Dr Brittany Currenti is a services marketer and behavioural scientist whose research examines how the design of services, technologies and interventions shapes human behaviour, consumer experience and value creation. A central focus of her work is convenience and purposeful friction, challenging the assumption that making experiences faster, easier and more automated is always beneficial. Her research explores when effort, participation and challenges can instead enhance engagement, meaning in ones life, and broader social value.

Her more recent work extends these ideas into artificial intelligence and technology adoption, particularly trust in AI and the behavioural consequences of cognitive offloading. This research considers why people trust or resist AI, how trust should be calibrated rather than simply maximised, and how the design of AI-enabled services influences user behaviour and experience.

Dr. Currenti also studies the translation of behavioural theory into practice. Her Know-how to Implement Theory (KIT) framework addresses the gap between behavioural theories developed in academia and their practical use in behaviour-change interventions. Rather than treating theory as an abstract explanatory tool, this work focuses on giving practitioners structured ways to diagnose behavioural barriers and motivators, select appropriate theories and translate them into intervention strategies.

Methodologically, Dr. Currenti is an all-rounder with particular strength in conceptual and theory-building research. Her work often uses problematisation, integrative reviews and conceptual methodologies to interrogate established assumptions, identify theoretical blind spots and reconceptualise foundational constructs. She is especially drawn to deep, philosophically informed research that challenges dominant paradigms and develops alternative ways of understanding familiar phenomena. Alongside this conceptual expertise, she is also experienced in both qualitative and quantitative methods.