Hi, I’m Jingkai Hong. I am a part-time Research Associate working remotely with Jason Bell on consumer behaviour research at Smeal College of Business, The Pennsylvania State University. I obtained my PhD in Behavioural Science at Warwick Business School, supervised by Tim Mullett, and was also a Visiting Doctoral Researcher at the Toronto Decision Neuroscience Laboratory with Cendri Hutcherson. I hold an MSc in Financial Modelling and Optimization from the University of Edinburgh and a BSc in Mathematics and Applied Mathematics from Jiangsu University.

My research investigates cognitive biases in decision-making, with a particular emphasis on how value magnitude, attentional dynamics, and contextual factors shape choice behavior. Using eye-tracking and computational modeling (e.g., aDDM), I examine how individuals allocate attention when making decisions under different constraints, such as time pressure and cognitive load. My work contributes to a better understanding of consumer behavior by revealing the cognitive mechanisms that drive preferences and biases in value-based decision-making.