Chair of Marketing and Consumer Behavior

Main Research Areas

The research of the Chair of Marketing and Consumer Behavior, focusses on the fields of consumer behavior and research methodology, especially in food marketing and statistical methods.

Consumer Behavior

  • Price Effects
  • Product and Brand Choice
  • Consumer Experience and Brand Preference
  • Product Recommendations
  • Formation of Motivation, Preference and Loyalty


Food Marketing

  • Influencing Factors on Food Choices
  • Influence of Nutrition Labeling on Food Choices
  • Ethical Labels
  • Barriers to Self-Regulation


Statistical Methods

  • Application of Non-Parametric and Semi-Parametric Models in Marketing
  • Application of Spatial Statistics to Marketing Problems
  • Discrete Choice Modelling
  • Hierarchical Bayes and Consumer Heterogeneity
  • Marketing-Mix Models for FMCG
  • Market Basket Analysis