Dorothy Yen

Professor Dorothy A. Yen takes on a consumer-centric approach to understand and discuss marketing, branding, and tourism matters. Professor Yen studies how culture affects human behaviour, in both b2b and b2c domains. In b2b domain, she looks at cross-cultural business relationships, with a particular focus on understanding how cultural specific factors affect business relationships and collaborations. In b2c domain, she studies consumer acculturation, sojourners and migrants consumption practices and social media activities in relation to their cultural identity, as well as tourism boycott and tourists' interactions with destinations on social media.

Professor Yen's recent research focuses on understanding older consumers. She explores how aging consumers engage in daily practices to achieve the balance between three aspects of wellbeing: body, mind, and spirit and she's worked with Professor Christina Victor on loneliness.

Professor Yen leads the Happy to Chat project at Brunel University of London, which promotes micro conversations in communities and societies. Together, we make social connections easier.