Institut für Digital Marketing & Behavioral Insights

Research Area

All her research projects share the notion of addressing a relevant trend in consumer decision-making with a broad range of different, cutting-edge research methods. Trained as social psychologist, at the core of her research are behavioral experiments. However, she also employs meta-analytical studies, secondary data research, and machine learning methods. Given her prior work experience for a top-management consulting company, her research projects are practice driven, often in cooperation with both startups and multinational companies.

In the following, you will find more details about her research:

Ethnic consumer buying behaviour

Moral consumerism in the digital sphere

Virality of texts and images in social media