Jingxi Huang

PhD student

Research Overview

I am undertaking PhD research in the field of Marketing, specialising in consumer psychology. After completed undergraduate in Journalism and Economics (minor) in China, I received an MA degree in Corporate Communications, Marketing and Public Relations at the University of Leeds. Subsequently, I worked in the higher education industry in China. These roles allowed me to spark a curiosity in consumer psychology.

My research interest lies in consumer psychology. Particularly, my PhD research aims to investigate the impact of psychological reactance on consumer behaviour in the context of loyalty programs. I am also interested in experiment design.