, Saïd Business School, University of Oxford
- Welfare Officer, Wolfson College, University of Oxford
- Oxford-Berlin Research Partnership Seed-Fund Project
- Undergraduate admission interviewer, Somerville College, University of Oxford