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Dr Beo Thai is a Senior Lecturer in Marketing at the School of Business, Faculty of Arts, Society and Business, University of Wollongong (UOW), Australia. Beo currently serves as Discipline Leader (Marketing) within the School of Business. 

With a PhD in Marketing from The University of Sydney, Beo brings deep expertise and a forward-thinking approach to understanding consumer behaviour. His research tackles some of the most pressing and fascinating questions in marketing today—ranging from decision-making and choice overload (the paradox of choice), to prosocial and pro-environmental behaviours. Currently, Beo is leading new investigations into how loneliness shapes consumer choices, a timely and impactful area of study.

Beo’s work is published in Annals of Tourism Research, European Journal of Marketing, Journal of Business Research, Psychology & Marketing, Journal of Macromarketing, Australasian Marketing Journal, Journal of Retailing and Consumer Services, Consumer Behavior in Tourism and Hospitality (formerly known as International Journal of Culture, Tourism and Hospitality Research), Anatolia, and Journal of Marketing Education.

As an educator, Beo is passionate about making learning a meaningful experience. He believes that great teaching starts with empathy—understanding students’ challenges and creating inclusive, engaging environments where everyone can thrive. His teaching philosophy, “teaching as making learning possible,” drives his commitment to removing barriers and adapting to diverse student needs. Beo is a Fellow of Advanced HE UK (FHEA), reflecting his dedication to excellence in higher education.