Dr Diana Onu
Lecturer in Business Psychology
+44 (0) 1392 725968
Streatham Court, University of Exeter, Rennes Drive, Exeter, EX4 4PU, UK
Diana joined the Business School in May 2013, when she was appointed as postdoctoral researcher in the multidisciplinary Tax Administration Research Centre. In July 2016, she was appointed Lecturer in Business Psychology.
Diana’s current research is at the intersection of psychology and business studies. She is generally interested in how societal norms, individuals’ attitudes, and public discourses relate to economic behaviour.
In recent projects, she has focused on understanding the psychological factors that influence small business owners and self-employed professionals to comply with their tax obligations, such as social norms, fairness perceptions, beliefs about the nature of the tax system. She also researches public discourses related to the fairness of the tax system and tax avoidance in particular.
BA Psychology (University of Bucharest, Romania), BA Economics (ASE Bucharest, Romania), MSc Social and Organizational Psychology (Exeter, UK), PhD Psychology (Exeter, UK)
- Economic behaviour, particularly in relation to tax compliance
- Social norms and social influence in communication
- Fairness and justice perceptions
- Collective emotions
Diana’s current research focuses on understanding taxpayer behaviour. She is broadly interested in tax compliance as a reflection of individuals’ participation in the state.
In recent research projects, she employed discourse and thematic analysis of online discussions about tax among professionals in order to understand how people’s compliance attitudes are influenced by social norms, how they acquire tax knowledge, or how they relate to tax authorities. More recently, she worked on survey research exploring social norms and attitudes of tax compliance among UK small businesses.
A related research stream focuses on public discourses of tax system fairness and in particular corporate tax avoidance. Diana is currently involved in several research projects looking at public attitudes to tax avoidance, including analyses of public discussions on social networking sites and news media, survey research and behavioural experiments.
Diana has also worked on inter-group cooperation and conflict, and the strategies employed by members of social groups to achieve social change and improve the group’s performance. In the context of social change, Diana’s PhD research focused on the transfer of policy innovation across countries. She looked at the social factors that facilitate the emulation of policies and models ‘from abroad’ in a number of countries in Europe.
Publications by category
Publications by year
Diana’s teaching responsibilities focus on training students in conducting and writing up research projects using a range of qualitative and quantitative methodologies. She also supervises undergraduate and postgraduate research projects.
Diana is currently module lead for BEA3025K.