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CBI – For your final project, you will design a CBI analysis by selecting: • Appetizer (Foundational Theories & Concepts) • Main Course (Advanced Theoretical Models & Frameworks) • Dessert (Emerging Trends & Applications)
1
Appetizer
pick up to 3 favs
Dual-Process Thinking (System 1 & 2)
Goal Pursuit Theory (Chartrand et al., 2008; Fishbach, 2012)
Prospect Theory and Loss Aversion (Gain x loss mindsets)
Self-Determination Theory (Lin et al., 2009)
Heuristics: https://www.verywellmind.com/what-is-a-heuristic-2795235
Biases: https://thedecisionlab.com/biases
Identity-Based Motivation (Oyserman, 2009)
Social Identity Theory
Self-Categorization (In-Groups vs. Out-Groups
Self-Discrepancy Theory (Higgins, 1987; Ukrainets & Homburg, 2021)
Signaling Theory (Connelly et al., 2011; Griskevicius et al., 2010)
Relationship Norms (Fiske, 1992; Aggarwal, 2004; Mills & Clark, 2013; Wan et al, Hui, & Wyer, 2011)
Construal Level Theory (Trope and Liberman, 2010)
Cognitive Appraisal Theory (Kemper & Lazarus, 1992)
Implicit Theories (Dweck et al., 1995)
Other
2
Main Course
up to five
Feeling Economy (Huang & Rust, 2021)
AI Experiential Perspective (Puntoni et al., JM 2021)
AI-Human Constraints (Valenzuela et al., 2024)
Consumer-Autonomous Technology-Worker Framework (van Doorn et al., 2023)
Service Encounter 2.0 (Larivière et al., 2017)
IT Identity (Carter & Grover, 2015)
Algorithm Overdependence (Banker & Khetani, 2019)
Algorithm Aversion (Dietvorst, 2014)
Resource-Based View (RBV) Theory (Barney, 1991; Kraaijenbrink et al., 2010)
Morality Appraisals of Technology (Nunes et al., AIRSI 2024)
Scarcity Mutability (Castagna et al., SCP 2023)
Identity-Based Altruism (Costa Pinto et al., IJCS 2016; EJM 2019)
Ingroup Bias and Construal Level (Costa Pinto et al., BEQ 2020)
Construal-Based Goal Pursuit (Herter et al., JBR 2021; EJM 2022)
Customer Engagement in Social Media (CESM) (Santini et al., JAMS 2020)
Human-AI Social Comparison (Vorobeva et al., JSR 2022)
AI and Self-Expression (Gonçalves et al., IJIM 2024; JBR 2025)
AI Power (Shuqair et al., IJHM 2024)
Immersive Augmentation (Gonzalez & Costa Pinto, IJCHM 2024)
Self-Augmentation (Augmented Self) (Wagner et al., EMAC 2023; AMS 2025)
AI and Patient Vulnerability (Carrilho & Costa Pinto, WMC 2025)
GenAI Nudges (Richarde et al., AIRSI 2024)
3
Dessert
up to 3
Nudging & Choice Architecture: https://archive.blogs.harvard.edu/nudge/what-isa-nudge/
Joy of Missing Out x Fear of Missing Out
Social Media Effects and Aesthetic Consumerism
Digital Self-Presentation and Ephemeral Content
Social Media Influencers
The Role of Tech in Well-Being
Generative AI and Consumers
Algorithmic Fairness and AI Ethics
Consumer Reactions to Chatbots and Virtual Assistants
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