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