Dr Nguyen (Beo) Thai, FHEA
Senior Lecturer in Marketing
Associate Head of School/Discipline Leader (Marketing), School of Business
Faculty of Arts, Society and Business (ASB)
University of Wollongong (UOW), Australia
Hi! I am a Senior Lecturer in Marketing and currently serve as the Associate Head of School / Discipline Leader (Marketing) at the School of Business, Faculty of Arts, Society and Business, University of Wollongong (UOW), Australia. Since completing my PhD at the University of Sydney in 2017, I have spent nearly a decade in academia across the University of Sydney and UOW, with formal governance leadership since 2021.
My research connects to who I am. I study consumer decision making under vulnerability. I lead research that critically examines wicked problems for consumers and the marketplace, including choice overload (deficit of capacity), prosocial and pro-environmental behaviour (deficit of other-regard), and consumer loneliness (deficit of connection). This curiosity about consumers whose vulnerability is most acute underpins my human-centred values and shapes how I supervise, lead and teach. As an educator, I believe teaching is about making learning possible, so I design my subjects around the barriers students actually face.
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Whether you're a potential research collaborator or a prospective student, I invite you to explore opportunities with me to advance impactful research and foster student-centred education.
