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
Research Assistant at Oxford Saïd Business School. Future of Marketing Initiatives
Oxford-Berlin Research Partnership Seed-Fund Project
Visiting Researcher at Smell and Taste Lab, Technische Universität Dresden, Germany
Marketing Research Intern, Centre for Extra-Mural Studies, University of Cape Town
Undergraduate admission interviewer, Somerville Collge, University of Oxford
Principle Supervisor
Prof Charles Spence, Professor of Experimental Psychology
Co-supervisors
Dr Rhonda Hadi, Associate Professor of Marketing at Oxford Saïd Business School
Dr Clea Desebrock, Lecturer at the 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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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