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. 

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

Award:

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)