Research
Projects Overview
You can filter the research projects by topic, contact person and year.
Behavioral Science
2024
How do carbon footprints affect our decisions?
Does information on carbon footprints lead to more sustainable decisions or might this approach even backfire?
New Technologies
ChatGPT in Consumer Decision-Making
This study investigates the influence of GenAI on consumers' information search and retrieval processes in purchase decisions.
Social Trends
Generative AI in Marketing
What is the reality behind the hype? How is generative AI actually being used in marketing and what are the implications for marketers?
Consumer Perception and Acceptance of Novel Food Technologies for More Sustainable Consumption
In this project, we are examining consumer choices by looking at the example of animal-free dairy products made by precision fermentation
2023
The Human Factor in Virtual Influence
Brands often select human-like virtual characters because they are believed to foster a stronger bond of trust with consumers, potentially i
AI at the Point of Sale
This research aims to shed light on consumer preferences for interacting with digital sales assistants in physical retail settings.
Purpose Through the Digital Lens
How are online visibility and the perception of brand purpose related?
Shopping Companions
What does the ideal digital shopping companion look like from the consumers' perspective?
Decision support at the point of sale through social robots
How can recommendation systems be designed with social robots in a way that they are perceived as useful by customers?
Emotional vs Rational Robot Shopping Assistants
This projects studies how interactions with a social robot, designed to emulate human shopping assistants, impact consumer decisions.
Digital Nudges for Sustainable Online Shopping
This project explores how product presentation such as filters, sorting, and sponsored content impact shopper's choices.
Sustainable brands, sustainable purchases?
Given the flood of sustainability claims and labels, the question therefore arises: When does sustainability actually reach customers and
Maybe Compensations
Some consumers are unwilling to pay the price premium for carbon compensations. We test a novel nudge to reduce costs to consumers.
How much is the (labelled) pig?
Scope of the project is to examine the willingness to pay of consumers for pork marked by the planned german animal husbandry labelling.
Marketing in the Metaverse
The vision for the future of the Internet is metaverses – virtual, immersive worlds instead of websites. What does this mean for marketing?
Value Contribution of Strategic Foresight Methods for Market-Related Corporate Decisions
Strategic foresight aims at creating a competitive advantage by identifying trends and understanding their impact on the company, its ...