Maria Trupia

Maria Trupia is a Postdoctoral Scholar in the Behavioral Decision Making area at the UCLA Anderson School of Management. She is a marketing researcher focused on understanding the role of time for consumer well-being and behavior. Her work on time can be organized around three interconnected streams: (a) the effect of time (spending, saving, scarcity) communications, (b) the psychology of time gains, and (c) the experience of time poverty. She examines such questions as how do consumers perceive companies that ask them to spend time to save money (vs. spend money to save time)? What do people think when we tell them we are busy, and how does this affect our relationship with them? Do we use time gains (e.g., from technologies like generative AI) in a happiness-enhancing way? Across her work, Maria employs a mix of methods—lab, online, or field experiments, eye-tracking, and longitudinal or secondary data. Her doctoral work on time poverty was the recipient of an honorable mention for the 2022 John A. Howard AMA Award.