Generative AI and Consumer Behaviour: Perception, Persuasion and Participation

About the Project

The project aims to analyse AI and its effects and uses in consumer behaviour. Particularly in a Fashion context but can be extended to other sectors. Both quantitative and qualitative approaches or mixed method approaches would be suitable.

Examples can include virtual influencers and uses of AI marketing by fashion companies/ influencers and new developments such as generative AI. Other sectors apart from Fashion will also be considered in the project.

Eligibility

Applicants should have at least a 2.1 degree in a relevant management / social sciences subject. In addition, candidates with industry experience or of setting up their own enterprises are also encouraged to apply. All candidates must have at least a 2.1 degree in a relevant discipline.

Funding

This project can be studied at MPhil (one year) or PhD level (3.5 years).

The project is for self funded students. Exceptional candidates will be considered for Faculty funding for the PhD (this will include an annual tax free stipend of £20,780 and tuition fees will be paid. We expect the stipend to increase each year).

At The University of Manchester, we offer a range of scholarships, studentships and awards at university, faculty and department level, to support both UK and overseas postgraduate researchers.