portrait photo

Melanie Clegg

Dr.oec. Melanie Clegg
+43 1 31336 6498
Contact information and photo taken from and editable at WU Directory.


since 2022
Assistant Professor, Institute for Digital Marketing & Behavioral Insights, WU
Visiting Scholar, Columbia Business School, Marketing Division
since 2018
Research Assistant, Chair of Digital Marketing, University of Lucerne
Research Assistant Internship at the Institute for Neurosciences and Medicine
Research Assistant Internship, Department for Customer Management & Retailing, University of Cologne
Junior Research Assistant, Department for Neuropsychology, Universitätsklinikum Bonn

Researcher Identifier

Awards and Honors

“Best Paper in Track” Award, AMA Winter Conference 2022
IMU 2021 – Research for Practice (Dissertation) Award for preliminary version
SNSF Doc.Mobility Finanzierung eines Gastaufenthalts an der Columbia Business School
Nomination for “Best Paper Award Based on a Doctoral Work” (Top 20 articles), EMAC 2019



  • Consumer Behavior
  • Consumer Creativity
  • Digital Marketing
  • Human-AI Interactions
  • Morality and Ethics Perceptions
  • Social Consumer Behavior
  • Technology Adoption


Membership in scientific association
  None Society of Consumer Psychology (SCP)
  None European Marketing Academy (EMAC)
  None Consumer Behavior Special Interest Group of the American Marketing Association (CBSIG)
  None Association of Consumer Research (ACR)
  None American Marketing Association (AMA)
Reviewer for an international conference
  None Society for Consumer Psychology (SCP)
  None Journal of Consumer Research, Trainee Program
  None International Conference for Information Systems (ICIS) of the Association for Information Systems (AIS)
  None American Marketing Association (AMA)


Paper presented at an academic conference or symposium

2021 Clegg, Melanie. 2021. Should You Really Be Creative on Social Media? An Empirical Investigation of User-Generated Content from TikTok. Swiss Academy of Marketing Science (SAMS) Conference 2020, Luzern, Schweiz, 15.10.-17.10. (Details)
2020 Clegg, Melanie. 2020. Perceptions of AI: How Disclosing Algorithm Type Can Shape Users’ Adoption of New Technologies. Artificial Intelligence in Management (AIM) Conference 2020, California, Vereinigte Staaten/USA, 13.03.-14.03. (Details)
  Clegg, Melanie. 2020. Unveiling the Mind of the Machine: How Algorithm Types Affect Consumers’ Technology Adoption. Swiss Academy of Marketing Science (SAMS) Conference 2020, Luzern, Schweiz, 16.10.-18.10. (Details)

Unpublished lecture

2021 Clegg, Melanie. 2021. Does Transparency Pay? Influence of Moral Perceptions on the Adoption of Personalized Pricing in the Retailing Context, Research Seminar of Economics and Management, Luzern, 15.03.21 (Details)
2020 Clegg, Melanie. 2020. Inner Values Matter: Algorithm Types Drive Consumers' Product Adoption. PhD. Research Seminar Institute for Customer Insight (ICI), St. Gallen, 11.06.20 (Details)
  Clegg, Melanie. 2020. Into the Mind of the Machine: Perceptual and Behavioral Consequences of Pre-Programmed and Adaptive Algorithms. Research Seminar of Economics and Management, Luzern, 16.04.20 (Details)


  • No projects found.