Isabella Kringlen
Contact Information
Graduate Student, Department of Marketing and Logistics, Fisher College of Business
Research Interests
- Attitude Change/Persuasion
- Behavioral Intervention
- Decision Making/Choice
- Internet and Online Platforms
- Media
- Political Science
- Communication
- Social Cognition
- Stereotyping and Prejudice
- Text Analysis
My research examines how consumers respond to business actions and marketing communications, with a particular focus on sociopolitical influences in the marketplace. My work is theoretically grounded in consumer behavior and social psychology, and employs a multi-method approach (controlled behavioral experiments; large-scale analyses of consumer-generated content using natural language modeling). I investigate how consumers’ ideological commitments—such as political orientation, environmental concern, and moral conviction—shape their perceptions of companies, the motives they ascribe to company actions (e.g., whether actions are perceived as political, socially responsible, or deceptive), and their resulting marketplace behaviors. My dissertation includes one essay examining how political ideology polarizes consumer responses to routine business operations (e.g., days of operation, language use, bathroom gender assignment). The second essay investigates consumer responses when companies make public climate pledges (e.g., net-zero emissions by 2030), but later communicate setbacks. I am advancing several related projects on how sociopolitical dynamicsshape consumer-firm relationships and impact broader societal dynamics.