Will Zhang Headshot

Research Topic

Psychological Ownership of In-game Crypto Assets

Research Summary

My research interests lie in consumer behaviour and the metaverse, with a particular interest in understanding the psychological ownership of crypto in-game assets. My research agenda is to explore the knowledge the newly emerging context could offer to the consumer psychology research community. Specifically, I am interested in how simulation, hedonistic consumption, and the idea of self play a part. I am predominantly using quantitative methods with experimental designs.


Research Area


I am a first year doctoral marketing researcher with a quantitative sociological background. Before joining the business school, I worked with leading ICT and consultancy firms on ongoing projects.

Education and Qualifications

Institute Degree/Qualification Dates
Durham University Business School M.Sc. (Distinction), Marketing 2021–2022
McMaster University, Ontario, Canada B.A. (Honours), Sociology 2016–2020