Dr Nuoya Tan

Biography

Nuoya Tan is a Lecturer in Psychology at London College of Fashion, University of the Arts London.

I'm interested in how people stay proactive and responsible authors of their own thinking and behaviour during rapid change, disruption, or failure. My current research asks why some people re-engage - questioning, recalibrating trust, reallocating cognitive resources, reflecting on morality or identity, revising choices - while others disengage or simply follow, particularly as AI enters education, creative work, and consumption. This question runs through my ongoing work: how consumers make or revise their decisions after learning about ethicality, inclusivity, or sustainability; how students and consumers calibrate their reliance on AI; and how migrants' identity develops through transitions. My previous research focused on creative thinking and its links to stereotypes and social comparison.

I was trained in experimental psychology and now work with mixed methods and interdisciplinary approaches. I collaborate widely, including applied research and knowledge exchange projects with organisations including Unilever, BBC, Alchemist Learning, and Columbus Consulting.

Alongside my academic work, I'm an empowerment coach for young people, supporting them in building confidence, resilience, and personal growth.