New PhD student at MGMT - Michelle Ølgaard

Michelle Ølgaard
Michelle Ølgaard

Hi everyone! 

My name is Michelle Ølgaard, and I have just started my PhD at the Department of Management on February 1st, 2024. I hold a B.Sc. in Business Administration and Service Management (with a specialization in Tourism & Hospitality) and an M.Sc. in Branding & Communications Management, both from Copenhagen Business School. I love going for walks, spending time with friends and family, strength training, traveling, and, of course, trying out new foods!

Taking inspiration from my curiosity about consumer psychology and behavior, my research will focus on consumer burnout and online dating. You may wonder how these relate to each other - at least that's the question I most frequently get asked - but to keep it short: a sticky customer journey may foster a vicious spiral as a consequence of online dating usage which can lead to burnout. But spoiler alert: it is not as simple as it may seem!

In my research, I will delve into how Service-Dominant Logic can be applied to establish a consumer burnout framework. This approach emphasizes the co-creation of value between consumers and service providers, which is particularly relevant in understanding the dynamics of online dating platforms. I’ll also explore the nuances of online dating including social dynamics of user experiences, consumer well-being, and the ethical responsibilities of online dating service providers.

So, if you’re interested in learning more about my research, have questions about consumer burnout or online dating, or just want to have a chat, don't hesitate to contact me (or look for me in Valhalla near the coffee machine).