shopify analytics ecommerce

An illustration of Uber's ride sharing platform -- Source: Together with my co-authors Ela Veresiu and Ashlee Humphreys, I currently study the influence of emotions such as empathy on the economic viability of platform businesses such as Uber and Airbnb (JM).



My research adopts an augmented and dynamic sociological view on the creation of markets and the customer experience. I have published in the Journal of Consumer Research, the Journal of Marketing, and Marketing Theory. I also proudly serve on the editorial review boards for the Journal of Marketing, the Journal of Consumer Research, Consumption, Markets and Culture, and Business & Society.


Latest Project

How Memory Making Shapes Marketization Processes (JCR)

Research Events

What is Big Design?

Most of my current research revolves around a marketing subfield called "market system dynamics (MSD)" or "big design" that allows us to better understand consumption phenomena by investigating how consumers, managers, policy makers, and other social actors both shape and are shaped by markets. The figure below (taken from Giesler and Fischer 2016, MT) illustrates some of the theoretical benefits of this lens.


Learn more

To learn more about the theoretical and methodological benefits of the market system dynamics lens, please read this Marketing Theory special issue or this Journal of Consumer Research tutorial. To learn more about the "applied" benefits, please read the Big Design Blog or visit Big Design @ American Marketing Association. To learn more about how I fell in love with this approach, please read this interview.


Click below to download a study

Manuscripts Under Review

upon request, email me

Supported by