Author: Jenna Barrett, Elina Jaakkola, Jonas Heller, and Elisabeth Bruggen

Jenna Barrett (pictured) is a postdoctoral researcher in the Department of Marketing at the Tilburg School of Economics and Management at Tilburg University. Jenna has research interests in financial well-being and consumer financial decision making and the intersection of psychology, marketing, finance and behavioral economics. She is also an assistant professor at Tilburg University. Elina Jaakkola is a professor of marketing in the Turku School of Economics at the University of Turku, Finland. She has areas of expertise in service business, customer/actor engagement, customer experience, value creation, B2B marketing, and service innovation. She is also an associate editor for the Journal of Service Research and Industrial Marketing Management. Jonas Heller is an assistant professor in the Department of Marketing and Supply Chain Management at the Maastricht University School of Business and Economics. He has research interests in merging technologies (Augmented Reality, Virtual Reality) in retailing environments, the impact of AR/VR on consumer decision making, retailers’ ROI, and how emerging technologies can contribute to consumer well-being (e.g. healthy eating, pension engagement). Jonas has a PhD in digital marketing from the University of New South Wales in Australia and is the co-founder and scientific director of the DEXLab. Elisabeth Brüggen is a professor of financial services in the School of Business and Economics at Maastricht University. As a researcher, Elisabeth seeks to generate rigorous evidence-based insights on how to accelerate people's long-term financial planning. She has teaching experience at the bachelor, master, and MBA levels.

Funny or Functional: Customer Engagement in Hedonic vs. Utilitarian Services
Business and Management INK
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Funny or Functional: Customer Engagement in Hedonic vs. Utilitarian Services

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