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