Ms Thi Hong Ngoc Nguyen



Research interests

  • Consumer behaviours
  • Sustainable consumption
  • Goal settings
  • Self-regulation and licensing effects
  • Emotion
  • Theory of planned behaviours
  • Behavoural Experimentation

PhD research

Supervisors: Prof. Louise Hassan and Prof. Edward Shiu

Sustainable behaviours might be considered as trade-offs between individuals' immediate gratification and the long-term benefits for the environment and themselves. Thus individuals are required the exertion of self-control efforts to resolve these trade-offs in favour of the environmental sustainability.

I am examining the replication of an emerging construct of self-control trait in the sustaianbility context and testing the sequential impact of initial goal-consistent behavours on the persistence-licensing likelihood. The influence of emotional experiences underlying this psychological mechanism is also included in my investigation. 

Grant Awards and Projects

Scholarship and grant awards:

  • A Dean’s Scholarship from Bangor University for PhD students (2019) and Master students (2016)
  • A grant for “Fostering Young Talents 2015” by State Capital Investment Corporation, Vietnam


Best Dissertation in Business, Management and Marketing awarded by Bangor Business School (2017)

Research Projects:

  • Place of climate changes, Bangor University (01/2021-present) 
  • Developing contents and features of website adverts to enhance Redrow buyers’ attitudes towards house purchase, part of a Master module (1-4/2017, Finished)

Education / academic qualifications

  • 2017 - MSc , Business with Consumer Psychology, Distinction , Bangor University (2016 - 2017)
  • 2016 - BA , International Business, First class (2012 - 2016)

Research outputs (2)

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