This research area deals with the needs, motives and decision-making behaviour in buying, selling and consumption processes from different perspectives.
Our research is characterised by its interdisciplinarity at the interface between marketing, sensory science and psychology and is closely linked to practice. We continuously address current social and ecological challenges, such as the reduction of consumption barriers for conscious and climate-friendly products.
We perform research and development in the following topics:
- Marketing, Sensory Science & Consumer Behaviour (effects of sensory processes on cognitive, emotional and behavioural consumer responses and implications for development, positioning and marketing of products, use of marketing for conscious and sustainable consumption)
- Emerging Research Methods & Consumer Modelling (apparative and innovative methods of research and behavioural modelling)
- Sales Psychology (decisions of people in conversations, training of sales techniques and sales behaviour)
- Traditional, non-traditional and digital (marketing) communication (communication and interaction of companies and consumers via different communication tools)
Infrastructure:
- Neuromarketing Lab with EEG (brain wave measurement), EMG (muscle action potential measurement), EDA (skin conductance measurement) and IRT (implicit reaction time tests)
- Sensory lab with tasting table, computerised test cabins, fully equipped preparation kitchen, test and customer room and cameras for observation purposes
- E-commerce lab with eye tracking station, product photography area, podcast setting and virtual reality room
- Science Labs and focus group rooms: Lab and observation rooms with Venetian mirror and mobile partition wall as well as tribune for observers
