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Christilene du Plessis
Marketing
Lee Kong Chian School of Business
Singapore Management University

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Profile

Christilene du Plessis is a Doctoral Candidate in Marketing at the Rotterdam School of Management, Erasmus University. Christilene studies how social influence shapes (and is shaped by) consumers and marketers in the context of digital marketing and how social influence emerges. Her primary line of inquiry examines consumer responses to extrinsic rewards. For example, in her dissertation she investigates the effect of monetary incentives on online word-of-mouth. In addition, she examines how social power affects how people think, feel, and behave in consumption settings, and how we can advance research methodology. To answer these questions, Christilene relies on a variety of methods ranging from lab and field experiments, to archival data (e.g., Amazon reviews), and to meta-analyses. Her work has won numerous awards, including the prestigious Best Dissertation Proposal Award by the Society for Consumer Psychology (SCP). Christilene also holds a Master of Science in Marketing from INSEAD and a Bachelor in Business Management from the University of Queensland, Australia. In her free time, Christilene enjoys yoga, playing the electric guitar, and travelling to new countries.

Publications

  • Academic (1)
    • Culture & Work Morality Forecasting Collaboration (2021). A creative destruction approach to replication: Implicit work and sex morality across cultures. Journal of Experimental Social Psychology, 93, [104060]. https://doi.org/10.1016/j.jesp.2020.104060

  • Professional (1)

Featured in the media

  • Wie betaalt bepaalt?

    PhD candidate Christilene du Plessis of RSM has written a dissertation called 'Influencers: The Role of Social Influence in Marketing'. Her dissertation and findings have been mentioned in an article, stating that consumers trust…

  • Beoordelingen wel/niet belonen

    PhD candidate Christilene du Plessis of RSM has written a dissertation called 'Influencers: The Role of Social Influence in Marketing'. Her dissertation and findings have been mentioned in an article, stating that consumers trust…

  • ‘Online productbeoordelingen: geloofwaardiger als schrijver meer betaald krijgt’

    PhD candidate Christilene du Plessis of RSM has written a dissertation called 'Influencers: The Role of Social Influence in Marketing'. Her dissertation and findings have been mentioned in an article, stating that consumers trust…

  • Online productbeoordelingen: geloofwaardiger als schrijver meer betaald krijgt

    PhD candidate Christilene du Plessis of RSM has written a dissertation called 'Influencers: The Role of Social Influence in Marketing'. Her dissertation and findings have been mentioned in an article, stating that consumers trust…

  • 'Betaal productrecensenten veel of niets'

    PhD candidate Christilene du Plessis of RSM has written a dissertation called 'Influencers: The Role of Social Influence in Marketing'. Her dissertation and findings have been mentioned in an article, stating that consumers trust…

  • Online productbeoordelingen geloofwaardiger als schrijver meer betaald krijgt

    PhD candidate Christilene du Plessis of RSM has written a dissertation called 'Influencers: The Role of Social Influence in Marketing'. Her dissertation and findings have been mentioned in an article, stating that consumers trust…

Featured on RSM Discovery

Consumer product reviews: more believable when writers get paid more

Consumers put greater trust in online reviews when the reviewer is paid well or not at all.