Institut für Digital Marketing & Behavioral Insights

Institut für Digital Marketing & Behavioral InsightsRSS

Unser Mission Statement

Der digitale Fortschritt sorgt für einen stetigen Wandel in der Art und Weise, wie Verbraucher miteinander und mit Unternehmen interagieren.

Als Forschungsinstitut beschäftigen wir uns mit Forschungsfragen an der Schnittstelle zwischen Technologietrends und Konsumentenverhalten und setzen dabei eine Vielzahl unterschiedlicher Forschungsmethoden ein. Konkret untersuchen wir die Auswirkungen digitaler Trends auf Kaufentscheidungen, Verhalten in den sozialen Medien und moralisches Verhalten in der digitalen Sphäre.

In Lehre und Forschung suchen wir aktiv den Austausch und die Zusammenarbeit mit der Marketingpraxis. Unser Ziel ist es, neues Marketingwissen auf höchstem Niveau zu schaffen und im Hörsaal gewinnend zu vermitteln.

Unsere Forschung

Poster_Brand_Selfies

Hartmann, J., Heitmann, M., Schamp, C. und Netzer, O. (2021). The power of brand selfies in consumer-generated brand images. Journal of Marketing Research. 58 (6),1159-1177. https://doi.org/10.1177/00222437211037258

News

Günther Hitsch

Research Talk by Günther Hitsch, University of Chicago Booth School of Business (US)

We had the opportunity to welcome Prof. Günther Hitsch, the Kilts Family Professor of Marketing at the University of Chicago Booth School of Business as another visiting scholar in our Research…

Lan Luo

Research Talk by Lan Luo, University of Southern California (US)

As our latest guest in our Research Seminar Series, we welcomed Lan Luo from the Marshall School of Business, University of Southern California (US). She shared her recent work on the role of profile…

Anne Klesse

Research Talk by Anne Kathrin Klesse, Erasmus University Rotterdam (NL)

As part of our Research Seminar series, we had the pleasure of welcoming Dr. Anne Klesse from the Rotterdam School of Management (RSM), Erasmus University Rotterdam. As part of her work on the impact…

Dr. Pascal Güntürkün

Pascal Güntürkün gives a talk in our Marketing Colloquium Series

Pascal Güntürkün, our newly tenured professor, was the second guest in the Research Colloquium. He presented his and his co-authors work on how providing blood donors with feedback and personalized…

Ayelet Isreali

Research Talk by Ayelet Israeli, Harvard University (US)

Prof. Ayelet Israeli from Harvard University (US) was our second guest in the Research Seminar Series this semester. She presented her work on “BEAT Unintended Bias in Personalized Policies”. …