Honghan Qi

I joined the University of Leicester as a Lecturer in Marketing in 2023, after completing my doctoral studies at the University of Leeds. My research focuses on consumer behaviour and judgment and decision-making, mainly about social inferences and judgment.

At Leicester, I teach modules including Marketing Intelligence, Data Analysis and Research Methods, where I support students in developing analytical, research, and evidence-based decision-making skills relevant to contemporary marketing practice.

My research focuses on consumer behaviour, with particular interests in joint consumption and the role of social inference in marketing. I study how consumers form judgments and make decisions in social and marketplace contexts, and how their beliefs about others’ thoughts, preferences, and reactions shape their own evaluations and choices. My work aims to advance understanding of the psychological processes underlying consumer decision-making and to generate insights relevant to marketing strategy and consumer communication.

I teach postgraduate modules of MK7435 Market Intelligence, Data Analysis and Research Methods, and also several undergraduate modules including MN3115 Business in Digital Economy and MN1030 Consumers, Brands and Digital Marketing and etc.