Setar Lytle, PhD Candidate
Setar Lytle
MarketING Scholar
Dedicated scholar studying how people and technology shape one another
Setar Lytle, PhD Candidate
Setar Lytle is a Ph.D. candidate in Marketing at Old Dominion University’s Strome College of Business. Her research examines how emerging technologies shape consumer behaviour and organizational decision making. Drawing on an interdisciplinary background, she studies the implications of AI for consumers, firms, and market systems, with the goal of producing theoretically meaningful and managerially relevant insights.
Her scholarship is methodologically expansive, drawing on computational social science and an analytical toolkit that includes machine learning, natural language processing, computational text analysis, advanced statistical modeling, and mixed-method research. She applies these approaches to theoretically driven questions across consumer and organizational settings.
After earning bachelor’s and master’s degrees in engineering, Setar served as a research assistant at Texas A&M University before beginning her doctoral studies in marketing at Old Dominion University. Her engineering training and experience in mathematical modeling and optimization provide a strong analytical foundation for her interdisciplinary research.