Zhihua Li

Zhihua Li

The Department of Economics
Associate Professor in Economics

Contact details

Department of Economics
Birmingham Business School
University House
University of Birmingham
B15 2TT

Prior to joining the department, Zhihua worked as a Leverhulme research fellow at Behavioural Science Group, University of Warwick. She employs experimental methods, develops experiment programs and analyses data sets to better understand economic models and its psychological underpinnings, generating insights to inform theory as well as real world decision makers.

Her research interests are mainly within the field of behavioural economics and experimental economics. She takes special interests not only in testing economic theories in the environment of imperfect decision makers but also in applying rational theories to improve decision-making quality.


PhD in Economics, School of Economics, Erasmus University Rotterdam, the Netherlands

M.Phil in Organizational Behaviour, Erasmus Research Institute of Management, Erasmus University Rotterdam, the Netherlands


Decision Theory and Games


Behavioural Decision Making

Other activities

PG exam officer


Recent publications


Li, Z & Zhong, S 2022, 'Reference dependence in intertemporal preferences', Management Science. https://doi.org/10.1287/mnsc.2022.4348

Li, Z & Loomes, G 2022, 'Revisiting the diagnosis of intertemporal preference reversals', Journal of Risk and Uncertainty. https://doi.org/10.1007/s11166-022-09369-w

Johnson, C, Baillon, A, Bleichrodt, H, Li, Z, van Dolder, D & Wakker, P 2021, 'Prince: an improved method for measuring incentivized preferences', Journal of Risk and Uncertainty, vol. 62, no. 1, pp. 1-28. https://doi.org/10.1007/s11166-021-09346-9

Li, Z, Muller, J, Wakker, P & Wang, T 2018, 'The rich domain of ambiguity explored', Management Science, vol. 64, no. 7, pp. 3227–3240. https://doi.org/10.1287/mnsc.2017.2777

Li, Z, Loomes, G & Pogrebna, G 2017, 'Attitudes to uncertainty in a strategic setting', The Economic Journal, vol. 127, no. 601, pp. 809-826. https://doi.org/10.1111/ecoj.12486

Li, Z, Rohde, K & Wakker, P 2017, 'Improving One's Choices by Putting Oneself in Others' Shoes – An Experimental Analysis', Journal of Risk and Uncertainty. https://doi.org/10.1007/s11166-017-9253-3

Li, C, Li, Z & Wakker, P 2014, 'If Nudge Cannot Be Applied: A Litmus Test of the Readers' Stance on Paternalism', Theory and Decision, vol. 76, pp. 297-315. https://doi.org/10.1007/s11238-013-9375-2

View all publications in research portal