Ant­o­nia Erz

How technology shapes consumption 

Digitalization, social media, and artificial intelligence are reshaping how people consume—what they buy, how they judge brands, and even what they accept as true. Are brands meeting deep human needs, or simply offering a photogenic moment for social media? What role do AI agents play in service encounters, and how does AI shift perceptions of truth? My work answers questions like these to help organizations build responsible customer relationships or design targeted marketing communications. A core aim of my research is to educate consumers about their own consumption to help them make more informed decisions. 

Methodologically plural, impact-driven research 

Rooted in consumer psychology, my research relies heavily on experiments to identify causal effects. At the same time, studying technology in everyday life demands methodological openness. Qualitative and sociological approaches help illuminate beliefs, feelings, and deep descriptions of consumers’ relations to technology. Remaining method-agnostic lets me tackle innovative questions and adapt to fast-changing consumption contexts to generate insights that matter for both firms and consumers.