Nottingham University Business School
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Sicheng Dai


Current Status: Registered
Year of Registration: 2022
Expected Completion Date: /09/2026

Research Topic:
Exploring the meanings of consumers' daydreams about consumption experiences

Research Details:
Daydreams are filled with intertwined fragments of the conscious and the unconscious, burying the most secret, passionate, mysterious or dark desires in the deepest regions of the mind, where they remain invisible and only leak out through subtle traces. Therefore, this study does not attempt to superficially elaborate on the apparent content of daydreams, but rather to make deeper inferences on the collected daydream material, indirectly unmasking the unconscious psychic process of consumers.

Research Supervisor/s: Elizabeth Nixon, Sara Galehbakhtiari and Canice Kwan

Department: Marketing

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