Dr Ezgi Merdin Uygur
Lecturer in Digital Marketing
ESGW 202-PD33
- Email: ezgi.merdinuygur@brunel.ac.uk
- Tel: +44 (0)1895 265321
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 currently serves in the PhD committee of an PhD external student.
Research Interests
Topics she is interested in include the following:
- robotic services
- virtual experiences
- social influence
- self-construal
Research grants and projects
Grants
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
Selected research grants where Ezgi acted as a research collaborator are as follows:
- Research collaborator in Copenhagen Business School, Institute of Marketing Research Project “Modeling Social Exclusion Processes and Behavioral Outcomes: A Closer Look into Race and Age-Related Social Exclusions”
- Research collaborator in Bocconi University Research Project “Responses to Replica (versus Genuine) Touristic Experiences”
- Research collaborator in Bocconi University Research Project “When the Replica Experiences Provide More Enjoyment than the Genuine Experiences”
- Research collaborator in CERMES, Center for Research on Marketing and Services – Bocconi University research project “Effects of Financial Restrictions on Consumer Behavior”
- Research collaborator in Bogazici University Scientific Research Project (BAP) “Consumer Behavior in Cosmopolitan and Multinational Contexts”
- Research collaborator in Bogazici University Scientific Research Project (BAP) “Materialism and Cultural Effects on Experiential Happiness”