SUNY Polytechnic Institute’s Associate Professor of Marketing, Dr. Marie-Odile Richard, continues to make significant contributions to understanding consumer behavior in today’s digital marketplace through two newly published research studies.

In her first study, published in the International Journal of Information Management, Dr. Richard explored location-based advertising — those ads you get on your phone when you’re near a store or restaurant. While these ads can be helpful by giving you relevant deals and suggestions, they can also feel invasive if people feel their privacy is at risk. Dr. Richard’s research looked at how people react to these ads, balancing their usefulness with concerns about privacy. The results show that clear communication and giving customers control over their information can make people feel more comfortable and willing to respond positively to these ads.

Her second study, published in the Journal of Retailing and Consumer Services, focuses on how culture influences shopping habits. Dr. Richard and her team studied the idea of “indulgence vs. restraint,” or more specifically, how much people in different cultures like to enjoy life and treat themselves versus how much they hold back. They found that people who tend to indulge more are more likely to feel happy about what they buy, talk positively about it to others, and buy from the same place again. Feeling good after a purchase — emotions like delight and confidence — makes this effect even stronger.

Together, Dr. Richard’s research helps businesses understand two important things: how to use new technology like phone-based ads without crossing privacy lines, and how cultural differences shape what people enjoy and how they talk about their experiences.

By studying how technology and culture work together, Dr. Richard’s work guides companies to create better ads and shopping experiences that respect people’s privacy and cultural values.