Research

Our research is dedicated to advancing the understanding of sustainable consumer and customer behavior in a rapidly evolving digital landscape. We explore the cognitive processes that shape consumer judgments and decisions and the opportunities and challenges posed by emerging technologies such as social media and artificial intelligence, examining their impact on branding, B2B sales, and the online customer journey through automation and individualization. This includes exploring how biases affect the perception of numerical information, like prices, as well as the influence of emotions and social environments on consumption decisions. We also investigate the growing role of wearables, voice shopping and personas in modern marketing strategies.

To achieve our goals, we utilize cutting-edge empirical methods, including machine learning, and AI, but also new data sources, like physiological measures, alongside controlled behavioral experiments. We also focus on strategies for marketing and commercializing emerging technologies, aiming to maximize their societal and economic benefits.

By integrating diverse perspectives and approaches, we generate valuable insights that empower businesses, policymakers, and society to navigate the future of digital transformation effectively and sustainably. 

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