The influence of technology on consumer behavior has grown exponentially in recent years. With more people shopping online and learning about products through social media, marketing experts are interested in how the Internet plays into what people buy.
One of those experts, Kogod professor of marketing Khalia Jenkins, sees the relationship between technology and consumer behavior as a vital channel for understanding social issues. Her research covers consumer activism, the impact of racial discrimination, and decision-making—topics that delve into how people think and feel about their choices.
“I have a great love of psychology, so everything I look at involves how the consumer thinks through things,” she explained.