Prof. LI Zhihua received her MPhil in Organizational Behaviour (Distinction) and PhD in Behavioural Economics from Erasmus University Rotterdam, the Netherlands.

Prof. LI's research investigates the interlink of the theoretical work and its application within the field of behavioural economics, with the ultimate aim to help people make better economic decisions. Her research specially focuses on exploring how decisions are made empirically, investigating the underpinning of the empirical deviations from the prediction of normative theory, and testing the possible psychological channels to steer the empirical decision-making behaviours closer to the rational standard.

She was a Postdoctoral Research Fellow (Leverhulme Grant) in University of Warwick, UK from May 2014 to August 2017. Before joining Beijing Normal University-Hong Kong Baptist University United International College (UIC), she worked as Assistant Professor in Economics and Lab Lead in Behavioural, Experimental and Decision Science (BEADS) at University of Birmingham, UK. Currently, she is Professor at UIC.