Luca Held has been part of the Institute for Digital Marketing & Behavioral Insights since October 2023, working as a Research and Teaching Associate and pursuing his PhD. He holds an M.Sc. in Marketing with a focus on “Marketing for a Better World” from WU, as well as a B.Sc. in Marketing from Queen Mary University of London. During his studies, he developed a strong interest in understanding and promoting prosocial consumer behavior.

In his research, Luca explores the drivers behind ethical, moral, and prosocial consumer behavior, including charitable donations, to better understand when and why people choose to help others. His work aims to equip prosocial and nonprofit-oriented organizations with evidence-based guidance on designing, framing, and communicating their initiatives for maximum positive impact. Current research projects address topics such as the framing of donation campaigns.