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

Wai Lun (Eugina) Leung
Rotterdam School of Management (RSM)
Erasmus University Rotterdam
ERIM PhD Candidate
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). 

PhD Track 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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