Understanding Changing Consumer Decisions at the Point of Sale

In the dynamic landscape of consumer markets, the point of sale (POS) remains a critical juncture where purchase decisions are made. These decisions determine the commercial success of products and services and also reflect deeper societal trends and individual values. This research program is dedicated to understanding consumer decisions at the POS, particularly as they evolve in light of growing sustainability awareness and the integration of digital and virtual environments into everyday commerce. Gaining insight into these important market trends is critical to developing marketing activities, consumer information and regulations that reflect today's consumer ethics and marketplace realities.

Projects

2024

What is the reality behind the hype? How is generative AI actually being used in marketing and what are the implications for marketers?

2024

In this project, we are examining consumer choices by looking at the example of animal-free dairy products made by precision fermentation

2023

Given the flood of sustainability claims and labels, the question therefore arises: When does sustainability actually reach customers and

[Translate to English:] Women headset metaverse

2023

The vision for the future of the Internet is metaverses – virtual, immersive worlds instead of websites. What does this mean for marketing?

2023

Strategic foresight aims at creating a competitive advantage by identifying trends and understanding their impact on the company, its ...

2022

What value can strategic foresight create? And what is the difference between an organization that uses foresight effectively and one that …

2022

Chatbots are supposed to help consumers and give decision support. Their design and behavior becomes more and more human-like.

2021

By using new insights and algorithms in natural language processing and machine learning, we will summarize trends from over 100 selected