Research Assistant and Associate Faculty, Management Division

+44 (0)113 34 33482
Management, Centre for Decision Research (CDR), Socio-Technical Centre (STC), Staff, Academic, Associate Faculty, Research Centres, Divisions
1.25 Charles Thackrah


University of Leeds 110 Anniversary Research Scholarship


Fulbright Predoctoral Research Program Carnegie Mellon
University, USA (2013-2014): Working on the topic of understanding consumers' perceptions of energy consumption by the end-uses in the residential sector.

MA in International Relations and Diplomacy, University of Zadar & DIU International University, Croatia (2011-2013). Master dissertation: "Behavioral Change in Energy Policy: The  European Union and beyond" (adviser: Janice McCormick)

MA in Psychology, University of Zadar, Croatia (2009-2012): Master dissertation: "Some personal correlates of efficacy in recognition of emotional facial expressions in the Face in the Crowd task", empirical research (adviser: Vera Ćubela Adorić)

BA in Psychology, University of Zadar, Croatia (2006-2009): Bachelor dissertation: "Recognition of facial expression of positive and negative emotions in the Face in the Crowd task", empirical research (supervisor: Vera Ćubela Adorić)

Professional Memberships

Active member of IAEE (International Association for Energy Economics), alumni member of EFPSA (European Federation of 
Psychology Students' Associations).


Vedran Lesic is second year postgraduate researcher at the Leeds University Business School. He is a recipient of University of Leeds 110 Anniversary Research Scholarship and working within the Consumer
Data Research Centre and the Centre for Decision Research under the supervision of Professor with Wändi Bruin de Bruin (Leadership Chair in Behavioural Decision Making); Dr Matthew Davis (Lecturer in SocioTechnical Systems); and Inês Lima Azevedo (Associate Professor, Engineering and Public Policy, Carnegie Mellon University). Previously he completed the Fulbright Predoctoral programme at the
Department of Engineering and Public Policy department at Carnegie Mellon University. He holds graduate degrees in Psychology from the University of Zadar and in International Relations and Public Policy
from Dubrovnik International University. Vedran's research focuses on understanding consumers' decision-making, behavior and perceptions of energy consumption in the residential sector. If you want to see
more of Vedran's talk click on this link: 


• Seedcorn Fund for Research Project: "Improving consumers' perceptions of their electricity use" awarded by Leeds University Business School (June, 2015) together with Matthew Davis (PI)
• Precourt Energy Efficiency Center Student Fellowship (June, 2015) awarded by Behavior, Energy and Climate Change (BECC) Conference
• Pittsburgh Conference Registration Fee Scholarship awarded by (July, 2015) United States Association for Energy Economics (USAEE)/ International Association for Energy Economics (IAEE)
• Winner of Better Building Case Study Competition (2014) for Best Proposal for both cases A Side of Savings: Energy Efficiency in the Restaurant Franchise Model and Picking up PACE: Taking Commercial PACE Financing to Scale awarded by US. Department of Energy
• Winner of Energypath: Convergence Scholarship (2014) awarded by Sustainable Energy Fund and Albright College, Reading, PA, USA
• Winner of Pike Powers Research Fellowship awarded by Pecan Street Project Inc. in 2013/2014
• Winner of Fulbright Scholarship for Predoctoral Research 2013/2014 at Engineering and Public Policy Department and Center for Climate and Energy Decision Making at Carnegie Mellon University, USA.
• Winner of National's TOP scholarship for TOP students in Croatia (2010) - awarded to 30 top students in Croatia by Office of the President of Croatia and Government of Croatia
• Winner of Huawei Summer Camp award (2010) - awarded to top 10 students in Croatia by Office of the President of Croatia and Huawei Technologies Co. Ltd
• Winner of Rector's prize in University of Zadar (2010) - one of top 10 students at the University.


Thesis title

Understanding and Informing Consumers' Perceptions of Their Electricity Use. 


Professor Wändi Bruin de Bruin

Dr Matthew Davis

Dr Inês Azevedo


Energy consumption, Consumers, Households, Misperceptions of energy use, Quantitative research, Big data, Smart meters, Decision making, Reference points, Framing effects.

Thesis synopsis

Policy makers are increasingly encouraging households to save electricity, so as to reduce greenhouse gas emissions. However, such encouragements may be ineffective if consumers are unaware of how much electricity is used by different appliances, such as their laptop, air conditioner, or washing machine. The aim of this project is to understand and inform consumers' perceptions of their electricity consumption and potential savings. This main finding from the systematic literature review is that people seem to have misperceptions of their energy use, which may depend on the methodology that is used to assess their perceptions. There are few potential methodological problems with the reviewed studies including: (1) people's perceptions of electricity use by appliance is evaluated in comparisons to their self-reported or estimated use rather than to their actual use; (2) people report their perceptions of electricity use after reviewing only one reference point (i.e., a light bulb using 100 Watt hour) which may influence their judgements; (3) most studies ask participants to express their electricity use in Kilowatt hours even though people prefer to see their electricity use in 'money' format; (4) people report their electricity use for different time periods (i.e., per month or per hour), which makes it difficult to compare findings across studies. My thesis will consist of three studies that aim to address these gaps in the literature:
1. Study 1: Comparing consumer perceptions of energy consumption (in Kilowatt hours or money) to their actual consumption at the appliance level.
2. Study 2: Examining the effect of reference points on consumers' perceptions of energy use.
3. Study 3: Examining the effect of time periods on consumers' perceptions of energy use.
Expected findings will have implications for the design of effective electricity feedback for consumer.



Organizational Behaviour in Practice (LUBS2895) and Management Research and Analysis (LUBS2910) undergraduate modules and Organizational Change and Development (LUBS5386M) for graduate modules.

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