Research | NIM

Our Goal

At the NIM, we aim to understand how and why consumers are behaving, deciding, perceiving value, as well as how they are affected by new technologies (e.g., Artificial Intelligence), societal trends (e.g., sustainability or innovations), and through applications of behavioral science. Therefore, we conduct academic research by applying a wide range of different methodological approaches and psychological perspectives to shed light on consumers’ behavior.

Additionally, we also explore micro- and marco-economic effects on the market and society as a whole. Due to its positioning at the intersection between industry and academia, the NIM reveals relevant theoretical as well as practical implications for various stakeholders, such as for companies, policy makers, academia, consumers and society to yield “prosperity for all” in the sense of a socio-ecological market economy.

Further information (Research Agenda)

Research Group Human-Technology Interaction

The research group is exploring how new technologies influence consumer decision-making in a changing market.

Research Group Marketing & Consumer Behavior

The research group is dedicated to understanding consumer decisions at the point of sale, particularly in light of growing sustainability awareness and the integration of digital and virtual environments into retail.

Research Group Cognition & Behavior

The research group investigates consumer behavior in the context of information asymmetry, information scarcity, and limited cognitive capacity.

Research Advisory Board

The Research Advisory Board advises the Executive Board on NIM’s research strategy and research agenda. It is made up of distinguished academics from leading institutions and different academic disciplines.

Research and Cooperation Partners

NIM fosters active dialog and cooperation with experts from science and practice, innovators, think tanks and start-ups both in Germany and throughout the world.

Publications and Knowledge Transfer

NIM publishes its research results in professional journals and its own scientific series.