The marketing track explores the relationship between consumption, technology, and consumer well-being by examining how technology shapes, enhances, or alters consumption patterns; the various dimensions of consumer well-being—psychological, social, and environmental; and the intersection of the two, including ways in which technology can both contribute to or detract from consumer well-being. It seeks interdisciplinary contributions that explore (but are not limited to) the following topics:
Learn more from our Track Chair: Prof. Sukriti Sekhri Gupta, Assistant Professor, Marketing
- Exploring consumers’ emotional and psychological relationships with AI entities (chatbots, virtual influencers, recommendation engines).
- Understanding consumer perceptions of data use in personalisation.
- Exploring how marketers can balance personalisation with ethical data practices.
- Evaluating how digital tools can alleviate health-related challenges (e.g., addiction, stress, poor lifestyle choices).
- Exploring the dark side of such tools (e.g., digital addiction, compulsive digital consumption, screen fatigue).
- Investigating how marketers can prioritise strategies, interventions, and/or technologies to ensure better self-regulation and reinforce positive, healthy habits among consumers.
- How choice architecture and behavioural nudges can promote environmentally friendly, ethical, or community-oriented consumer decisions.
- Research exploring drivers of more responsible consumption.
- Assessing how platforms, tracking technologies, and digital product-service systems enable consumers to engage in reduce-reuse-recycle behaviour, second-hand markets, and sustainable lifestyles.
- Investigating how marketers can leverage technology to enhance circularity.
- Improving access and inclusion for BOP and marginalised consumers.
- Examining the role of technology in such initiatives (e.g., how AI, applications, or platform solutions can improve access, affordability, and inclusion in lower-income or marginalised communities).
- Exploring the role of marketers in designing for social well-being.
- Identifying psychographic traits, motivations, and market impact of today’s “responsible” consumer who prioritises ethics, sustainability, and fairness.
- Determining value-adding interventions that influence well-being at each stage of the evolving consumer journey across channels and platforms.
