Zaichen Li is a PhD Candidate in Marketing at Cass Business School. Her research interests include consumer psychology and judgement and decision-making. She is currently working on the topic of anthropomorphism, conducting a meta-analysis to assess the robustness of the reported effects across studies on this topic. Additionally, she is using experimental method to identify the factors triggering anthropomorphism and the subsequent effects on consumer behaviour.
- MSc International Strategic Marketing, University of Glasgow, United Kingdom, Sep 2013 – Sep 2014
- BSc Marketing, Beijing International Studies University, China, Sep 2009 – Jul 2013
- Meta-Analysis, King's College London, United Kingdom, Nov 2018
- PhD-level Introduction to Behavioural Economics, Norwegian School of Economics, Bergen, Norway, Aug 2018
- Experimental Design and Analysis, University of Calabria, Cosenza, Italy, Sep 2015
- Research Lab Manager, Cass Business School, Sep 2015 – Feb 2019
- PhD Candidate, Cass Business School, Sep 2015 – Dec 2020
Chinese (Mandarin) and English.
- Li, Z., Scopelliti, I. and Steinmetz, J. Clarifying the Effects of Anthropomorphism on Consumer Behaviour: Experimental Studies and Meta-Analysis.