Research
Our research deals with the empirical analysis of consumer behavior at the interface of marketing, psychology and economics, with a focus on the topics of sustainability and (digital) consumer experiences.
In particular, questions relating to the interdependencies between marketing practices and consumer behavior are analyzed in order to provide strategic and evidence-based decision-making support for companies and policymakers.
Examples of questions that we investigate include
- What role do prices play in the market success of sustainable food?
- How can nutrition labels be designed to improve decision making?
- What motivational consequences for consumers result from the introduction of new technologies?
The results of our research are published in internationally renowned journals. An overview of the publications can be found in the respective team profiles.
Selected publications in our focus areas are:
Sustainability
Rescue Us All! The Effects of the “Rescued” Claim for Familiar and Unfamiliar Food Ingredients, Food Quality and Preference, 105462 (with F.S. Carneiro, J. Aschemann-Witzel & Y. Boztug), 2025.
Substitution Patterns and Price Response for Plant-Based Meat Alternatives, Proceedings of the National Academy of Sciences, 121 (50), e2319016121 (with D. Guhl & A. Erhard), 2024.
Tasty Or Sustainable? Goal Conflict in Plant-Based Food Choice, Food Quality and Preference, 109, 105237 (with A. Erhard & Y. Boztug), 2024.
Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions, Sustainability, 13 (23), 13271 (with P. Furchheim & A.-M. Straessner), 2021.
(Digital) Consumer Experiences
Competition versus Cooperation: How Technology-Facilitated Social Interdependence Initiates the Self-Improvement Chain, International Journal of Research in Marketing, 38 (2), 472-491 (with T. Wolf, M. Hammerschmidt & W. Weiger), 2021.
Temporary Communitas and Willingness to Return to Events, Journal of Business Research, 92, 329-338 (with T.B. Cornwell, J. Drengner & H. Gaus), 2018.
Selling the Extraordinary in Experiential Retail Stores, Journal of the Association for Consumer Research, 3 (3), 412-424 (with T. Nierobisch, W. Toporowski & T. Dannewald), 2018.
For Myself or Others? How App Service Design Impacts Physical Retail Experience, Proceedings of the International Conference on Information Systems, 39, 1-9 (with I. Beeck & W. Toporowski), 2018.
Research Awards
University of Oregon Office of the Provost Book Publication Award for the textbook Concise Introduction to Sport Marketing (with T.B. Cornwell), 2023.
Best Conceptual Paper Award, Entrepreneurship Division, Academy of Management Meeting, Anaheim, USA for the paper The Motivational Readiness Model of Entrepreneurship (with M. Geissler), 2016.
Best in Conference Paper Award, AMA Winter Marketing Educators’ Conference, Las Vegas, USA for the paper Flow Revisited: Process Conceptualization and Extension to Reactive Consumption Experiences (with J. Drengner & P. Furchheim), 2013.
José Vecíana Best Paper Award der Conference on Research in Entrepreneurship and Small Business (RENT), Maastricht, Netherlands for the paper Entrepreneurial Opportunities and Their Interplay with Entrepreneurial Intention Creation - an Empirical Study (with M. Geissler & C. Zanger), 2010.