Institut für Digital Marketing & Behavioral Insights

Selected ongoing research projects

Ethical purchasing decisions of consumers

“How to Do Well by Doing Good: A Meta-Analysis of the Effectiveness of Cause-Related Marketing”, together with Robin Katzenstein, University of Hamburg and Tammo Bijmolt, University of Groningen, revision of manuscript (3rd round)

“The Impact of Cause-Related Marketing Promotions on Brand Sales and NGO Donations”, together with Mark Heitmann, University of Hamburg, Yuri Peers, University of Amsterdam, and Peter Leeflang, University of Groningen, revision of manuscript (2nd round), Aimark Grant, in cooperation with Lebensmittelzeitung

Moral consumer behavior in the digital sphere

“The Optimal Pre-Commitment Incentive as Part of a Company’s Pricing Structure”, together with Katja Berger, University of Hamburg and Klaus Wertenbroch, INSEAD, manuscript preparation.

Virality of text and images in social media

“Accuracy of Sentiment Analysis: Meta-Analysis and Best Practice”, together with Christian Siebert, Jochen Hartmann, and Mark Heitmann, University of Hamburg, working paper.

“Bushfire mitigation: How brand-related effects drive the virality of negative Word-of-Mouth”, together with Caroline Kichler, Vienna University of Economics and Business, Jochen Hartmann, University of Hamburg, working paper.