University of Texas at Austin, PhD in Marketing
Seoul National University, MA in Social Psychology
University of North Carolina at Chapel Hill, BA in Psychology and minor in Biology
Crystal is an assistant professor in marketing at UC3M.
She investigates how consumers ask for, provide, and receive help. She is particularly interested in the role of emotion (e.g. gratitude), interpersonal communication, and social judgment during help-seeking, providing, and receiving processes. Through rigorous research, Crystal makes contributions in the areas of consumer interaction platform designs, social media forums, digital marketing, and pro-social marketing.
While researchers have examined how consumers make decisions to provide help to others, there is scarcely any work that explores how and when consumers ask for help, nor downstream effects of receiving help from firms and others. Yet, consumers frequently encounter problems with products and services, and these problems may never be resolved if consumers are reluctant to seek help or ask from the wrong sources. At the same time, firms and organizations must make decisions about how to help consumers or promote purchases that support pro-social goals. So marketers have a need to understand the factors that influence consumers' willingness to ask for help, the factors that influence how people make decisions to provide help, and how consumers react to receiving help from firms and other consumers. This knowledge has the potential to influence outcomes including consumer satisfaction, brand loyalty, customer relationships, efficient use of resources, charitable giving, and well-being.
Crystal encourages interdisciplinary research in this area to establish substantive implications. She collaborates with researchers in the fields of business, psychology, healthcare, education, economics, and political science. She also utilizes a variety of research methods, such as experimental laboratory research, longitudinal studies, and behavioral data.