Natalia Rogova has been a Doctoral Candidate and Research Associate at the Chair of Innovation and Creativity since November 2018. Her research primarily focuses on consumer psychology and consumer identity, specifically gender identity and gender stereotyping in the marketplace, and consumer discrimination.
Natalia has had opportunities to present her research at several academic conferences, including AMA, EMAC, and Frontiers in Service. She has also received recognition for her work, such as the ACR/Sheth Foundation Dissertation Award (Honorable Mention) and a Runner-Up position in the AMS Review-Sheth Foundation Annual Doctoral Competition for Conceptual Articles.
Rogova, Natalia, and Shashi Matta (2022), "The role of identity in digital consumer behavior: A conceptual model and research propositions based on gender", AMS Review.
Matta, Shashi, Natalia Rogova, and Gonzalo Luna-Cortés (2022), “Investigating Tolerance of Uncertainty, COVID-19 Concern, and Compliance with Recommended Behavior in Four Countries: The Moderating Role of Mindfulness, Trust in Scientists, and Power Distance,” Personality and Individual Differences, Vol. 186 (A), 11135.
“Why are Complaints from Some Consumers Taken More Seriously than Those from Others? Gender Discrimination in Service Recovery Response: The Role of Employees' Age,” Natalia Rogova and Shashi Matta. Frontiers in Service, Maastricht, The Netherlands, June 2023.
“Why Are Complaints from Some Consumers Taken More Seriously Than Those from Others? Detecting and Mitigating Gender Discrimination in Service Recovery Response,” Natalia Rogova and Shashi Matta. EMAC Doctoral Colloquium, Odense, Denmark, May 2023.
“Why are Complaints from Some Consumers Taken More Seriously than Those from Others? Gender Discrimination in Service Recovery Response: The Role of Employees' Age,” Natalia Rogova and Shashi Matta. EMAC Annual Conference, Odense, Denmark, May 2023.
“A Conceptual Model of Gender Identity in Digital Consumer Behavior: A Self-Categorization and Identity Signaling Approach,” Natalia Rogova and Shashi Matta, in a HigherEd SIG Special Session, “Doctoral Student Research on The Future Trends in Consumer Behavior.” AMA Winter Academic Conference, Las Vegas, NV, USA, February 2022.
“Emulating Success or Learning from Failure? The Role of Personal Saving Orientation, Implicit Self-Theories, and Peer Persuasion on Financial Behaviors,” Shashi Matta, Grazia Pia Palmiotti, and Natalia Rogova, in a Special Session, “Money Matters: Consumer Financial Well-being through a Marketing Lens.” AMA Winter Academic Conference, San Diego, CA, USA, February 2020.
“Pink, Blue, and Green: Enhancing Preferences for Eco-Friendly Products Among Men,” Natalia Rogova and Shashi Matta. Social & Innovation Marketing Workshop, Toulouse Business School, France, November 2019.
“The Role of Personal Saving Orientation, Implicit Self-Theories, and Peer Persuasion on Financial Behaviors,” Shashi Matta, Grazia Pia Palmiotti, and Natalia Rogova. Frontiers in Service Conference, Singapore, July 2019.
Since 11/2018
Catholic University of Eichstaett-Ingolstadt
Doctoral Candidate and Research Associate at the Chair of Innovation & Creativity
2016 - 2018
TU Braunschweig, Braunschweig
Master of Science, Technology-oriented Management (double-degree program)
2016 - 2018
Saint-Petersburg State University of Economics, Saint-Petersburg
Master of Management, International Business Administration (double-degree program)
2012 - 2016
Saint-Petersburg State University of Economics, Saint-Petersburg
Bachelor of Management, International Management
2018
Volkswagen AG, Wolfsburg
Reporting & Market Research Intern
2017
EPSI Russia, Saint-Petersburg
Marketing Research Intern
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