Assistant Professor of Marketing
BI Norwegian Business School
MY RESEARCH ASKS:
How do consumers respond when norms are disrupted by technological and social changes?
I have expertise in digital tipping, gender stereotypes, and extraordinary experiences.
domains of focus
How do new tipping technologies affect customers, employees, and firms?
For example, my research finds that asking customers for a tip before (vs. after) service frustrates customers and reduces tip amounts.
Gender and Status
How do social beliefs influence judgements of masculinity and status?
For example, my research on masculinity stereotypes finds that men who sleep more and who post more on social media are evaluated as less masculine than men who sleep less and post less.
How do consumers embrace, resist, and creatively adapt to cultural shifts?
For example, my research on consumer dirtwork finds that "dirtbag" consumers are able to use dirt to sustain lives focused entirely on wilderness consumption.