Technology (Marketing) for A Better World

My research centers on the introduction of (disruptive) innovations into consumer markets. I study how consumer behavior shifts as the boundaries between humans and machines blur — particularly in the context of emerging technologies such as humanoid robots, artificial intelligence, and virtual/augmented reality.

Beyond consumer "acceptance," I examine how disruptive innovations can be leveraged to promote consumer well-being and positive societal change. This includes a strong focus on technology ethics, regulation, and privacy-related issues. A central thread in my work is the experience of vulnerable and marginalized consumer groups, ensuring that innovation does not come at the cost of inclusion or fairness.

I teach Psychology of Technology in both the MSc and Executive MBA programs. In the Executive MBA, I also contribute to the course Law and Ethics of Technology, where I lead the ethics component. I supervise MSc theses and currently advise a PhD student (Myrthe Blösser) on Fair AI. I was honored to be voted EB Teacher of the Year in 2020.

Keywords: Consumer Reponses to Technology, Technology Ethics, Consumer Privacy, Vulnerable Consumers (Discrimination, Underserved Consumers/Communities)

Methods: Experiments, Field studies, Conjoint Analysis

UVA news: https://www.uva.nl/content/nieuws/nieuwsberichten/2020/12/mens-als-machine-stimuleert-ongezond-eetgedrag.html

BNR radio: https://www.bnr.nl/podcast/wetenschap-vandaag/10427546/niet-elk-mens-is-een-machine

Folia: https://www.folia.nl/wetenschap/143160/helpt-de-mens-als-machine-metafoor-bij-gezond-eetgedrag

Psychology Today: https://www.psychologytoday.com/us/blog/motivation-matters/202101/working-machine-maybe-s-why-you-ate-kitkat