My fascination with psychology, cutting-edge technologies, and business has long sparked the question: How could these diverse interests coalesce into a single career? I chose to let my passions guide me, trusting the journey to unfold in its own time. Luckily, becoming a marketing scholar has given my interests a new home.

Employing a variety of quantitative methods, I study drivers of consumers’ engagement with new technologies as well as the consequences of this engagement for society, consumers and firms. Moreover, I study contemporary topics that aim to contribute to societal challenges, such as the attainment of SDGs. My research is located at the intersection of marketing, psychology, and computer science. I employ state-of-the-art research techniques for unstructured and structured big data analytics, such as mathematical modeling based on Bayesian statistics and machine learning. The question of how to establish causality accompanies me since my studies in psychology.