Research Program

Our empirical research projects in the fields of Innovation and International Marketing are based on interdisciplinary research in the realm of consumer behavior with a focus on behavioral decision making. Based on multivariate analyses of decision-making processes and outcomes, we reach an in-depth understanding of economic actions of both producers and consumers.

Research topics range from the analysis of frugal (often unconsciously emerging) choices in purchase contexts to the complex investigation of the multilevel strategic decisions of organizations. To examine these topics, a variety of empirical methods is used. Thereby, Discrete Choice Experiments (DCEs), Implicit Association Tests (IATs) and Approach Avoidance Tasks (AATs) are implemented and can be easily set up with the Ask Your Brain (AYB) software, developed at the Chair of Marketing and Innovation:

a) (Regular) Consumer Decisions within Social Environments Impulsive Consumption and Behavioral Addiction Attitude Formation by Paid, Earned, and Owned Media Decision-Making Processes at the Point-of-Sale b) (Novel) Decisions for Innovative Products and New Markets Market Perceptions and Product Interpretation Preference Formation and Preference Decisions Marketplace Diversity in B-to-C, C-to-B, and C-to-C contexts c) (Strategic) Decisions in Organizations Innovation & Service Orientation Business Negotiations in International Settings Microfoundations of Dynamic and Intercultural Competencies