Research

Research topic "New Technologies"

Consumer Decision Making in a World of Digital Tech and AI

As new technologies emerge, they may fundamentally alter the foundation of market information and consumer decision-making. Advanced systems like generative AI can synthesize vast amounts of data, create personalized content, and even mimic human behaviors, but also come with the risk of misinformation, market distortions, and digital oligopolies. It is crucial to understand how these developments affect consumer decision making in the evolving marketplace. While new technologies could empower consumers to process information in more sophisticated ways, the impact of these new technologies on consumer decision making is still obscure. New media, products and services emerge from these technologies and a multitude of personalized information can be generated at large scale easily by every player in the market. This might lead to the erosion of a formerly reliable source of information and cause high insecurity and confusion among consumers. Moreover, as these technologies become more advanced and exhibit human-like social behaviors, they are shaping new social relationships with users. The impact of these evolving interactions on consumer decision-making is still a developing area of understanding.

Contact

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Dr. Carolin Kaiser

Head of Artificial Intelligence

Projects

2024

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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2024

ChatGPT in Consumer Decision-Making

This study investigates the influence of GenAI on consumers' information search and retrieval processes in purchase decisions.

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2024

Generative AI in Marketing

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

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2023

The Human Factor in Virtual Influence

Brands often select human-like virtual characters because they are believed to foster a stronger bond of trust with consumers, potentially i

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2023

AI at the Point of Sale

This research aims to shed light on consumer preferences for interacting with digital sales assistants in physical retail settings.

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2023

Purpose Through the Digital Lens

How are online visibility and the perception of brand purpose related?

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2023

Shopping Companions

What does the ideal digital shopping companion look like from the consumers' perspective?

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2023

Decision support at the point of sale through social robots

How can recommendation systems be designed with social robots in a way that they are perceived as useful by customers?

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2023

Emotional vs Rational Robot Shopping Assistants

This projects studies how interactions with a social robot, designed to emulate human shopping assistants, impact consumer decisions.

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2023

Digital Nudges for Sustainable Online Shopping

This project explores how product presentation such as filters, sorting, and sponsored content impact shopper's choices.

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2022

The Role of AI in Strategic Marketing Decision-Making

The potential of AI for more efficient and effective business decisions seems huge. While many operational marketing tasks are already automated, the challenging question arises how humans and intelligent machines may collaborate to improve their marketing decision-making on a strategic level.

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2022

One Strike and I'm Out

Artificial intelligence and intelligent algorithms are increasingly able to assist or even take over tasks from human decision makers.

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2022

There's Fair and there's Fair – Interaction Between Humans and Machines

Nowadays, offers like price qoutes or settlement offers are quite often made by an algorithm rather than a human. But do humans perceive ...

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2022

Trust: How Does Eye Contact Influence the Relationship Between Humans and Robots in Purchase Decisions?

The impact of robo-advisors' anthropomorphism and attention cues on consumer trust and investment decisions.

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2021

Causality in Business-Analytics and Mental Models

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2021

Artificial Voices in Human Choices

The aim of our research project is to analyze the influence of the tone of artificial voices on consumer decisions.

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2019

Gaining Marketing Knowledge from Social Media Images

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2019

Automatic Image Analysis in Social Media

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2019

Mobile Detection of Visual Brand Touchpoints

To enable recording of visual brand contacts across media boundaries, René Schallner and Dr. Carolin Kaiser are developing ...

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2018

Virtual Reality as Shopping Environment

Virtual reality enables a high degree of experimental control over product representations and shelf design. Augmented reality opens up new ways of supporting purchasing decisions. We are investigating these possibilities in a collaborative project with the Karlsruhe Institute of Technology.

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