Ruxandra Monica Luca is an Assistant Professor of Marketing and a member of Tech3Lab, a specialized user experience laboratory, at HEC Montréal, Canada. Ruxandra is also an IVADO (Institut de Valorisation des Données) researcher. She holds a Ph.D. in Marketing from Imperial College London, United Kingdom, an M.A. in Psychology from the University of Toronto, Canada, and an HB.Sc. in Human Biology and Psychology from the same institution. Her research draws from psychology and neuroscience to examine the cognitive mechanisms underlying decision-making and consumer behavior. Using experimental designs and psychophysiological measures, she conducts research projects on online visual attention, dark patterns, AI-driven recommender systems, and chatbot interactions. Her work has been supported by the Social Sciences and Humanities Research Council (SSHRC) of Canada and published in academic journals such as Technological Forecasting and Social Change, Business Ethics Quarterly, Applied Psychology: An International Review, and Behavioural Brain Research, among others.

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