PhD Candidate  ·  HEC Paris

Mariia Lobanova

I am a PhD candidate in the Marketing Department at HEC Paris, advised by L. J. Shrum and Craig L. Anderson. My research focuses on consumer behavior, with a particular interest in the psychological effects of residential mobility on consumers' social ties, risk-taking, and participation in the marketplace.

Before my PhD, I studied Marketing and Management in Creative Industries at Neoma Business School and the Institute of Business Studies (RANEPA), Moscow. I also hold a degree in International Business from Grenoble Graduate School of Business.

I will be on the academic job market in 2026–2027.

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Mariia Lobanova

Research

Research in Progress

Lobanova, Mariia, Shrum, L. J., & Lowrey, Tina M. "Risky Movers: Residential Mobility Increases Consumer Risk-Taking."

In this research, we test the proposition that residentially mobile (vs. stable) consumers engage in more risky behaviors. We further posit that this process is driven by differences in the structure of mobile and stable consumers' social networks, which influence the importance that consumers place on social norms and norm violations.

Four studies completed. Targeted for Journal of Consumer Research.

Residential MobilityRisk-TakingSocial Norms

Anderson, Craig L., & Lobanova, Mariia. "Awesome Objects: Manipulating Vastness Makes Objects More Awe-Inspiring and Promotes Consumer Curiosity."

Across 15 studies (N = 5,550), we show that emphasizing vastness dimensions beyond size — age, potency, conceptual design, spiciness — elicits awe and fosters curiosity toward objects and products.

Manuscript in preparation for submission to Journal of Consumer Research by July 2026.

AweVastnessConsumer Curiosity

Hoeger, Laura K., Lobanova, Mariia, & Lowrey, Tina M. "A World Run by Women: Seeking Safety from Gendered Violence."

This research conceptualizes perceived safety as a socially constructed marketplace atmosphere. Using injurious speech as a theoretical lens, it shows how human brands and subcultures of consumption co-create safety narratives that challenge gendered violence, reshape public spaces, and influence marketplace participation and consumer well-being.

Manuscript under review at Journal of Consumer Research.

Consumer SafetySocial AtmospheresConsumer Well-BeingGender & Consumption

Xie, Dan, Shrum, L. J., Lobanova, Mariia, & Lowrey, Tina M. "Residential Mobility and Concern with Keeping Up with the Joneses."

We test the proposition that residentially mobile (vs. stable) consumers engage in fewer "keeping-up" behaviors because they have a lower tendency for social comparison.

Running further studies in preparation for submission to Journal of Consumer Psychology.

Residential MobilitySocial ComparisonStatus Consumption

Curriculum Vitae

Academic Background

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Education

2022 – 2027 (expected)

Ph.D. in Marketing (Consumer Behavior)

HEC PARIS  ·  Advisors: L. J. Shrum, Craig L. Anderson

2020 – 2021

MSc in Cultural and Creative Industries

NEOMA BUSINESS SCHOOL  ·  Rouen, France

2019 – 2021

Master in International Management

INSTITUTE OF BUSINESS STUDIES, RANEPA  ·  Moscow, Russia

2015 – 2019

Bachelor in International Management

INSTITUTE OF BUSINESS STUDIES, RANEPA  ·  Moscow, Russia

2017 – 2018

Bachelor in International Business

GRENOBLE GRADUATE SCHOOL OF BUSINESS  ·  Grenoble, France

Conference Presentations

* indicates presenter

Anderson, Craig L., & Lobanova, Mariia* (2025, November). "Awesome Objects: Manipulating Vastness Makes Objects More Awe-Inspiring and Promotes Consumer Curiosity." Paper to be presented at the 11th MEDIOCRE Symposium, Paris, France.
Anderson, Craig L.*, & Lobanova, Mariia (2025, June). "Awesome Objects: Dimensions of Vastness Unrelated to Size Make Products More Awe-Inspiring and Promote Consumer Curiosity." Paper presented at La Londe Conference, Île de Porquerolles, France.
Xie, Dan, Lobanova, Mariia*, Shrum, L. J., & Lowrey, Tina M. (2025, June). "Residential Mobility and Concern with Keeping Up with the Joneses." Paper presented at La Londe Conference, Île de Porquerolles, France.
Hoeger, Laura K.*, Lobanova, Mariia, & Lowrey, Tina M. (2025, May). "You're Not on Your Own, Kid: Online Communication Emboldens Offline Gift-Giving and Friendship." Paper presented at Netnocon Conference, Marseille, France.