Simon Chu

Dr. Simon Chu

Senior Lecturer

School of Psychology

Darwin Building, DB215

+44 (0) 1772 89 5178

Simon is research active within the area of psychology and is a member of the Cognitive Research Group.

Full Profile

Aside from a year spent teaching mathematics in a high school in the Caribbean, Simon has been involved in psychology since 1990. He carried out his undergraduate and postgraduate work in psychology at the University of Liverpool, taking his PhD in 1998 under the supervision of John Downes, for research on olfaction and human cognition. After six years of teaching and research at the University of Liverpool, he joined the School of Psychology at UCLan in 2004. In 2013, Simon was seconded to Ashworth Research Centre at Ashworth Hospital, Mersey Care NHS Trust, as a Research Fellow.

BA (Hons), Psychology (Liverpool), 1994
PhD, Psychology (Liverpool), 1998
Associate Fellow: British Psychological Society, Chartered Psychologist
Fellow: Higher Education Academy


Chu, S., Farr, D., Munoz, L.C. & Lycett, J.E. (2011). Interpersonal trust and market value moderates the bias in women's preferences away from attractive high-status men. Personality and Individual Differences, 51, 143-147.

Chu, S. (2008). Olfactory conditioning of positive performance in humans. Chemical Senses, 33, 65-71.

More publications


Simon has rather wide and varied research interests and has carried out research in research areas as diverse as personality perception, classical conditioning, pheromones, socio-economic status and mate choice, autobiographical memory and human olfaction.

More recently, he has focused his work more strongly on applied social psychology, examining issues in social influences on face memory and facial attractiveness. At Ashworth Research Centre, Simon's research interests focus on service delivery in forensic mental health.

Research Area



Simon is currently seconded to Ashworth Research Centre and does not engage in formal undergraduate or postgraduate teaching in the School.