Projects Overview

ChatGPT in Consumer Decision-Making

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

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?

Consumer Perception and Acceptance of Novel Food Technologies for More Sustainable Consumption

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

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

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.

Purpose Through the Digital Lens

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

Shopping Companions

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

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?

Emotional vs Rational Robot Shopping Assistants

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

Digital Nudges for Sustainable Online Shopping

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

Sustainable brands, sustainable purchases?

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

Maybe Compensations

Some consumers are unwilling to pay the price premium for carbon compensations. We test a novel nudge to reduce costs to consumers.

How much is the (labelled) pig?

Scope of the project is to examine the willingness to pay of consumers for pork marked by the planned german animal husbandry labelling.

Marketing in the Metaverse

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

Value Contribution of Strategic Foresight Methods for Market-Related Corporate Decisions

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

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.