Setar Lytle, PhD Candidate
Research Overview
​Setar’s interdisciplinary research spans marketing, organizational studies, and computational social science, with a focus on how emerging technologies reshape behavior, decision-making, and value creation. Her work integrates theoretically grounded inquiry with rigorous empirical methods to generate insight into artificial intelligence, responsible innovation, and the evolving relationship between consumers and organizations.
Setar's research program develops through three connected streams:
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Consumer Behavior and Emerging Technologies
She examines how emerging technologies shape short-term hedonic well-being and longer-term eudaimonic well-being, as well as how consumers evaluate, respond to, and engage with technology-mediated communication.
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Emerging Technology Governance and Strategic Decision Making
She studies how organizations identify the most valuable roles for emerging technologies, define the appropriate scope of their authority, and establish governance structures that foster innovation while preserving accountability and continuity in key relationships.
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Construct Development and Measurement
She develops theoretically grounded constructs and measurement frameworks that advance the study of emerging marketplace phenomena, creating new opportunities for empirical inquiry and theory development.
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Published Research
Artificial Intelligence and Consumer Well-Being: A Cross-Domain Systematic Review.
Lytle, S., & Gopinath, M.(2026)
International Journal of Consumer Studies.
How artificial intelligence shapes customer emotional experiences: A systematic literature review.
Lytle, S., & Gopinath, M.(2026)
International Journal of Quality and Service Sciences.
A hybrid mathematical modelling approach for energy generation from hazardous waste during the COVID-19 pandemic.
Valizadeh, J., Aghdamigargari, M., Jamali, A., Aickelin, U., Mohammadi, S., Khorshidi, H. A., & Hafezalkotob, A. (2021).
Journal of Cleaner Production, 315, Article 128157.
Optimum design of a CCHP system based on economical, energy, and environmental considerations using GA and PSO.
Rabbani, M., Mohammadi, S., & Mobini, M. (2018).
International Journal of Industrial Engineering Computations, 9(1), 99–122.
Modeling a multi depot K-Chinese postman problem with consideration of priorities for servicing arcs.
Rabbani, M., & Mohammadi, S. (2015).
​Advances in Industrial Engineering and Management, 4(2).
Conference Papers
Lytle, S., & Gopinath, M. (2025). The role of artificial intelligence in shaping hedonic well-being: A systematic review. Association of Marketing Theory and Practice.
Dauphinais, M., Mohammadi, S., & Guo, L. (2023). CSR communication strategy: Avoiding consumer skepticism considering product type and firm size. Association of Marketing Theory and Practice.
Pidduck, R. J., & Mohammadi, S. (2021). Global nomad venturing: Travel co-workspaces and distinct configurations of being entrepreneurial. Frontiers of Entrepreneurship Research, 41.
Rabbani, M., Mohammadi, S., & Farrokhi, H. (2016). Integrated production planning and pricing by segmentation of customers based on CLV. International Conference on Industrial Engineering (ICIE 2016).
Papers Under Review
Lytle, S., & Gopinath, M. From AI to actualization: A systematic review of consumer well-being. Revise and Resubmit [3rd Round, Minor Revision] at the International Journal of Consumer Studies.
Lytle, S. A computational measure of spiritual meaning in organizational and corporate discourse. Revise and Resubmit [1st Round] at the Journal of Business Research.
Lytle, S. Ethics at every scale: A multi-level framework for responsible artificial intelligence. Revise and Resubmit [1st Round] at Business and Society Review.
Lytle, S., & Gopinath, M. When meaning meets action: Spiritual framing and value-action coherence in AI-generated advertising. Manuscript Under Review at the International Journal of Advertising.
Lytle, S. Conceptualizing and measuring the strain of marketplace information reliance. Manuscript Under Review at the Journal of the Academy of Marketing Science.
Lytle, S. Governing AI in B2B marketing: An activity-solution framework of value and relationship risk. Manuscript Under Review at the Journal of Business Research.
Working Papers
Lytle, S., & Gopinath, M. Spiritual transcendence framing in AI-generated communication and receptiveness to opposing views. Status: Manuscript in preparation. Target journal: Journal of Consumer Psychology.
Lytle, S., Structural Interpretation Orientation: Conceptualization, Scale Development, and Validation. Status: Final-stage data collection in progress. Target journal: Journal of Consumer Research.
Lytle, S. Human–Machine Co-Creation: Optimizing AI-Created Advertising Through Iterative Learning and Feedback. Status: Final-stage data collection in progress. Target journal: Marketing Science.
Research in Progress
​Setar’s current working papers examine AI-generated communication, consumer interpretation, and human–machine co-creation, while also advancing new constructs that support empirical research on emerging marketplace phenomena.
Current stage: Conceptual framework development.
Artificial Intelligence, Autonomy, and Decision Ownership
Investigating how AI recommendations affect consumers’ perceived control and decision ownership in high-stakes consumption contexts.
Current stage: Early-stage research design.
Artificial Intelligence and Meaningful Consumption
Examining how AI influences consumers’ ability to identify and engage in consumption experiences that provide meaning and personal significance.Â
Current stage: Theoretical development.
Governance-Embedded AI Marketing Capabilities
Developing a framework explaining how governance principles become embedded in the design, deployment, and evolution of AI-enabled marketing capabilities.
Current stage: Initial study development.
Artificial Intelligence and Reflective Consumption
Investigating whether AI-supported reflection helps consumers evaluate choices in relation to their values and longer-term interests.
Current stage: Framework development.
Governance of AI Across Customer Relationships
Developing a framework explaining how firms govern AI across customer-facing activities that differ in relationship sensitivity, decision consequences, and stakeholder exposure.
Current stage: Framework development.
AI Governance and Stakeholder Value
Examining how governance practices influence the distribution of benefits, risks, and responsibilities among firms, consumers, employees, and business partners.
Current stage: Theoretical
development.
AI-Enabled Personalization and Identity Development
Examining how personalized AI experiences shape consumer self-understanding and identity formation.
Current stage: Framework development.
AI Governance and Marketing Decision-Making
Developing a governance framework for managing oversight, accountability, and decision authority when AI-supported marketing decisions carry different cultural meanings and consequences across consumer groups.
Honors & Awards
2026
Summer Dissertation Award, Graduate University Scholarship Fund
2021
Recipient, Society for Marketing Advances Student Travel Scholarship
