I study how people engage with digital platforms, including e-commerce, social media, and conversational AI, and how these environments influence consumer behavior, decision-making, and well-being. My work explores psychological mechanisms like emotional attachment and identity, as well as personalized designs. Integrating experiments, psychophysiology, digital trace data, and qualitative insights, I aim to bridge the gap between academic theory and practical application. I collaborate with industry partners to uncover the drivers and financial outcomes of online user behavior. I earned my Ph.D. in Communication from the University of Amsterdam, an M.A. in Psychology from Jagiellonian University, and completed postdoctoral training at Northwestern University.