Expertise
Dr. Iryna Pentina is among the first marketing scholars to empirically study how consumers develop emotional attachments, trust, and psychological dependence with AI-powered systems. Her 2023 systematic review of consumer-machine relationships, published in Psychology & Marketing and recognized with the Wiley Top Cited Article Award, is the first to synthesize the evidence base for this specific relational dimension of consumer-AI interaction. A dual Fulbright Scholar with research spanning chatbot psychology, voice commerce, robo-advisors, and service robots, her two decades studying digital trust and social media relationships prepared her to ask the right questions when AI agents emerged.
Research Timeline
Two decades of research that anticipated the consumer-AI revolution.
Early Digital Consumer Behavior Research
E-commerce, social media trust, online brand relationships. Foundational work on how consumers build and maintain trust in digital environments.
Technology Adoption & Cross-Cultural Studies
Mobile payments, privacy paradox, cross-cultural consumer behavior. Fulbright-funded comparative research across the US, Ukraine, France, and China.
Pivoted to Consumer-AI Before the Hype
Robo-advisors, social chatbots, AI companion dependence. Early empirical research on Replika and chatbot psychology before mainstream AI awareness.
ChatGPT Launches
AI becomes mainstream. Dr. Pentina's prior research positions her as an established expert as the world begins asking the questions she had already been studying.
Systematic Review Published
Published the first systematic literature review focused specifically on consumer-machine relationships in Psychology & Marketing, synthesizing 117 studies across the field.
Wiley Top Cited Article Award
The systematic review receives Wiley Top Cited Article recognition and ESI Most Cited Paper designation, confirming its status as a hub paper for the field.
Field Position & Impact
Quantitative evidence of sustained scholarly influence and field-shaping contributions.
Citation Metrics
Altmetric Attention
Published In
Recognition
Awards and distinctions recognizing scholarly excellence and international impact.
Wiley Top Cited Article Award
Wiley / Psychology & Marketing
Received the Wiley Top Cited Article recognition for a publication in Psychology & Marketing, one of the leading journals in consumer psychology. This designation reflects sustained scholarly impact and relevance to the research community.
ESI Most Cited Paper Designation
Clarivate / Essential Science Indicators
Recognized by Clarivate Essential Science Indicators as a most cited paper, placing the work in the top 1% of publications by citation count within its field and time period.
Academy of Marketing Science Best Conference Paper Award
Academy of Marketing Science (AMS)
Awarded the Best Conference Paper at the Academy of Marketing Science annual conference, recognizing the highest quality research presentation among all submitted papers that year.
Fulbright Specialist
Fulbright Program / La Rochelle University, France
Selected for the Fulbright Specialist roster (2019-2023) and deployed to La Rochelle University in France in 2022, collaborating on cross-cultural e-commerce and online shopping experience research with European colleagues.
Fulbright Research Scholar
Fulbright Program / International Solomon University, Ukraine
Awarded a prestigious Fulbright Research Scholar grant (2013-2015) to conduct cross-cultural marketing research at the International Solomon University in Kyiv, Ukraine. The Fulbright Program is the flagship international educational exchange program of the U.S. government.
Expert On
Core areas of scholarly expertise, each supported by peer-reviewed publications and active research.
For Journalists & Media
Dr. Pentina is available for expert commentary on AI consumer behavior, chatbot psychology, and the ethical implications of human-AI relationships. She has been cited in 18 news outlets and brings two decades of empirical research to public discourse on technology and consumer welfare.