W.L. (Wai Lun (Eugina)) Leung

RSM - Rotterdam School of Management
Erasmus University Rotterdam
ERIM Doctoral Student
Field: Marketing
Affiliated since 2014

Eugina Leung is a Ph.D. candidate in Marketing at Rotterdam School of Management, Erasmus University. Her research mainly focuses on the role of technology in identity-based consumption. In particular, her research has looked at how consumers perceive automation (e.g. cooking machines, automatic gears in driving) in the marketplace. 

Eugina holds an MS degree in Economics from Universitat Pompeu Fabra (Barcelona, Spain) and a Bachelor degree in Business Administration from Hong Kong University of Science and Technology (Hong Kong). 

Technological advancements and their effects on meaning in consumption

Advancements in technology have significantly change all aspects of our lives. This research proposal discusses how these advancements are altering the meaning in consumption. Three projects are proposed. Project 1 looks at when automation is not preferred. Project 2 looks at how dematerialization of medium might reduce the meaning of a product. Project 3 looks at whether the feeling of having only temporary access to a product such as streaming a movie would affect the consumption experience. This research proposal focuses on discussion of Project 1. Scientific and managerial relevance are discussed.

Keywords
Automation, dematerialization, owning, accessing, streaming, technological advancements, technology, identity, meaning
Time frame
2014 -

Address

Visiting address

Office: Mandeville Building T10-10
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Supervisory team

Wai Lun (Eugina) Leung
Professor of Marketing
Promotor
Wai Lun (Eugina) Leung
Associate Professor of Marketing Management
Co-Promotor