Featured Current Projects
What influences brand choices of young consumers?
Manufacturer brands are in strong competition with private labels. Especially, when moving in the first own household the brand choice matters. The aim of this project was to find out what influences brand choices of 520 young consumers.
How packaging materials influences product perception.
How does the packaging material of certain food products affect consumers’ perception of this very product? In a multi-methodological project we examined the impact of glass jars, plastic jars and plastic pouches on the recipients’ responses towards this product.
The effect of object weight and size on psychological ownership.
Perceived (physical) control over certain objects has often been theorized to be an important aspect in determining the magnitude of perceived ownership and the association between the object and the self. In several investigations we seek to find empirical evidence for this assumption by experimentally altering objects’ physical properties.
Upcycling – the sustainable way of consumption
Upcycling has emerged as a recent phenomenon that seeks to convert waste or otherwise useless materials into innovative and superior products. Consumer attitudes and behaviors towards this new trend, however, are largely unknown. Within the scope of multiple quantitative and qualitative studies, we therefore assessed consumers’ perceptions of different product labels such as second hand vs. vintage vs. upcycling, their willingness to pay for upcycling products, important purchasing motives, as well as product category fit.
Sensory marketing: Communicating through smell
Although often neglected, the sense of smell is one of the most powerful senses, as it is the only sense that it is directly hardwired with our brains. This project explores whether and how the scent in advertising could affect consumer attitudes and behavior.
Psychological ownership on the willingness to share
In the context of sharing an object/ good with other people or within social groups, perceived psychological ownership could have different effects. One goal of this research project is to analyze if psychological ownership has an influence on the willingness to share and if there are structural differences of the influence concerning the enabling and inhibiting factors to share.
Charitable giving: Psychological determinants of valuations
Charitable giving is the primary source of funding for non-profit organizations, yet why and when people donate money is still not well understood. In fact, the reasons for giving are multifaceted and multi-determined. This project explores these different facets and seeks to provide answers to questions regarding scope insensitivity and valuations of lives, the role of emotions, and information processing underlying charitable giving.
Instigating pro-environmental behaviors
The literature on potential drivers of an individual’s pro-environmental behavior is vast but often lacks of predictability. Within this research project, we apply the theory of psychological ownership to this research area and try to bridge the gap between intention and action by making the environment more important for the individual self.
Rewards in crowdfunding: A social approval perspective
Recognition has been a common strategy to motivate and incentivize charitable giving for a long time. In reward-based crowdfunding, project initiators have adopted this approach and frequently reward their supporters with public or private recognition, either independently or in addition to other material or immaterial perks. This multi-study project seeks to explore the psychological effects of recognition on crowdfunding behavior and investigates the moderating role of social influence on supporters’ attitudes and decisions.