At the intersection of business and the IWM: Marisa Tschopp successfully defends her dissertation

Organisational psychologist Marisa Tschopp successfully defended her doctoral thesis at the end of april. She is an associate scientist at the IWM and also works for Scip AG, an IT service and consulting company based in Zurich. In her dual roles, she investigates how people perceive their interactions with conversational AI, specifically in the area of voice shopping, and how these perceptions affect their behaviour.

Her dissertation applies A.P. Fiske's theory of relational models to examine the human-machine dynamic. Through her research, she identifies three primary modes that characterise the relationship with AI, each with different implications for consumer purchasing behaviour. In particular, she highlights the significance of the social aspect and the importance of user-friendly design in shaping a positive user experience.

Reflecting on her achievement after the successful defence, Marisa Tschopp expressed her satisfaction: "Completing my dissertation is an important milestone for me and our organisation. In the dynamic field of AI, it's crucial to delve deeply into the subject matter, engaging in both rigorous scientific research and meaningful dialogue with people who are not experts in the field. Through my work, we aim not only to equip our clients for the challenges ahead in AI, but also to better prepare ourselves".