Dr Yi Wu
Dr Yi Wu
China & Europe
“My dedication to body image and mental health research stems from overcoming personal challenges in these areas. My personal journey empowers me to draw upon my lived experiences, fostering a deep understanding of the challenges others may encounter.”
Dr Yi Wu is an experienced cross-cultural researcher and counsellor. After growing up in China and studying psychology in the UK and Netherlands, including a PhD from Maastricht University, she has worked on research and consultancy projects across China and Europe. Yi combines her deep passion for psychology and academia with her personal experiences of overcoming childhood body image concerns to conduct research that is culturally sensitive, empathetic, and designed for real world impact.
Recent projects include the investigation of cosmetic surgery intentions and support interventions for women, the impact of social media on well-being, girls’ attitudes towards sport, and the development and validation of reliable ways to measure body image. Her research has been widely publicised in academic journals and international news outlets.
Tell us about a distinctive memory of how body image affected you?
The profound impact of body image on my life is rooted in a history of persistent bullying and societal pressures. From early childhood, my height and weight set me apart, leading to relentless bullying throughout my education. Despite excelling academically and holding leadership roles, persistent taunting took a toll on my mental well-being, fostering a belief that appearance was more important than qualities and achievements. Changing schools to escape bullying proved futile, as the pattern persisted with new classmates. Faced with the reality that others seemed to care only about my physical appearance, I became determined to make myself "smaller," leading to the development of eating disorders and prolonged depression.
Overcoming these challenges has been a significant part of my journey, providing me with a profound understanding of the mental and physical toll such struggles can inflict. This personal experience has uniquely equipped me to empathise with individuals facing similar issues. I have emerged stronger, and through my journey, I've realised the importance of cultivating a healthy body image and the harmful impact of social and cultural pressures on mental and physical well-being.
Why did you get into body image and mental health research and work?
My dedication to body image and mental health research stems from overcoming personal challenges in these areas. My personal journey empowers me to draw upon my lived experiences, fostering a deep understanding of the challenges others may encounter. This heightened empathy fuels my commitment to assisting individuals facing similar issues.
While navigating my career development and selecting specific research focus areas, I have observed the evolving landscape of social expectations, particularly in the realm of appearance enhancement through technological advances like cosmetic surgery. The increasing popularity of cosmetic surgery, coupled with potential addictive behaviours and psychological distress, drives my research focus.
While cosmetic surgery may appear to offer a solution for improving physical appearance, it actually tends to exacerbate appearance anxiety by continually defining and redefining beauty standards. Many women undergo repetitive surgeries, initially seeking appearance improvement but ultimately experiencing worsened perceptions of their bodies.
Understanding these dynamics, including women's perceptions of cosmetic surgery and the factors influencing their decisions to undergo or avoid such procedures, is crucial for developing interventions that encourage a healthy body image and effectively challenge existing beauty standards.
What lead you to do your PhD in Psychology?
My deep interest in psychology originated during childhood after seeing my classmates and relatives face their own psychological challenges. This fuelled my relentless curiosity and exploration into the factors contributing to these issues and my desire to offer support.
Despite initially enrolling to study economics in at a university in the United Kingdom, my unwavering passion for psychology led me to switch majors within the first week of my bachelor's program.
This decision marked the beginning of a journey that included a BSc in Psychology and dual Master's degrees in Health Psychology and Educational Psychology. I focused on the intersection of psychological well-being with physical health and understanding adolescent development.
The joy of research and the prospect of translating findings into practical applications further solidified my commitment, ultimately leading to the pursuit of a Ph.D. in Psychology. This allowed to delve deeper into the field, gain more in-depth knowledge, and make a more significant contribution, with the ultimate goal of helping others through my research and expertise.
What work are you most proud of to date?
During my Ph.D. (2018-2022), I conducted cross-cultural research on women's perceptions of cosmetic surgery in China and the Netherlands, providing global insights into motivations and trends. The findings highlight the multifaceted motivations behind cosmetic surgery decisions, emphasizing the need for nuanced understanding that incorporates cultural dynamics.
Another significant achievement is the development of an online intervention program to support women who are considering cosmetic surgery, with positive study outcomes supporting its efficacy. This program specifically targeted the internalisation of beauty ideals, with the goal of fostering critical thinking and reflection on whether the desire for cosmetic surgery originates authentically or is created by the cosmetic surgery industry and influenced by external factors.
My work has been recognised by fashion magazines and renowned international news outlets (e.g., The Economist). This not only enhances the visibility of my research but also enables it to reach a broader audience, contributing to a more body-positive societal mindset beyond academic circles.
Why is this work important to you, where do you see it going and who would you like to work with?
This work holds deep personal significance for me. Through cross-cultural exploration and the development of an online intervention, my goal is to contribute to the well-being of individuals facing body image challenges. The cross-cultural insights deepen our understanding of the complex interplay between social influences and women's perceptions of cosmetic surgery, offering diverse perspectives.
Looking ahead, I see this work continuing to contribute meaningfully to body image and mental health fields. I aim to expand the online intervention's reach, ensuring accessibility to a wider audience and tailoring it for diverse cultural contexts. By refining the intervention based on feedback, I aim to enhance its effectiveness in promoting positive body image and reducing consideration of cosmetic surgery.
In terms of collaboration, I'm eager to work with psychologists, mental health professionals, and researchers committed to advancing understanding in body image. Additionally, I'm excited about partnering with sports, clothing, and fashion brands, as well as those in the beauty and cosmetics industry. Collaborating across sectors offers an opportunity to promote positive body image on a broader scale, challenging societal beauty norms, and translating research insights into practical interventions that can positively impact individuals globally.
The Small Print
Education
Doctor of Philosophy (Psychology), Maastricht University (2018-2022)
•Master of Educational Psychology, University College London (2016-2017)
•Master of Health Psychology, University of Bath (2015-2016)
•Bachelor of Psychology, University of Leicester (2012-2015)
Honors and Awards
University of Bath International Scholarship to complete MSc Health Psychology.
•Appearance Matters Conference Scholarship
Publications
Can be viewed here
When I’m not working, you’ll find me…
Playing the piano
Travelling with family
Spending time with my baby
Cooking and developing new dishes
Connect with me
Find out more about Yi and their work.
Work with us
For information about working with Yi on your project please get in touch.