07/05/2026
On 5 March 2026, the Marketing & Branding Futures Research Group at Brunel Business School hosted Dr Qionglei Yu (Reader in Marketing, Newcastle University Business School) for a research talk on Responsible Technology Adoption and Consumer Wellbeing.
The session explored the rapid growth of technology adoption in service contexts, particularly automation, and highlighted a critical gap: the experiences of psychologically vulnerable consumer groups, such as those experiencing loneliness, remain largely overlooked in both academic research and industry practice. Drawing on a series of studies, Dr Yu examined how lonely consumers engage with technology-mediated service encounters and the psychological mechanisms shaping their preferences.
A key theme of the talk was the role of researchers and institutions in addressing these challenges. While digital technologies continue to transform service delivery, Dr Yu emphasised that they cannot fully replace human interaction. She highlighted the importance of academic initiatives and in-person engagement in fostering social reconnection and mitigating negative emotions associated with isolation.
The event brought together colleagues and postgraduate researchers for a stimulating discussion on how marketing research can contribute to more responsible, inclusive, and human-centred technology adoption. The session concluded with an informal networking opportunity, further strengthening research engagement within the Brunel community.
