NIM INSIGHTS Research Magazin
NIM INSIGHTS Research Magazin VOL. 7
How do we decide what to buy—and why? This seemingly simple question lies at the heart of a rapidly evolving field of research exploring the forces shaping modern consumer behavior. In this issue of the NIM INSIGHTS, we highlight three powerful drivers of change: emerging technologies, future trends, and the growing push for sustainability.
How do shopping companions influence purchase decisions—and do they at all? How do consumers respond to AI-generated books? Will generative AI transform the way consumers make decisions, or will ChatGPT and similar technologies just be a passing fad? Our latest research takes a closer look at the impact of new technologies, considering their potential and risks.
The “Future and Trends” section takes us into immersive shopping environments and examines the effect of virtual reality on purchasing behavior. Can new hand- and eye-tracking technologies boost consumer spending and transform virtual shopping behavior? Overall, we conclude that immersive technology isn’t just tech for tech’s sake—it has tangible effects on consumer decisions. In the article "VR Shall See" we explain what this means for companies.
Finally, the issue turns to one of the most pressing global concerns: sustainability. Here, we share our thoughts on the phenomenon of surveys often overestimating the market potential of sustainable alternatives. And we provide an answer to the question of whether German consumers care about sustainability.
Topics in the “Studies” section include the market potential of department stores, the opportunities and challenges of electric vehicles, consumer attitudes toward heat pumps, and the latest insights on consumer sentiment.
Lastly, we introduce the members of the NIM Research Advisory Board. The board is made up of distinguished academics from leading institutions. It played a crucial role in establishing the strategic guidelines of our future research priorities. We share details in the "Outlook".
We hope you enjoy an insightful and thought-provoking read.
