Education
D.Sc. (Econ.), marketing, 2018
M.Sc. (Econ.), economic geography, 2014
B.Sc. (Econ.), economic geography, 2014
High school graduate, 2010 

Academic career
University teacher (permanent), University of Turku, 2023–
​​​​​​​Assistant professor (non-tenured), University of Vaasa, 2019–2022
Senior researcher (STYLE project), University of Turku, 2019–2020
University teacher, University of Turku, TSE Pori Unit, 2018
Visiting scholar, Wilfrid Laurier University, Canada, 2017
Doctoral candidate, University of Turku, 2014–2018 

Other academic occupations
Docent in marketing, especially consumer research (UTU), 2020–
Chair of the Board, Finnish Association of Consumer Research, 2023–

The central focus of my research is to advance consumer well-being in our consumption-driven society. My approach centers on the perspective of consumers, rather than managerial viewpoints, positioning consumers as the primary units of analysis. With a background in the behavioral aspects of consumer research, particularly evolutionary psychology, my broader interest now lies in the interplay between consumer psychology and consumer culture. This interplay is exemplified by my focus on consumer empowerment and consumer vulnerability, both of which have been core themes throughout all my research endeavours.

The topics I have researched recently or over the past few years include:

• Declining standard of living and consumption in crisis conditions
• Consumer blood donation behaviour
• Consumer empowerment
• Public transportation behaviour
• Sexuality-related consumption
• Evolutionary psychology in consumer research
• Consumption of insect-based food
• Consumer behaviour and public toilets

In terms of methodology, I have experience in survey research (both field studies and international survey setups), mixed-methods research combining qualitative and quantitative approaches, and theoretical studies. I am an active popularizer of science, and my research has often been featured in various media.

I am leading the LASKU research project (Consumer Psychological Adaptation to Crisis Conditions and Declining Living Standards) for the years 2024–2026, funded by Liikesivistysrahasto. Additionally, I am the principal investigator of RouDon research project (Time is blood: Identifying strategies to routinize consumer blood donation behaviour, funded by The Research Fund of the Finnish Red Cross Blood Service (2026–2027). Before, I have participated in numerous other research projects as a researcher.

I'm responsible for developing the B2C Marketing education in our faculty. Personally I'm in charge of the bachelor's levels courses on consumer behaviour (MA12) and marketing communications (MA13), as well as master's level course on consumer research (MAS39). I also supervise bachelor's, master's and doctoral theses.