Dr Murat Aksoy

Dr Murat Aksoy is a Lecturer in Marketing, Management and Business Strategy at Hull University Business School. He is a marketing and consumer research academic with interdisciplinary foundations in consumer neuroscience, cognitive neuroscience and behavioural research. His work examines how people perceive, evaluate and make decisions in consumer, sensory, digital and applied research contexts, with particular interest in how sensory, cognitive, informational and digital cues shape judgement, preference formation and behaviour.

His research combines established consumer and behavioural research approaches with experimental, sensory and psychophysiological methods, including electroencephalography (EEG), eye-tracking, galvanic skin response and cognitive assessments. He has applied these methods across business school, medical school, industry-facing knowledge exchange and digital health settings, including consumer neuroscience studies, sustainable food choice research, virtual reality cognitive assessment, cognition in COVID-19 and long COVID, and digital health intervention research.

He completed his PhD at the University of Hull, where his doctoral research used consumer neuroscience to examine human brain responses to fast-moving consumer goods. Before joining Hull University Business School he held research positions at the University of Reading, where he worked on the UKRI-funded Raising the Pulse programme on sustainable food, and at Hull York Medical School. He is an Honorary Research Fellow at Hull York Medical School and a Visiting Associate in the Department of Psychology at the University of York.