Jiaying Zhao, PhD

    Associate Professor, Canada Research Chair (She/Her/Hers)

Resource scarcity

A hallmark of sustainability is the balance between demand (i.e., how much is needed) and capacity (i.e., how much is available). In this line of work, we examine the cognitive and behavioral consequences of resource scarcity where demand exceeds capacity, with the goal of explaining why low-income individuals engage in counter-productive behaviors that perpetuate the condition of scarcity.


To mitigate the impact of scarcity on the mind, we develop behavioral interventions to promote cognitive performance and behavioral outcomes in low-income individuals. We are currently working with Foundations for Social Change to investigate the power of unconditional cash transfers to individuals experiencing homelessness. Check out our New Leaf Project!



Environmental behavior

An urgent environmental crisis is the depletion of natural resources. It is imperative to conserve diminishing resources and reduce demand. A challenge for conservation, however, is that people are often unaware of the amount of resources being used. To address this issue, we use real-time visual feedback to reduce water and electricity consumption in residential and office buildings. In addition, we examine how preferences, attitudes, and messaging determine public actions to conserve biodiversity.


Another critical environmental problem is the increasing volume of solid waste that directly causes pollution and health problems around the world. Waste reduction depends on not only the provision of recycling bins, but also the accurate execution of sorting actions. To increase recycling and composting rates, we are currently conducting a series of field experiments that examine the role of convenience, signage, and knowledge in sorting behaviors.



Environmental cognition

Environmental actions can be driven by how people perceive their impact on the environment. In this line of work, we examine how people perceive their carbon footprint and how the carbon price tag of individual behaviors influences climate actions.


We are developing a motivated attention framework to examine how people with different ideologies perceive climate change evidence, and what cognitive, motivational, and sociocultural factors shape the prioritization and the interpretation of climate evidence. This helps inform the communication of climate science.



Statistical cognition

Our understanding of the environment fundamentally depends on basic cognitive processes, such as attention, perception, and learning. Here we want to understand how the cognitive system makes sense of the highly complex environment. Our visual system is sensitive to the presence of regularities and is remarkably efficient at extracting statistical information from the environment. Such extraction of regularities is useful because it reduces the amount of information to be further processed.


In this line of work, we demonstrate that the extraction of regularities can direct the allocation of attention, merge the representations of individual objects, facilitate inductive learning and generalization, promote transitive inference, and improve cognitive control.