We often assume that emotions play little to no role in business-to-business (B2B) relationships. Rather, decisions in a B2B context are deemed to be purely rational, and to follow a complex process with multiple decision makers. Yet, a metanalysis of research on this topic, conducted by Anne-Madeleine Kranzbühler, Alfred Zerres, Mirella H. P. Kleijnen and … Continue reading The role of emotions in B2B marketing
Category: Marketing in everyday life
LLMs reflect data about how people believe the world to be, not data about how the world is
It is widely acknowledged that answers produced by large language models (LLMs) reproduce the biases that informed how they were trained. For instance, assuming that doctors are male while nurses are female. Though, that bias doesn’t simply reflect the systemic inequality in our society. Rather, it reflects the prevalent stereotypes, that is the type of image commonly … Continue reading LLMs reflect data about how people believe the world to be, not data about how the world is
When Generative AI Makes Us Smart vs. Average
It has been noted by many different people that large language models (LLMs) can, to a certain extent, democratise access to information. Because these models are trained on massive datasets, and use an intuitive prompt-and-response format, they enable users to quickly learn the basics on a given topic or, conversely, do a deep dive on narrow … Continue reading When Generative AI Makes Us Smart vs. Average
July and August 2025 round-up
This summer was mostly about celebrating several milestones in the kiddo’s life: end of school celebration, leavers’ ball, 18th birthday, A-level results’ day, driving test… But I also enjoyed catching up with friends, reading various fiction and non-fiction books, and swimming lots and lots and lots. Research We finished analysing the first stage of data collection … Continue reading July and August 2025 round-up
Interviewed for the podcast “Business Talk”
Recently, I was a guest in the podcast “Business Talk”, hosted by Deepak Bhatt. We explored why digital technology is sometimes helpful and sometimes a hindrance, based on the paper “The impact of technology: how features, resources and task demands shape digital well-being”. You can read the blog post about that paper, here. It was … Continue reading Interviewed for the podcast “Business Talk”
More Purchases but Less Viewing – The Impact of Smart Speakers on the consumption of video on demand
The news that Amazon’s Alexa+ has reached 1 million users inspired me to read a paper that has been on my TBR list for quite some time: “The Voice Of Commerce: How Smart Speakers Reshape Digital Content Consumption And Preferences”. This paper, co-authored by Yoonseock Son, Wonseok Oh and Il Im, and published in the … Continue reading More Purchases but Less Viewing – The Impact of Smart Speakers on the consumption of video on demand
Ten Years of Sharenting: How are the kids doing?
This week marks ten years since I sat on a panel about sharenting - the practice of parents sharing content about their children online - at a blogging event. The panel was hosted by Monika Roozen, then known for her blog Mum on the Brink, and my talk back then focused on how the data and metadata shared by parents … Continue reading Ten Years of Sharenting: How are the kids doing?
New paper: How features, resources and task demands shape digital wellbeing (or why digital technology helps some people some times, but not everybody all of the time)
We know from personal experience that digital technology can shape our wellbeing. On the one hand, it offers speed, convenience, and greater access to services. On the other hand, it can feel cold, confusing, or even overwhelming — especially for people facing challenging life circumstances. What’s less clear, however, is why the same technology can … Continue reading New paper: How features, resources and task demands shape digital wellbeing (or why digital technology helps some people some times, but not everybody all of the time)
When things go wrong we forgive AI more easily than humans; but empathy saves the day
As AI agents increasingly handle customer service interactions, it's natural to ask: How do users respond when a service failure is caused by an AI agent versus a human one? A study by Yibo Xie, Zelin Tong, and Zhuorong Wu explored just that. Through a series of experiments, where participants were asked to imagine that … Continue reading When things go wrong we forgive AI more easily than humans; but empathy saves the day
How Purchase Certainty Shapes Our Trust in AI Advice
AI is becoming a common part of online shopping, but are there times when we still prefer human judgement? Research suggests that the answer depends on both the nature of the product and the customer’s certainty about what they want. Some time ago, I reviewed a paper by Fei Jin and Xiaodan Zhang examining when customers would accept … Continue reading How Purchase Certainty Shapes Our Trust in AI Advice
Ana Canhoto 