Dr Tahir Mushtaq

Department: Marketing and Strategy

Office/Location: O2.55B, Ogmore Building, Cardiff School of Management, Llandaff Campus

Telephone: +44 (0)29 2041 7272

Email: TMushtaq@cardiffmet.ac.uk

Staff Overview

​Dr Tahir is an experienced Senior Lecturer with a demonstrated history of working in the Higher Education Industry. Skilled in Digital Content Creation, Neuro and Contemporary Marketing Practices, Data Analytics, Market Research, Consumer Behaviour, Statistical Analysis, Digital and Social Media Marketing. Tahir is a strong education professional with a Doctor of Philosophy (PhD) in Marketing from Swansea University.



​My research interest lies in the prevalence and influence of consumer confidence (self and towards) products and services and its impact on purchase decisions. I have used functional magnetic resonance imaging (fMRI) techniques in my PhD research to envisage how various regions of brain compute and assign these confidence certainties in various scenarios (primarily based on Petty's elaboration likelihood model). However, I have recently extended the scope of my research to focus alongside (the brains regions) on other bodily responses (such as pupil dilation, heartbeat) using techniques such as eye tracking, and skin conductance responses.

Recently I have also started looking at how digital experiences can influence and shape these brain responses.

Key Publications

Other Projects and activities

External Links