This project addresses, on the one hand, the question of which (advertising) information contributes to stimulating curiosity. On the other hand, we examine what effects this stimulated curiosity has on further consumer behavior. The focus here is on its effect on evaluative processes in consumers.

A subproject deals with the effect of curiosity on the evaluation of brand extensions. Based on theoretical foundations, it can be assumed that triggering curiosity stimulates certain cognitive processes that have an important influence on the categorization of new extension products. On this basis, strategies for marketing brand extensions can be developed.

Multilingual product communication

Many product packaging and much corporate product communication contain information in different languages. Information in foreign languages can, among other things, be interpreted by consumers as an indication of a foreign destination country of the product. Drawing on research on the country-of-origin effect, we examine what effects such a destination-country cue has on consumer judgments. In addition, languages can trigger associative effects that influence product evaluation. These effects can occur independently of whether the language is understood. If communication takes place in a foreign language that the consumer understands, the fact that the information is processed in a foreign language (as opposed to the native language) can affect the resulting consumer judgments and decisions

How does communicating brand age work?

Many brands communicate the year they were founded as part of their brand identity. While older brands such as Lindt use references like “Master Swiss Chocolatier Since 1845” to highlight their tradition and long-standing expertise, it is increasingly common in practice that young and innovative brands also communicate their age, e.g., the bookstore Leseinsel with “since 2017.” We examine what effects communicating brand age has on consumers.

Co-Fresh - "CO-creating sustainable and competitive FRuits and vEgetableS' value cHains in Europe"

The main objective of this EU-funded Horizon 2020 project is to (re)design and pilot innovative systemic approaches to agri-food value chains to scale up this innovation at the European level. These innovative approaches will improve the economic, social and environmental performance/efficiency of these value chains, through smart integration of technological, social, organisational, managerial and institutional innovations; all of which serve to make them more sustainable.

The role of the Chair of Marketing & Consumer Behavior in the project is to assess the consumer side of the market. We analyse consumer perceptions and their acceptance of sustainable food-related innovations. We also investigate measures, such as communication plans, that help to increase consumers' acceptance.

More information about the project can be found here: co-fresh.eu