She obtained her Ph.D. at Maastricht University, the Netherlands, which focused on consumer evaluations of mobile service innovations. Mirella combines research, teaching and marketing consulting. Her current research interests include adoption versus resistance toward innovation, interactive media (including mobile), customer experience and more recently health marketing. Her work has been published in several academic journals, among them Journal of Interactive Marketing, International Journal of Management Reviews, Journal of Retailing, Journal of Services Research, and Journal of Economic Psychology.