Research Directions
  • User Experience

    User Experience program integrates domestic and international resources for designing a systematic and practical curriculum system. Our program provides innovative design in the following areas of distinction: close collaboration with domestic and international companies, focus on user, context, emotion, interaction, technology, and human factors through practicing innovation design thinking. To promote UX research and explore how psychology, design, technology, and business could integrate together, we aim to support the design and development of new products, services, and systems in the conceptual design phase, by developing innovative methods and techniques, fostering user centered designers and leading multi-disciplinary projects. Moreover, we span a broad range of psychological and user experience knowledge, as well as cross disciplinary boundaries Our main research and education directions: User Research, Smart Living (Driving) and Working, Context and Concept, Interactive Technology, Embodied and Tangible Interaction, and Service Design.

  • Brand, Advertising and Consumer Psychology

    Brand, Advertising and Consumer Psychology (BAC) proved the success of psychology in the commercial field. Top companies tends to recruit employees with BAC core competence. Through combination the principles, methods and technologies of psychology, cognitive neuroscience, advertising, marketing and other disciplines,we will train elite talents with interdisciplinary background and practical skills in fields, including consumer research, product development, brand management, marketing, advertising, media operations, social and public survey. Based on consideration for industry requirements, BAC program has put emphasis on cultivating students who have three core qualities: (a) scientific and logic thinking (b) profound knowledge and competencies in consumer psychology, brand construction and marketing,(c) outcome-based leadership in projects management .

  • Psychometrics and Human Resource Management

    Psychometrics and Human Resource Management program will highlight the psychology-oriented human resources management, focus on the role of "human factor" in organization for training high-level applied talents who are competent to accommodate demands for diverse organizations, adept at utilizing Psychometrics theory and skills, and proficient in human resource management with international and prospective vision.

  • Clinical and Counseling Psychology

    The Clinical and Counseling Psychology program’s mission is to train mental health professionals who will serve the need of high-quality mental health services in China by scholarship, practice, and advocacy. Rooted in a scientist-practitioner model, students develop these competencies within a culturally diverse learning community supported by strong, individualized mentorship with faculty. The program aims to prepare clinical and counseling professionals to work in academic and applied settings (a) to think critically and to apply scientific-based practices, (b) to promote social justice,  (c) who are ethical and culturally competent, and (d) who continue to become self-aware and strive for professional and personal growth.BNU's clinical and counseling psychology is one of the first programs in China that establishes a systematic curriculum with the emphasis on developing students' competency in clinical practice. Our training program has a strong scientist-practitioner training model which fosters student growth through professional identification.  We provide opportunities to facilitate students strive for excellence in various professional settings. Our practicum sites include university counseling centers, elementary to high schools, psychiatric hospitals, and community agencies.


No. 19, XinJieKouWai St., HaiDian District, Beijing, P. R. China    Postal Code:100875
Tel:86010-58808272     E-mail: