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AI is increasingly being used in market research. But can it actually simulate real people in surveys?
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Wie nehmen Konsumentinnen und Konsumenten KI-generierte Bücher war?
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This study examines how proactive vs. passive social robots influence consumers' feelings and behavior.
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How does the communication style of a digital sales assistant impact consumer decision making?
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Wie beeinflussen Ersatz- und Komplementärempfehlungen den Kauf von Produkten?
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This study examines the impact of Retail Media in interactions with digital sales assistants on purchasing decisions.
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Does consumers’ trust in sustainability claims bridge the attitude-behavior gap?
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Does a fit of message, image and consumer's regulatory focus increas pro-environmental market decisions?
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How does innovation managers' role influence their evaluation and selection of innovative ideas?
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This study empirically investigates the effects of GenAI-based shopping assistants on consumers in online shops.
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Does information on carbon footprints lead to more sustainable decisions or might this approach even backfire?
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This study investigates the influence of GenAI on consumers' information search and retrieval processes in purchase decisions.
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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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In this project, we are examining consumer choices by looking at the example of animal-free dairy products made by precision fermentation
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