Melanie Clegg

Vienna University of Economics and Business

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About

Dr. Melanie Clegg is a pioneering researcher at the intersection of human-computer interaction and consumer psychology, with a primary focus on how individuals perceive and respond to algorithm-driven technologies. Her most influential work, "Unveiling the Mind of the Machine" (2023), which has garnered 50 citations, fundamentally advances our understanding of consumer trust and decision-making when interacting with autonomous systems like robotic vacuums and AI-controlled products. By demonstrating that people attribute distinct psychological characteristics to machines versus human agents, Clegg has reshaped theoretical frameworks in technology acceptance. Her research reveals critical insights into the emotional and cognitive biases that emerge when consumers encounter algorithm-controlled products, challenging long-held assumptions about human-machine equivalence. This work has practical implications for product design, marketing ethics, and AI transparency. With a growing citation impact that underscores her contributions to both academic literature and applied technology sectors, Clegg continues to explore the nuanced boundaries between human and algorithmic agency, positioning herself as a leading voice in understanding the psychological dynamics of our increasingly automated world.