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What are your research interests?
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My research is grounded in the study of consumer behavior, with a particular emphasis on how individuals make decisions in the context of significant global transformations, including those related to digitalization and sustainability. I am particularly interested in the ways in which organizational decisions influence consumer decisions and the psychological forces that underlie a consumer’s decision-making process. By elucidating these dynamics, I aim to derive insights that can inform and guide e.g., companies in developing more effective strategies.
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How did you become interested in your field of research?
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My interest in this field of research was significantly shaped by a combination of personal curiosity and practical experiences, particularly during an internship in the marketing department of a French wine retailer. Working closely with marketing professionals gave me firsthand insights into how business strategies are designed and implemented. I was particularly fascinated by the consequences of these activities, such as how a seemingly minor change in a marketing campaign could shape a consumer's purchase behavior, sometimes in unexpected ways. These experiences also deepened my interest in exploring how businesses can balance their objectives with the needs of consumers.
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What research question would you above all like to find the answer to? And why is that?
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I am most eager to understand a consumer’s privacy, security, and safety (CPSS) behaviors, such as the non-disclosure of sensitive personal information, adherence to digital security recommendations, and safe product handling and consumption. I am particularly interested in understanding the factors that shape CPSS and how businesses can leverage this understanding to develop strategies that are both effective and responsible. CPSS is important for creating and sustaining business (e.g., creating data-driven business models and mitigating vulnerabilities to data breaches) and for supporting health among consumers and in society at large (e.g., preventing mental stress by mitigating the risk of individual data breaches; reducing health risks from an unsafe product consumption).
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Studying the CPSS means tackling a critical challenge: balancing the needs of businesses with the well-being of consumers. This makes it all the more interesting to me because the results can help businesses achieve their goals more responsibly while empowering consumers to make informed choices that protect their privacy, security, and safety.
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What impact do you expect the Talent Track will have on your career and your research field?
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The Talent Track will have an important impact on my research by facilitating the next critical steps and development of my research on CPSS, broadening my professional network, and helping me develop a stronger academic profile. Over the next three years, my goal is to achieve significant scholarly milestones that demonstrate my commitment to advancing knowledge in consumer behavior and marketing research, with a particular focus on CPSS. Participating in the Talent Track will provide access to a diverse network of leading researchers, enabling valuable collaborations that can enhance the quality and scope of my research. Ultimately, I believe that the Talent Track can lay the foundation for attracting prestigious grants, which are essential for advancing my research agenda and making a meaningful contribution to the field.
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Which impact do you expect your research to have on the surrounding society?
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I expect my research to have a meaningful impact on society by contributing to the development of safer, more secure, and privacy-conscious consumer environments. By deepening the understanding of how businesses influence consumer behaviors related to privacy, security, and safety, my research aims to empower consumers to make informed decisions that protect their well-being. For businesses, the insights gained from my research will encourage the adoption of responsible strategies that not only meet business objectives but also prioritize consumer well-being. In sum, I believe that the societal impact of my work lies in its ability to bridge the gap between business interests and consumer protection, contributing to a more sustainable marketplace.
