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i study tensions between autonomy and conformity in an increasingly digital society.

Contact Me For Press, Consulting, or Collaboration regarding Digital Tipping, Gender and Status, or the sustainability of Dirt.

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Nate WARREN

Associate Professor of Marketing
BI Norwegian Business School

MY RESEARCH ASKS:

How do consumers navigate tensions between social expectations and individual desire

I have expertise in digital tipping, sustainability and extraordinary experiencesstatus and gender stereotypes.

domains of focus

Consumer Culture

How do consumers try to satiate unbridled consumption appetites, and what are the consequences for themselves and society?

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For example, my research on consumer dirtwork reveals the usefulness and sustainability of people who reconsider or ignore the rules and stigmas surrounding being dirty.

Gender and Status

How do social beliefs influence judgements of masculinity and status?

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For example, my research on status reveals the distinct rules of wealth and coolness status hierarchies, and my gender research reveals pernicious stereotypes against men who post often online or who get plenty of sleep.

Digital Tipping

How do new tipping technologies affect customers, employees, and firms?

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For example, my research finds that asking customers for a tip before (vs. after) service frustrates customers and reduces tip amounts, and that watching customers tip harms WOM and re-patronage, with inconsistent effects on tips.

Let's Talk

PRESS COVERAGE

BBC, NPR, The Atlantic, Forbes, FOX News, Fast Company, USA Today, The Independent, Der Spiegel, Australian Broadcasting Corporation, Radio New Zealand, The Conversation, Reddit (67k+ upvotes), Twitter (6,300+ shares)

Contact

Nathan Warren, Ph.D.

Associate Professor
Department of Marketing
BI Norwegian Business School

Email Nate

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