Zsuzsanna Vargha is Postdoctoral Research Fellow at the Max Planck Institute for the Study of Societies. Zsuzsanna received her Ph.D. in Sociology from Columbia University in 2010. She was a member of Columbia’s Center on Organizational Innovation (COI) and recently a visiting student at LSE’s Centre for the Analysis of Risk and Regulation. Zsuzsanna’s research examines the intersection of finance and marketing. Bringing a science and technology studies approach to financial selling, she studies how banks design personalized interactions with retail clients, with implications for the social embeddedness of markets. Her doctoral thesis Technologies of Persuasion: Personal Selling and the Making of Markets in Consumer Finance was awarded Distinction. You can read her working paper “Markets from interactions: the technology of mass personalization in banking”. 

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