Dr. Melanie Clegg
CV
Melanie Clegg is a PostDoc at WU Vienna and the University of Lucerne. Previously, Melanie Clegg was a Doctoral Research Associate at the University of Lucerne, where she also received her Ph.D. in Digital Marketing. Recently, she had a stay as a Visiting Scholar at the Marketing Department of Columbia Business School.
Prior to her Ph.D., Melanie Clegg studied psychology at Heinrich-Heine University Düsseldorf (B.Sc) and the University of Cologne (M.Sc).
Research Interests
Melanie Clegg’s research interests lie at the intersection of psychology, consumer behavior, and new technologies. With an academic background in psychology, she is deeply interested in cognitive processes driving our interactions with digital technologies, but also how our cognitions and behavior will be changed through increasing touchpoints with digital technologies.
Her research projects primarily investigate consumer perceptions of algorithms and artificial intelligence. Specifically, she looks into whether, why, and under which circumstances consumers are willing to co-operate with and rely on algorithms and artificial intelligence. One aspect of this research focuses on creative co-work, innovation processes, and personalization enabled by artificial intelligence, and how consumers react to artificial intelligence in these domains. Another aspect deals with ethical pitfalls for businesses and society that are caused by the increasing impact of algorithms on professional and private aspects of our lives, and how can firms deal with such ethical compromises.
A second research focus of her lies in social interactions in the digital space such as social media platforms. Here, she primarily examines facettes of user-generated content that drive proliferation and motives that increase content creation and sharing.
To tackle these questions, Melanie Clegg uses a mixture of behavioral experiments, secondary data analysis, qualitative and quantitative analyses of text data as well as machine learning approaches.
Find her CV here.
Publications
List of peer-reviewed publications (conference proceedings)
Clegg, Melanie, Hofstetter, Reto, de Bellis, Emanuel, Schmitt, Bernd (scheduled 2021). Algorithm Transparency: How Unveiling Algorithms Influences Product Perception and Adoption. Proceedings of Association of Consumer Research Conference (ed.), Seattle, Washington: Association of Consumer Research Conference.
Bravin, Marc, Clegg, Melanie, Hofstetter, Reto, Pouly, Marc, & Berger, Jonah (scheduled 2021). Should You Really be Creative on Social Media? An Empirical Investigation of Video Content from TikTok. Proceedings of Association of Consumer Research Conference (ed.), Seattle, Washington: Association of Consumer Research Conference.
Hofstetter, Reto, Clegg, Melanie, de Bellis, Emanuel, & Schmitt, Bernd (2021). Unveiling the Mind of the Machine: How Disclosing Algorithm Types Affects Consumers’ Adoption of Algorithm-Based Products. Proceedings of the European Marketing Academy (ed.), Madrid, Spain: European Marketing Academy Conference.
Clegg, Melanie, Hofstetter, Reto, Bravin, Marc, & Pouly, Marc (2021). Should You Really be Creative on Social Media? An Empirical Investigation of User-Generated Content from TikTok. Proceedings of the European Marketing Academy (ed.), Madrid, Spain. European Marketing Academy Conference.
Clegg, Melanie, Hofstetter, Reto, de Bellis, Emanuel, & Schmitt, Bernd (2020). Inner Values Also Count: Algorithm Types Drive Consumer Adoption of Robotic Technologies. Proceedings of Association of Consumer Research Conference (ed.), Paris, France: Association of Consumer Research Conference.
Clegg, Melanie, Hofstetter, Reto, de Bellis, Emanuel, & Schmitt, Bernd (2020). Into the Mind of the Machine: Perceptual and Behavioral Consequences of Pre-Programmed and Adaptive Algorithms. Proceedings of the Society of Consumer Psychology Conference (ed.), Huntington Beach, California, USA: Society of Consumer Psychology Annual Conference.
Hofstetter, Reto, Clegg, Melanie, Schiestel, Lisa, & Seele, Peter (2019). Ethics of Personalized Pricing: A Habermasian Account of Transparency and Participation. Proceedings of the European Marketing Academy (ed.), 49th, Hamburg, Germany. European Marketing Academy Conference.
- Nominated for overall “Best Paper Award Based on Doctoral Work” (top 20 articles)
List of non-academic publications
Clegg, Melanie (2021). Ein Klick, ein Kauf? Lassen wir uns nicht ködern. LUKB Wertpapier: Konsum – Verführung und Verantwortung, Frühling / 2021.
Clegg, Melanie, Lanz, Andreas, & Hofstetter, Reto (2020). Generationenkonflikt im Influencer-Marketing. Die Volkswirtschaft.
Clegg, Melanie, Hofstetter, Reto, Schindler, Lea, Deubelbeiss, Olivia, Lanz, Andreas, Faltl, Martin, & Tomczak, Torsten (2020). Swiss Influencer Marketing Report 2020.doi.org/10.5281/zenodo.4282836.
- Featured in Statista
Zimmermann, Jenny L., Clegg, Melanie, de Bellis, Emanuel, & Hofstetter, Reto (2020). Wenn sich Produkte selbständig machen – Handlungsempfehlungen zur Adoption von smarten Produkten, gfm-Forschungsreihe 3/20.
Zimmermann, Jenny L., Clegg, Melanie, de Bellis, Emanuel, & Hofstetter, Reto (2020). Smart Products Report 2020. Available via doi.org/10.5281/zenodo.4282816.