Institut für Digital Marketing & Behavioral Insights

Institute for Digital Marketing & Behavioral InsightsRSS

Our Mission Statement

Digital advancements are driving constant change in the way consumers interact with each other and with businesses.

As research institute, we address research questions at the intersection between technology trends and consumer behavior, employing a multitude of different research methods. Specifically, we investigate the impact of digital trends on purchase decisions, social media reactions, and moral behavior in the digital sphere.

In teaching and research, we actively seek exchange and cooperation with marketing practice. Our goal is to create new marketing knowledge at the highest level and to convey it winningly in the lecture hall.

Our Research


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.


[Translate to English:] 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…

[Translate to English:] 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…

[Translate to English:] 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…

[Translate to English:] 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…

[Translate to English:] 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”. …