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Research groups

Tianyi Zhang

BSc (Hons, Sun Yat-sen University), MPhil (University of Cambridge), GMBPsS

DPhil Candidate

Cross-modal perception applied in consumer psychology

I am a DPhil student (2022 entry) based at Crossmodal Perception Lab, supervised by Prof Charles Spence.

My research is centred around cross-modal cognition and consumer behavioural sciences. I would attribute these keywords to my research interests: sensory perception (vision, taste, hearing, etc.), spatial processing, and consumption pleasantness. I am interested in how expectations are influenced by the information we are exposed to, and how these expectations lead to diverse emotions, reactions to stimuli (e.g., danger signals and novel attractions), and decision-making behaviours, etc. My DPhil research will be co-supervised by Dr Rhonda Hadi, Associate Professor of Marketing from Oxford Saïd Business School.

I undertake both behavioural experimental designs and neuroimaging techniques to conduct research projects. Previously, I also researched interactive educational technology – how multisensory information affected learning experiences.

Laboratory Demonstrator – Visual Search & Feature Integration Theory Block Practical


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