Research

Research Interests

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.

Research-related Awards and Honours

2025: BAL Internal Research Grant Scheme ($2952)
2024: Special Studies Program (SSP)/Sabbatical Leave
2023: EMCR Enabling Grant ($3000)
2021: RITA Grant ($19488), University of Wollongong
2018: Start-up Grant ($5000) and Small Research Grant ($8554), Faculty of Business, University of Wollongong
2016: Best Paper Award, 9th Consumer Behaviour in Tourism Symposium, The Free University of Bozen-Bolzano, Italy
2015: Arch G. Woodside Best Paper Award, 9th Consumer Psychology of Tourism, Hospitality & Leisure Symposium, University of Namur, Belgium

HDR/PhD Supervisions

Ying Zhu (2025 – present)
Ngoc Xuan Quynh Nguyen (completed in 2025)
Ngan Hanh Pham (2021 – present)

Journal Articles

Nguyen, Q. N., Thai, N. T., Heffernan, T. W., Reynolds, N., & Zainuddin, N. (2025). A consumer wisdom-informed conceptualization for understanding prosocial behaviors. Journal of Business Research, 192, 115293. [DOI] [PDF]

Thongmun, S., Soonsan, N., & Thai, N. T. (2025). The best of both worlds: can smart hotels promote guests’ sustainable behaviours? Anatolia, 36(3), 618–633. [DOI] [PDF]

Thai, N. T., Yüksel, Ü., & Peck, J. (2024). The effects of types of touch and haptic cues on choice overload. Psychology & Marketing, 41(9), 2013-2032. [DOI] [PDF]

Deo, S., Hinchcliff, M., Thai, N. T., Papakosmas, M., Chad, P., Heffernan, T., & Gibbons, B. (2024). Educating for the sustainable future: A conceptual process for mapping the United Nations sustainable development goals in marketing teaching using Bloom’s taxonomy. Journal of Marketing Education, 46(2), 84-96. [DOI] [PDF]

Pham, H. N., Thai, N. T., Heffernan, T. W., & Reynolds, N. (2024). Environmental policies and the promotion of pro-environmental consumer behavior: A systematic literature review. Journal of Macromarketing, 44(1), 30-58. [DOI] [PDF]

Thai, N. T., & Yuksel, U. (2023). Feasible versus desirable market offerings: the role of choice set size. European Journal of Marketing, 57(1), 258-282. [DOI] [PDF]

Septianto, F., Thai, N. T., & Kemper, J. A. (2022). Lay beliefs about the world affect preferences for sustainable hotel offerings. Australasian Marketing Journal, 30(3), 246-257. [DOI] [PDF]

Septianto, F., Chiew, T. M., & Thai, N. T. (2020). The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin. Journal of Retailing and Consumer Services, 52, 101916.[DOI] [PDF]

Yuksel, U., Thai, N. T., & Lee, M. S. (2020). Boycott them! No, boycott this! Do choice overload and small‐agent rationalization inhibit the signing of anti‐consumption petitions?. Psychology & Marketing, 37(2), 340-354.[DOI] [PDF]

Thai, N. T., & Yuksel, U. (2017). Choice overload in holiday destination choices. International Journal of Culture, Tourism and Hospitality Research, 11(1), 53-66.[DOI] [PDF]

Thai, N. T., & Yuksel, U. (2017). Too many destinations to visit: Tourists’ dilemma?. Annals of Tourism Research, 62, 38-53..[DOI] [PDF]

Ad-hoc Review for Journals

Annals of Tourism Research
European Journal of Marketing
Psychology & Marketing
Journal of Retailing and Consumer Services
Journal of Consumer Behaviour
Journal of Strategic Marketing
Asia Pacific Journal of Marketing and Logistics
Journal of Travel & Tourism Marketing
Anatolia
Journal of Financial Services Marketing

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