My research examines how perceptions of personal control shape consumer decision-making in consequential contexts, including health, finance, and emerging AI-mediated environments. I study how control influences goal pursuit, responsibility, and responses to failure, with publications in the Journal of Marketing Research and the Journal of Personality and Social Psychology.
A central focus of my work is understanding how consumers respond when outcomes do not go as planned—whether due to their own actions, product or service failures, or external circumstances—and how these responses shape subsequent behavior. This research contributes to understanding consumer decision-making in domains where failure, uncertainty, and repeated choices are common.
My current work extends this research program to AI systems, investigating how the role of AI in decision processes shapes consumer trust, adoption, and behavioral responses in high-stakes settings. This work is motivated by the increasing use of AI in consequential decisions and the need to understand the psychological factors that drive acceptance and resistance.
Methodologically, I use controlled experiments, statistical modeling, and computational text analytics, including custom-built AI interaction environments, to study these questions.
Abreu, Luis, Jordan Etkin, and Holly Howe (2025). “Didn’t Have Time or Didn’t Make Time? How Language Shapes Perceived Control over Time and Motivation,” Journal of Marketing Research. (UTD24; FT50; ABDC A*; Impact Factor: 5.0)
Abreu, Luis, Sarah Memmi, and Jordan Etkin (2024). “Perceiving Greater Variety among Past Conflicts with a Focal Goal Reduces Expected Goal Conflict,” Journal of Personality and Social Psychology. (ABDC A*; Impact Factor: 6.7)
Perceived Generativeness and Trust in AI Systems (with Yael Zemack-Rugar)
When do consumers perceive AI outputs as being generated in real time, and how do these perceptions shape trust and transparency judgments? This project examines how interface design influences beliefs about how AI systems produce responses.
Agency Delegation Across Stages of AI-Mediated Decisions (with Saeed Pakfard)
Do consumers resist AI involvement equally across all stages of a decision, or are some stages more sensitive than others? This research investigates how people allocate decision authority between themselves and AI in consequential contexts.
Attribution and Trust in AI Recommendations (sole-authored)
How does the perceived source of a recommendation—human versus AI—shape trust and acceptance? This project explores how attribution cues influence consumer responses in AI-assisted environments.
Perceived Control and Responsibility in Health Outcomes (with Kaitlin Woolley and Jordan Etkin)
How does emphasizing prevention and personal action shape perceptions of control and responsibility when negative outcomes occur? This research examines the unintended consequences of public health and prevention messaging.
Choice, Control, and Goal Switching (with Yuanming Song)
When faced with complex decision environments, do consumers persist in pursuing a focal goal or shift to alternative goals? This project investigates how perceived control shapes goal persistence versus goal substitution.