The Marketing & Consumer Behavior research group examines how marketing activities and market environments shape consumers’ perceptions, evaluations, and decisions. Our research focuses on the cognitive, emotional, and social mechanisms through which communications, brands, products, prices, and digital touchpoints influence consumer behavior.
Particular attention is given to how artificial intelligence, digital platforms, and virtual environments are transforming consumer decision making, as well as to questions of trust, transparency, and responsible design of communications. Drawing on behavioral theory and rigorous empirical methods, we investigate why marketing activities succeed or fail, for which consumers they are most relevant, and under which conditions they create lasting effects for consumers, firms, and markets.
