Reutskatja contends that the way companies express diversity, equity and inclusion messages transmit not only the values of the company but also the values of society in which these stimuli are spread.
Her team (IESE PhD candidate Rocío Martínez, and Professor Cait Lamberton of Wharton’s marketing department) will employ traditional methodologies such as online, lab and field experiments, surveys and sales data from companies, as well as non-traditional biological methods including eye-tracking, emotion-recognition and brain activity (e.g. EEGs) to go beyond self-reported reactions.