Institut für Digital Marketing & Behavioral Insights

Research

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 ranging from behavioral experiments, meta-analysis, secondary data analysis to machine learning applications in text classification and image recognition.

Specifically, we investigate the impact of ethical purchase behavior, consumer decision making on social media, and consumer well-being and moral behavior in the digital sphere.

Our Institute's research is published in leading marketing journals such as the Journal of Marketing Research, the International Journal of Research in Marketing, and the Journal of the Association of Marketing Science.