Abdul Zahid

Dr Abdul ZAHID is a Marketing Lecturer with a deep interest in understanding why people consume the way they do. His research explores the psychological and cultural drivers behind consumer choices, with a current focus on the darker sides of personality and their link to luxury consumption. He brings this curiosity into the classroom, encouraging students to think critically about marketing beyond the textbook. Balancing academic rigour with a human approach, he believes that meaningful research should not only advance theory but also connect with the real world