On Thursday 24 June 2020, J. Gai will defend her PhD dissertation, entitled: ‘Contextualized Consumers’.
This dissertation addresses the implications of growing globalization, digitalization, and health concern for the collective welfare of consumers. It presents the theoretical and empirical analyses of 1) how foreign versus native language contexts shape opportunistic lying, 2) how user- versus item-based framings impact click-throughs of automated recommendations, and 3) the influence from the timing of choice and individual differences in eating habits on unhealthy eating. These essays contribute to the understanding of consumer dishonesty, provide a marketing solution to the bias of algorithmic recommendations, and diagnose an understudied self-control problem. Theoretical and practical insights are discussed within each essay and across the essays.
The PhD defences will not take place publicly in the Senate Hall or Professor Andries Queridoroom due to the coronavirus. The candidates will defend their thesis online.