Ana Scekic is a Ph.D. candidate in Marketing at HEC Paris. Her research focuses on visual attention, perception, and information processing. In her dissertation, Ana focuses on the visual aspect of information processing, and investigates the influence of visual crowding on consumers’ product search and choice, in offline and online retail environments. In her research, Ana combines consumer behavior theories and experimental methods with different process tracing techniques, such as eye tracking, and with a variety of quantitative methods. Prior to entering the Ph.D. program, Ana received a Bachelor’s degree in Business Administration (Marketing specialization) and a Master’s degree in Economics and Business Management (Marketing specialization), both from LUISS Guido Carli University. She also spent two years in industry working as a digital analyst, with a focus on web reputation analysis.
Research interests: Visual Attention; Visual Crowding; Sensory Perception; Process Tracing Techniques; Information Processing in New Media Settings