Viktoria Rachwol joined the Institute for Digital Marketing & Behavioral Insights in June 2025 as a Research and Teaching Associate and PhD student. She obtained her M.Sc. in Psychology with a focus on Organizational Behavior and Adaptive Cognition from the University of Heidelberg. Additionally, she holds a B.Sc. in Psychology from Ulm University and a B.A. in Culture and Technology with a specialization in Philosophy from Technical University of Berlin. During her studies, she developed a keen interest in researching moral behavior and creativity.

In her research, Viktoria investigates the ethical dimensions of digital spaces to gain a deeper understanding of moral implications at the intersection of technological trends and consumer behavior. With her research, she aims to promote the design of digital environments that are centered around humans and their well-being.