Research – for Better Decisions in Markets

At the interface between science and practice, we examine, as a non-profit institute, how decisions of consumers and company decision-makers change in the face of new technological and social trends – and what the resulting impacts are. From our research, we generate new and relevant insights into how people can make better decisions in markets.

Research Topics

We do research to understand how people can make better decisions in markets.

Smart Machines

Human Decision-Making in a World of Smart Machines

Whether visible or invisible in the background, smart machines are taking on more and more tasks and thus also gaining influence. How does interaction with smart machines affect decisions and their quality?

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Sustainability in Market Decision-Making

In the face of many new challenges, more and more stakeholders are articulating the need for companies and their brands to have a positive impact on society and the environment. But how do markets function with a "purpose beyond profit"?

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Better Decision-Making in Markets – Understanding and Improving Decision Processes

In the last decade, the available information about markets and products has multiplied. This can help with the decision-making process, but also carries the risk of systematic wrong decisions.

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Emotions in Marketing

Emotions, Affect and Decision-Making

In today's sensory overload, emotions act as indicators of personal relevance. So the growing interest in the topic of emotions is not surprising. For companies, it is important to know with which emotions consumers react to advertising or products.

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Brand Touchpoints

Digital Brand Touchpoints and Consumption Behavior

Whether on social media, in VR or via smart glasses – touchpoints with brands are increasingly taking place digitally. How does this change brand touchpoints, and how does it influence brand perception and consumer behavior?

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All Research Projects

Examples of our research questions

  • How does the interaction with smart machines impact the market decisions of both consumers and management decision-makers?
  • How are consumers’ purchase decisions impacted by their values, motives, and the perception of the purpose of companies and brands?
  • How do consumers and managers make decisions and how can systematic failures be identified and overcome?

Click here for an overview of all research projects.

NIM Market Decision Lab Network

The NIM Market Decision Lab Network is a network consisting of three experimental laboratories: A mobile experimental lab in Nuremberg and the two labs abroad that are jointly established with the University of Pretoria, and the Business School of the Central University of Finance and Economics (CUFE) in Beijing.

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