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Dr Ezgi Merdin Uygur
Lecturer in Digital Marketing

ESGW 103a

Research area(s)

Mainly trained in consumer psychology using experimental methodology, she is interested in examining how various experiences (such as together-alone experiences, and virtual experiences) affect individual consumers. Her recent works look at the role of algorithmic and robotic services` impact on consumers and desired marketing outcomes. Over the years, she has established several fruitful research partnerships with co-authors from other countries, including Sweden, Denmark, and Turkey. She frequently collaborates across disciplines, serves in external boards and PhD student committees.

Research Interests

Topics she is interested in include the following:

  • robotic services
  • virtual experiences
  • algorithmic digital nudging
  • social influence
  • self-construal

Research grants and projects

Grants

The Role of Physical Interference Modes in Robotic Service Failures: Implications for Customer Comfort and Desired Service Outcomes
Funder: The Marketing Trust
Duration: August 2023 - May 2024

This research uniquely aims to demonstrate how various modes of interference by humans and other robots result in key desirable outcomes for practitioners: how comfortable the customer feels and how favourable customers perceive the service robot. Specifically, we aim to understand customer attitudes and comfort levels when a service fails due to human versus robot interference, and whether customer aggression affects these outcomes.

Project details

Research Projects, Grants and Awards:

03.06.2024-02.08.2026            co-investigator in BA/Leverhulme Small Research Grants research project “Encouraging Sustainable Consumption: The Comparative Advantage of Artificial Intelligence Technology” £9,660.10

12.2023-2024                              research collaborator in Brunel University RDF research project “RDF: B-STAR Network (Brunel – Space Travel & Applied Research Network)” £4,335. 

12.2023-2024                              research collaborator in Brunel University BRIL research project research project “Space for Everyone” £3,402.40

01.08.2023 – 30.05.2024         principal investigator (PI) in Marketing Trust funded research project “The Role of Physical Interference Modes in Robotic Service Failures: Implications for Customer Comfort and Desired Service Outcomes” £5,280

Research links

Co-author network

Similar research interests