Contextualized Consumers: Theories and Evidence on Consumer Ethics, Product Recommendations, and Self-Control Defended on Thursday, 25 June 2020

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.


Contextual effects; globalization; digitalization; eating behaviour; bilingualism; framing; recommender systems; unethical behaviour; consumer behaviour; nudge

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