Mr Toni Xinyu Qi

(he/him)

BA, MSc, MRes

Overview

Toni Xinyu Qi is a PhD student in Marketing and Strategy at Cardiff Business School with a particular interest in consumer behaviour. Toni's ontological orientation resides in the middle of the philosophical continuum, primarily following the tradition of critical realism. His prior studies investigated the motivations behind retro consumers through a perspective of consumer experience (Hirschman & Holbrook, 1986), aiming to eliminate the existing conceptual inconsistencies and disconnected knowledge within this area. A major strand of his current research is understanding consumers' brand-generated online incivility in the context of the modern information society.