Marketing & Consumer Behavior

This project takes a holistic view of how AI reshapes customer interactions across the entire Customer Journey.

How do consumers respond when they learn that an advertisement was created with AI?

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

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

Exploring global consumer attitudes toward AI-generated marketing content.

Investigating the effects of immersion on consumer decisions at the point of sale in virtual environments.

Can digital technologies help consumers take purchase decisions more in line with their green attitudes?

Why doesn't green consumer sentiment lead to greener purchases?

What is the reality behind the hype? How is generative AI actually being used in marketing and what are the implications for marketers?

In this project, we are examining consumer choices by looking at the example of animal-free dairy products made by precision fermentation

Given the flood of sustainability claims and labels, the question therefore arises: When does sustainability actually reach customers and

The vision for the future of the Internet is metaverses – virtual, immersive worlds instead of websites. What does this mean for marketing?

Strategic foresight aims at creating a competitive advantage by identifying trends and understanding their impact on the company, its ...

What value can strategic foresight create? And what is the difference between an organization that uses foresight effectively and one that …

Chatbots are supposed to help consumers and give decision support. Their design and behavior becomes more and more human-like.

By using new insights and algorithms in natural language processing and machine learning, we will summarize trends from over 100 selected