I am currently a third-year PhD candidate in Marketing - Consumer psychology at Bangor University. I have immersed myself into consumer psychology theories and applied these theories in practice since doing the MSc Business with consumer psychology at Bangor. For a year and a half working as a lecturer at University of Economics Ho Chi Minh City, Vietnam and three months as a teaching assistant at NHL Stenden University of Applied Sciences, the Netherland, I would like to dedicate myself to teaching and researching career in this field.
- Consumer behaviours
- Sustainable consumption
- Goal settings
- Self-regulation and licensing effects
- Theory of planned behaviours
- Behavoural Experimentation
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.
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)
- 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)