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Our People

Dr Ji (Karena) Yan

BA, MSc, PhD

Associate Professor in Marketing

Ji Yan holds a PhD degree from Cardiff University. Prior to joining the School she worked as a Teaching Assistant in Marketing at Cardiff University. Her research interest falls in consumer behaviour.

Biography

Ji Yan holds a PhD degree from Cardiff University. Prior to joining the School she worked as a Teaching Assistant in Marketing at Cardiff University. Her research interest falls in consumer behaviour.

More specifically, her work demonstrated the applicability of incorporating behavioural psychology models and behavioural economic approaches in terms of explaining consumers' brand choice. She has also been involved in exploring the consumers' price responsiveness under different behavioural settings and is currently working on life-cycle expenditures for non-food products in UK's FMCGs.

Prospective PhD applicants with similar research interests are encouraged to send her a research proposal.

Karena provides Academic Support on a major Knowledge Transfer Partnerships (KTP) project, funded by Technology Strategy Board and TDG Brand Communications.

Research Interests

  • Consumer resarch/Market research
  • Consumer behaviour analysis/Buyer Behaviour
  • Behavioural economic/Economic psychology
  • Experimental marketing and consumer psychology

Research Groups

Publications

Contact Details

Associate Professor in Marketing
+44 191 3345383