Rui Zhang

I hold a bachelor’s degree in Business English from Sichuan International Studies University (China) and a master’s degree in Consumer Marketing from the University of Reading. I am currently pursuing a PhD in Marketing at the University of Reading, where my research focuses on consumer psychology and behaviour in the context of nostalgia marketing. I have presented my work at academic events including the Academy of Marketing Conference and the Reading Emotions Conference. My broader interests lie in sensory marketing, consumer emotions, and decision-making in online and offline environments.