معرفی
Nguyen Thai, known as Beo Thai, is a Senior Lecturer in Marketing at the School of Business, within the Faculty of Business and Law at the University of Wollongong. His academic background includes a PhD in Marketing from The University of Sydney and a prior affiliation with Da Nang University of Economics, Vietnam. He holds leadership roles, including Deputy Discipline Leader of Marketing and former Head of Students (Postgraduate) at the Sydney campus of Sydney Business School from 2021 to 2023.
Beo's research focuses on consumer behavior, decision making, choice overload, and pro-environmental/prosocial behaviors. He has explored topics such as the paradox of choice in tourism and hospitality, the impact of environmental policies on consumer actions, and the role of haptic cues in mitigating decision fatigue. His work has been published in journals like Annals of Tourism Research, European Journal of Marketing, and Psychology & Marketing.
His teaching philosophy emphasizes making learning accessible by designing inclusive environments and constructively aligned assessments. This approach aligns with the University of Wollongong's strategic goals to empower students. Beo is a Fellow of Advanced HE UK (formerly HEA), recognizing his contributions to higher education.
Beo has secured research funding, including the 2021 RevITAlise Research Grant Scheme (RITA) project investigating implicit theories in post-COVID consumer behavior and another grant exploring entrepreneurial mindset and choice overload in consumer decisions. He actively engages in academic service, serving as an anonymous peer reviewer for journals such as Journal of Financial Services Marketing, European Journal of Marketing, and Psychology and Marketing.
