NIM INSIGHTS Research Magazin

NIM INSIGHTS Research Magazin VOL. 7

How do we decide what to buy—and why? This seemingly simple question lies at the heart of a rapidly evolving field of research exploring the forces shaping modern consumer behavior. In this issue of the NIM INSIGHTS, we highlight three powerful drivers of change: emerging technologies, future trends, and the growing push for sustainability.

How do shopping companions influence purchase decisions—and do they at all? How do consumers respond to AI-generated books? Will generative AI transform the way consumers make decisions, or will ChatGPT and similar technologies just be a passing fad? Our latest research takes a closer look at the impact of new technologies, considering their potential and risks.

The “Future and Trends” section takes us into immersive shopping environments and examines the effect of virtual reality on purchasing behavior. Can new hand- and eye-tracking technologies boost consumer spending and transform virtual shopping behavior? Overall, we conclude that immersive technology isn’t just tech for tech’s sake—it has tangible effects on consumer decisions. In the article "VR Shall See" we explain what this means for companies.

Finally, the issue turns to one of the most pressing global concerns: sustainability. Here, we share our thoughts on the phenomenon of surveys often overestimating the market potential of sustainable alternatives. And we provide an answer to the question of whether German consumers care about sustainability.

Topics in the “Studies” section include the market potential of department stores, the opportunities and challenges of electric vehicles, consumer attitudes toward heat pumps, and the latest insights on consumer sentiment.

Lastly, we introduce the members of the NIM Research Advisory Board. The board is made up of distinguished academics from leading institutions. It played a crucial role in establishing the strategic guidelines of our future research priorities. We share details in the "Outlook".

We hope you enjoy an insightful and thought-provoking read.

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Issue Contents

Friend vs. Sales Assistant

How does the communication style of a digital sales assistant impact consumer decision making?

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Comfort with Social Robots in the Pre-interaction Phase

Diese Studie untersucht, wie proaktive vs. passive soziale Roboter Gefühle und Verhalten von Konsumenten beeinflussen.

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Consumer Response to AI-Generated Books in a Pressured Market

Wie nehmen Konsumentinnen und Konsumenten KI-generierte Bücher war?

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How Generative AI is Transforming Consumer Decision-making

Are we making better or worse decisions? How quickly are we deciding, and are we fact-checking less as we trust AI more?

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How Sponsored Sontent Affects Consumer Decisions in AI-Powered Retail

Die Studie untersucht die Wirkung von Retail Media in Interaktionen mit digitalen Verkaufsassistenten auf Kaufentscheidungen.

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How Decision-Making Roles and Time Pressure Shape the Success of Product Innovation

Wie beeinflusst Rolle von Innovationsmanagern deren Bewertung und Auswahl innovativer Ideen?

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VR Shall See

Untersuchung der Auswirkungen von Immersion auf Verbraucherentscheidungen am Point of Sale in virtuellen Umgebungen

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Transparency Without Trust

How can marketers build trust and unlock AI’s potential?

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Do German Consumers Care About Sustainability?

Are we making better or worse decisions? How quickly are we deciding, and are we fact-checking less as we trust AI more?

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Good Deeds or Good Deals?

The market share of sustainable alternatives often lags miles behind suppliers’ expectations.

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Can Information About Carbon Footprints Backfire?

Can Information About Carbon Footprints Backfire? Investigating Consumers’ Feelings, Thoughts, and Decisions

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Toward Greener Choices

Providing the carbon footprint of a dish can reduce the carbon emissions among environmentally concerned consumers.

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How to Empower Consumers to Accurately Evaluate the Sustainability of Food Products

Sustainability labels aim to guide consumer choices—but do they actually help?

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Being Subtle: How Implicit Packaging Cues Affect Consumers’ Sustainability and Quality Perceptions

Can sustainable packaging boost product quality perceptions?

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Do You Know The True Cost of Your Groceries?

Are food prices telling the full story?

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Branding in the Circular Economy

Recent experimental data suggests that branding is unable to close the trust gap afflicting circular fashion.

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Promoting Sufficiency

Do personal appeals support green demarketing?

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Opportunity or Illusion?

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The Impact of Generative AI Shopping Assistants on Consumer Decision-Making

This study empirically investigates the effects of GenAI-based shopping assistants on consumers in online shops.

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What Drives Optimism (or Fear) About Technology?

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Why Cuteness Converts

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Substitute and Complementary Recommendations in E-Commerce

Wie beeinflussen Ersatz- und Komplementärempfehlungen den Kauf von Produkten?

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