Research Areas

Our research activities focus on issues in consumer goods marketing and consumer behavior. Methodologically, we primarily use quantitative empirical approaches and often follow an experimental approach.

Our research focuses are divided into the following three thematic areas, which are not mutually exclusive but help to classify our research topics:

(Examples of current projects can be found here.)

Consumer Behavior

Key areas in consumer behavior research include human information processing and consumer decision-making. A fundamental understanding of consumer needs is essential for explaining these processes. Research in this field often builds on psychological foundations.

Advertising Effectiveness Research

Advertising effectiveness research examines whether and how information communicated by companies to actual or potential customers is perceived and how it influences recipients’ experiences and behavior. It also allows us to assess whether the advertising effects achieved correspond to the advertiser’s objectives.

Brand Effects and Brand Management

Topics in this area include, for example, how brands affect consumers and how they are perceived by them. Another focus is on how consumers communicate their affiliation with brands through ownership and use. From a management perspective, key questions include how brands should be built, managed, and strategically developed in order to remain attractive and competitive in the market. It is also important to understand and influence what brands are able to signal to consumers.