Kaiying Li

2014/15: MSc International Management and Marketing, University of Sheffield

• Consumer behaviour and psychology
• Marketing communication

Title of PhD: 
An Investigation into the Role of Cognitive, Emotional and Cultural Factors in the Decision-Making Process for Infant Milk Powder in the Chinese Market

Supervisors: 
Prof Lloyd C. Harris

PhD description:
My research focuses on how and to what extent emotions and reason influence the behavioural responses of Chinese parents to infant milk powder, as China has experienced enormous baby dairy safety hazards. By drawing upon theoretical lens from both marketing and psychology fields, this research will seek to provide a deep understanding of how emotions entangled with reason work in the decision-making process, and which consumer choice strategies have been developed in a dysfunctional economy context.