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Dr Diana Onu
Associate Research Fellow
Dr Diana Onu
Dr Diana Onu is a Lecturer in Business Psychology in the Business School at the University of Exeter. She has undergraduate degrees in both Psychology and Economics, holds an MSc in Social and Organizational Psychology from the University of Exeter, and a PhD in Social Psychology from Exeter.
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.
In her spare time, she is a keen walker of Devon’s moorlands and coastal paths.