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Research

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Dr Ji (Karena) Yan, BA, MSc, PhD

Associate Professor in Marketing in the Business School
Telephone: +44 (0) 191 33 45383
Fax: +44 (0) 191 33 40595
Room number: A222

Contact Dr Ji (Karena) Yan (email at ji.yan@durham.ac.uk)

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.

Mini 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.

Research Groups

Business School

Research Interests

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

Publications

Supervises