From Evolution to AI: How it Impacts Consumers?

Tripat Gill investigates the effect of evolutionary, technological, and social factors on consumer behavior. His research finds that our evolved psychological mechanisms continue to affect consumer preferences. But the modern environment is constantly changing with rapid advances in technology and social transformations. Tripat’s research examines how consumers adapt to these changes, and how consumers are impacted by them. Specifically, what factors enable the adoption of technological innovations; how prevailing stereotypes and biases affect product / service perception; how do brands aid consumers decisions; and what is the social and ethical impact of radical technologies such as self-driving cars and artificial intelligence (AI).

Learn more about Tripat’s research themes below:

Recent Research

“Ethical dilemmas are really important to potential adopters of autonomous vehicles” – Gill, T. (2021), Ethics and Information Technology. (link)

“How accessories add value to a platform: the role of innovativeness and nonalignability” – Gill, T., Ma, Z., Zhao, P. and Chen, Y.(. (2021),  European Journal of Marketing, Vol. 55 (4) (link)

“To Which World Regions Does the Valence-Dominance Model of Social Perception Apply?” – Jones, B.C., …Gill, T. et al. (2021), Nature Human Behavior, 5, 159-69. (link)

Blame it on the Self-Driving Car. How Autonomous Vehicles can Alter Consumer Morality  – Gill, T. (2020) Journal of Consumer Research, Volume 47, Issue 2, August 2020, Pages 272–291 (link)

“You’re not Perfect, but you’re still my Favorite.” Brand Affective Congruence as a new Determinant of Self-Brand Congruence – Wijnands, F. and Gill, T. (2020), Journal of Marketing Management, forthcoming (link)