Education:

• PhD (Marketing), Nanyang Technological University, Singapore, 2024

• MSc (Cognitive Neuropsychology), University College London, United Kingdom, 2007

• B.A. (Psychology) (1st class honors), Thammasat University, Thailand, 2003

Expertise:

• Neuropsychology

• Consumer Psychology

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Research Interests:

• Brand Placement

• Intimate Relationships

• Neuromarketing

• Sensory Marketing

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Publications:

Techawachirakul, M. & Asawathaweeboon, B. (2025). ยิ่งคุยยิ่งสนิท : อิทธิพลของชุดคำถามสร้างความใกล้ชิดต่อการพัฒนาความสัมพันธ์ระหว่างบุคคล [Conversations knit us closer: The influence of closeness-generating questions on interpersonal closeness]. Journal of Liberal Arts, Thammasat University/วารสารศิลปศาสตร์ มหาวิทยาลัยธรรมศาสตร์, 25(1), 84-111. https://so03.tci-thaijo.org/index.php/liberalarts/article/view/281069​

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Techawachirakul, M., Pathak, A., Motoki, K., & Calvert, G. A. (2025). Sonic Frequencies and Food Perception: How High‐and Low‐Frequency Sonic Logos Shape Expectations of Satiability and Goal Alignment. Journal of Consumer Behaviour. Advance online publication. https://doi.org/10.1002/cb.2477

 

Techawachirakul, M., Pathak, A., Motoki, K., & Calvert, G. A. (2024). Cheers to sustainability! The effect of warmth focus on the acceptance of sustainable paper-bottled alcoholic beverages. Food Quality and Preference, 105313. https://doi.org/10.1016/j.foodqual.2024.105313

 

Techawachirakul, M., Pathak, A., Motoki, K., & Calvert, G. A. (2023). Influencing brand personality with sonic logos: The role of musical timbre. Journal of Business Research, 168, 114169. https://doi.org/10.1016/j.jbusres.2023.114169

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Techawachirakul, M., Pathak, A., Motoki, K., & Calvert, G. A. (2023). Negative halo effects of sustainable packaging. Psychology & Marketing, 40(12), 2483-2472. https://doi.org/10.1002/mar.21891

 

Techawachirakul, M., Pathak, A., Motoki, K., & Calvert, G. A. (2023). Sonic branding of meat-and plant-based foods: The role of timbre. Journal of Business Research, 165, 114032. https://doi.org/10.1016/j.jbusres.2023.114032

 

Techawachirakul, M., Pathak, A., & Calvert, G. A. (2022). That sounds healthy! Audio and visual frequency differences in brand sound logos modify the perception of food healthfulness. Food Quality and Preference, 99, 104544. http://dx.doi.org/10.1016/j.foodqual.2022.104544

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Pathak, A., Motoki, K., Techawachirakul, M., & Calvert, G. A. (2022). Spiky sounds sparkling: How voiceless consonants present in the brand name of a beverage are more appropriate in conveying its carbonation strength. Food Quality and Preference, 96, 104404. http://dx.doi.org/10.1016/j.foodqual.2021.104404

 

Techawachirakul, M. (2020). Violence in games may not promise an effective brand strategy, but plot relation does. Journal of Promotion Management, 26(1), 121-143. http://dx.doi.org/10.1080/10496491.2019.1685621

 

Jangjaroenjittkul, K., Techawachirakul, M., Thongsuk, P., Polvimontham, P., Varokorn, M., Pimolkittirat, A., & Ngamsirijit, E. (2017). อิทธิพลของอัตราจังหวะเพลงต่อพฤติกรรมกล้าเสี่ยง [The effect of music tempo on risk taking]. Journal of Liberal Arts/วารสารศิลปศาสตร์, 17(2), 20-34. https://doi.org/10.14456/lartstu.2017.8

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Techawachirakul, P. (2016). โฆษณาแฝงผ่านมุมมองทางจิตวิทยา [Product placement in psychological perspective]. Journal of Behavioral Science for Development/วารสารพฤติกรรมศาสตร์เพื่อการพัฒนา, 8(2), 17-36.  https://so02.tci-thaijo.org/index.php/JBSD/article/view/65350

 

Walker, R., Techawachirakul, P., & Haggard, P. (2009). Frontal eye field stimulation modulates the balance of salience between target and distractors. Brain Research, 1270, 54-63. http://dx.doi.org/10.1016/j.brainres.2009.02.081