UN 401 - IJRM. Algorithm Killing Cool?

Up Next with Gabriella Mirabelli · Mar 5, 2026 · 29m

Henri Weijo is an associate professor of marketing at Aalto University School of Business in Helsinki. His research examines how algorithmic recommendation systems are reshaping how consumers build identity and compete for cultural status, particularly in fashion. In this episode, he walks through field research conducted across multiple countries examining how mainstream and indie consumers respond to the same algorithm in opposite ways, and what that split means for brand managers trying to grow without destroying what makes their products desirable.