Institute for
Marketing & Consumer Research Hauptmenü öffnen

Forschung

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We are uniquely positioned for interdisciplinary research. Our team is composed of psychologists and marketers who are able to provide different perspectives on a diverse set of phenomena.

We take inspiration from consumers, strive for relevance by focusing on issues that are relevant to our stakeholders and involve our stakeholders in the knowledge generation process.

Our research areas are mainly divided into the following areas:

The Experience of Ownership

The Experience of Ownership

The experience of ownership is fundamental to human behavior. We draw on ownership to understand how consumers feel about and interact with all kinds of goods and how they behave with each other.

Consumers in a Digitalized World

Consumers in a Digitalized World

Many human behaviors have become assisted and shaped by digitalization. We investigate how digitalization shapes human beings and their behaviors.

Sources of value and emergent market practices

Sources of Value and Emergent Market Practices

Studying human beings in their roles as consumers means to think about what they really value and how other stakeholders such as companies, policy makers, or society at large can provide that.

Responsible and reflective consumption

Responsible and Reflective Consumption

We live in an age of ecological, economic and societal challenges. We study how we can re-think the way we consume.