Department of Marketing

Dr. Wassili Lasarov

Postdoctoral Researcher

Westring 425, R. 113
Telefon: +49 431 880-3614
Telefax: +49 431 880-3349
lasarov@bwl.uni-kiel.de

Short CV

Dr. Wassili Lasarov, born on 01/01/1987 in Dresden, has been working as a postdoctoral researcher at the Department of Marketing since 2018. He studied Business Administration at TU Dresden from 2006 to 2011. From 2012 to 2014 Dr. Lasarov worked as Global Key Account Manager and Consultant in the international retail panel business of GfK in Nürnberg. From 2014 to 2018, Dr. Lasarov was a research associate at the Institute of Business Administration, esp. Marketing, at Kiel University and received his doctorate in 2018 (summa cum laude). Among others, he participates in the BMBF-funded project iReliefs (FZK 01UT1706A) and focusses in particular on the development of an app for avoiding indirect rebound effects.

Dr. Lasarov has expertise in marketing and consumer behavioral research, especially in the interface area with social psychology, moral psychology and behavioral economics. In particular, his research is focused on moral rationalization processes in sustainable consumer decisions. His research addresses the research fields of moral licensing (Lasarov, Hoffmann, May 2017, Lasarov and Hoffmann 2018), social and intercultural influences (Lasarov et al., 2017) and reciprocal decisions (Lasarov 2018). In addition, Dr. Lasarov studies dynamic mechanisms of action on individuals in consumer boycotts (Lasarov et al., 2016) as well as psychological rebound effects (Hoffmann et al., 2018).

In his research, Dr. Lasarov uses various methods, especially laboratory and field experiments (Lasarov, Hoffmann, May 2017, Lasarov 2018, Hoffmann et al 2018), qualitative and quantitative surveys (Lasarov et al., 2016), large-scale multi-level analyzes (Lasarov et al., 2017) and implicit association tests (Mai et al., 2017) 

 

Employment Records:

From 09/2017                    Postdoctoral Researcher, Kiel University

08/2017 – 11/2017             Visiting Scholar, Grenoble École de Management, France

04/2014 – 08/2017             Doctoral Researcher, Kiel University

08/2012  – 03/2014            Marketing Consultant, Nürnberg, GfK SE Germany

Educational Background:

04/2014 – 04/2018             Kiel University, Ph.D. (business administration)

10/2006 – 12/2011             Technical University of Dresden, Master (business administration)

 

Main Research:

Moral Psychology and Moral Decision Making (e.g., Moral Licensing, Moral Accounting, Moral Rationalization)

Social Psychology (e.g., Social Identity Theory, Social Comparisons, Social Proof, Compliance and Conformity)

Transformative Consumer Research (e.g., Anti-Consumption and Consumption Reduction, Sustainable Consumption, Boycotts and Buycotts)

Cross-cultural Consumer Research (e.g., Cultural Distances, Cross-cultural Comparisons)

Selected Publications (Peer Review)

Lasarov, W. (2020). Im Spannungsfeld zwischen Sicherheit und Freiheit - Eine Analyse zur Akzeptanz der Corona-Warn-App. HMD, online first,DOI .

Hoffmann, S.; Mai, R.; Lasarov, W.; Krause, J.; Schmidt, U. (2019). Hungry bellies have no ears. How and why hunger inhibits sustainable consumption. Ecological Economics, 160, 96-104.

Lasarov, W.; Mai, R.; García de Frutos, N.; Ortega Egea, J. M.; Hoffmann, S. (2019). Counter-arguing as Barriers to Environmentally Motivated Consumption Reduction: A Multi-Country Study, International Journal of Research in Marketing, 36(2), 281-305.

Lasarov, W.; Hoffmann, S. (2018). Social Moral Licensing, Journal of Business Ethics, 1-22.

Mai, R., Hoffmann, S., Lasarov, W., Buhs, A. (2017). Ethical products = less strong: How Explicit and Implicit Reliance on the Lay Theory Affects Consumption Behaviors, Journal of Business Ethics, 1-19.

Selected Publications (Other)

Krüger, T., Lasarov, W., Nibat, I., Mai, R., Trendel, O., and Hoffmann, S. (2020). Extending the animosity model in times of the COVID-19 pandemic: A cross-national validation of the health animosity scale. Faculty of Business, Economics and Social Sciences, MACAU.

Lasarov, W. (2020). Digital Marketing, Wirtschaftswissenschaftliches Studium, (im Erscheinen).

Trabandt, M. and Lasarov, W. (2020). Consumer Digital Responsibility - eine Einführung, Heidbrink, L. & Müller, S. (ed.). Consumer Social Responsibility. Zur gesellschaftlichen Verantwortung von Konsumenten, Marburg: Metropolis

Lasarov, W.; Mai, R.; Hoffmann, S. (2020). Digitale Direktvermarktung - Eine empirische Analyse des Nachfrage- und Umsetzungspotentials einer Direktvermarkter-App in Schleswig-Holstein, Projektabschlussbericht.

Lasarov, W.; Hoffmann, S. (2017). Median-Split. Eine kritische Diskussion über den Einsatz künstlicher Dichotomisierung, Wirtschaftswissenschaftliches Studium, 44(4), 11-18.

Conference Presentations

Krüger, T., Lasarov, W., Nibat, I., Mai, R., Trendel, O., and Hoffmann, S. (2021). Extending the animosity model in times of the COVID-19 pandemic: A cross-national validation of the health animosity scale. AMA Winter Conference, February 19th-21st 2021, St. Pete Beach, Florida, US.

Krüger, T., Nibat, I., Mai, R., Trendel, O., Lasarov, W., and Hoffmann, S. (2021). The era of fake news: How truthfulness and animosity interact. AMA Winter Conference, February 19th-21st 2021, St. Pete Beach, Florida, US.

Krüger, T.; Mai, R.; Lasarov, W.; Hoffmann, S. (2020). Friend or Foe? A Long-term Multi-Country Perspective on Consumer Animosity, Association for Consumer Research Conference, October 1st-3rd, Paris, France.

Hoffmann, N. C.; Lasarov, W.; Mai, R.; Hoffmann, S. (2020). The Influence of Environmental Levies on Consumers Emotions and Product Preferences, EMAC 2020 Conference, May 24th-26th 2020, Budapest, Hungary.

Reimers, H.; Lasarov, W.; Hoffmann, S. (2020). Psychological Rebound-Effects A Conceptualization and Research Directions, EMAC 2020 Conference, May 24th-26th 2020, Budapest, Hungary.

Trabandt, M.; Lasarov, W.; Mai, R.; Hoffmann, S. (2020). I Share for You: How Motives, Advertising Appeals and Reputation Gains Influence Consumers’ Sharing Intention, AMA Winter Conference, February 14th-16th 2020, San Diego, US.

Trabandt, M.; Lasarov, W.; Mai, R.; Hoffmann, S. (2020). Smells Like Green Spirit: The Double-Edged Sword Called Sharing Economy, AMA Winter Conference, February 14th-16th 2020, San Diego, US.

Hoffmann, N. C.; Lasarov, W.; Mai, R.; Hoffmann, S. (2020). I Don’t Regret Anything – Or do I? The Effects of Environmental Levies on Consumers’ Feelings of Regret and Product Choice, AMA Winter Conference, February 14th-16th 2020, San Diego, US.

Reimers, H.; Lasarov, W.; Hoffmann, S. (2020). Does Size Matter? The relation between the (im)moral intensity of an initial act and a target act, AMA Winter Conference, February 14th-16th 2020, San Diego, US.

Krüger, T.; Mai, R.; Lasarov, W.; Hoffmann, S. (2020). Short Indignation or Persistent Outrage? Consumer Animosity from a Long-term Multi-country Perspective, AMA Winter Conference, February 14th-16th 2020, San Diego, US.

Lasarov, W.; García de Frutos, N.; Mai, R.; Ortega Egea, J. M.; Hoffmann, S. (2019). Counter-arguing as Barriers to Environmentally Motivated Consumption Reduction: A Multi-Country Study, Jahrestagung der VHB, June 12th-14th 2019, Rostock, Germany.

Lasarov, W.; Mai, R. ;Trabandt, M.; Griesoph, A.; Hoffmann, S. (2019). The (Group) License to Indulge, AMA Winter Conference, February 22nd-24th 2019, Austin, US.

Hoffmann, S.; Mai, R.; Lasarov, W.; Krause, J.; Schmidt, U. (2019). How and Why Hunger Inhibits Sustainable Consumption, AMA Winter Conference, February 22nd-24th 2019, Austin, US.

Griesoph, A.; Lasarov, W. (2019). Until the last drop. Do consumer care about water when it comes to coffee?, AMA Winter Conference, February 22nd-24th 2019, Austin, US.

Lasarov, W.; Hoffmann, S. (2018). Introducing Two Avenues of Social Moral Licensing, ICAR 2018 Symposium, November 9th-10th 2018, Almeria, Spain.

Hoffmann, N. C.; Lasarov, W.; Mai, R.; Hoffmann, S. (2018). Sin Tax – How Governmental Regulations to Foster Anti-Consumption Backfire, ICAR 2018 Symposium, November 9th-10th 2018, Almeria, Spain.

Lasarov, W.; García de Frutos, N.; Mai, R.; Ortega Egea, J. M.; Hoffmann, S. (2018). Counter-Arguing the Need for Environmentally Motivated Consumption Reduction: A Multi-country Study, Jahrestagung der VHB Kommission Internationales Management, April 27th-28th 2018, Kiel, Germany.

Lasarov, W. (2018). Adjustable Reciprocity. Exploring the Influence of In-group Standards on Reciprocal Decisions, AMA Winter Conference, February 23th-25th 2018, New Orleans, US.

Hoffmann, N. C.; Lasarov, W.; Mai, R.; Hoffmann, S. (2018). I Paid My Dues: How Voluntary and Mandatory Taxes Relieve Individuals from Their Obligations, AMA Winter Conference, February 23th-25th 2018, New Orleans, US.

Lasarov, W.; Hoffmann, S.; Mai, R. (2017). Group Licenses - Why Moral Consumers Do Not Always Run With their (Moral) Herd, AMA Winter Conference, February 17th-19th 2017, Orlando, US.

Lasarov, W.; García de Frutos, N.; Mai, R.; Ortega Egea, J. M.; Hoffmann, S. (2017). How Motivated Reasoning Impairs Environmentally Motivated Consumption Reduction. A Multi-Country Study, AMA Winter Conference, February 17th-19th 2017, Orlando, US.

Lasarov, W.; Hoffmann, S.; Orth, U.; Held, C. (2016). The Dynamics of Boycotts – How Different Consumer Types React on Boycott Calls, ICAR 2016 Symposium, December 9th-11th 2016, Melbourne, Australia.

Lasarov, W.; Hoffmann, S.; Orth, U.; Held, C. (2016). The Heat Up / Cool Down-Model of Boycotting, Association for Consumer Research Conference, October 27th-30th 2016, Berlin, Germany.

Mai, R.; Hoffmann, S.; Lasarov, W.; Akbar, P.; Joers, T. (2016). The Sustainability Liability and Its Influence on Shopping Cart Composition, AMA Winter Marketing Educators' Conference, February 26th-28th 2016, Las Vegas, US.

Lasarov, W.; Hoffmann, S.; Mai, R. (2016). Pe(e)rceived Moral Licensing. Why Good Guys Surrounded by Good Guys do Bad Things, AMA Winter Marketing Educators' Conference, February 26th-28th 2016, Las Vegas, US.

Lasarov, W.; Hoffmann, S.; Orth, U.; Held, C. (2015). Why Do Boycotters Cool Down Over Time? An Analysis of the Intra-Personal Dynamics of Boycotting, AMA Winter Educators' Conference 2015, February 13th-15th 2015, San Antonio, US

Digital Presentations

Lasarov, W.; Trabandt, M. (2020). Consumer Digital Responsibility, speech presented at Public Climate School, May 25th-29th 2020, Kiel, Germany.

Lasarov, W. (2020). Konsum und Corona, speech presented at Public Climate School, May 25th-29th 2020, Kiel, Germany.

Research Grants and Project Participation

Me, We, and Them. A Context‐sensitive Model of Social and Vicarious Consumer Animosity, funded by the Deutsche Forschungsgemeinschaft (DFG) and Agence Nationale de la Recherche (ANR), in cooperation with Grenoble Ecole de Management (France), American University (Washington DC, US), University of Natural Resources and Life Sciences (Vienna, Austria), University of Melbourne (Australia), Kiel Institute For the World Economy (Germany), University of Auckland (New Zealand), 2019 - 2022, role: acquisition of funding, project participation.

iReliefs. Indirect Rebound Effects. Lifestyle‐segmentation and Interventions with Efficiency‐Feedback and Sufficiency, funded by the Federal Ministry of Education and Research (BMBF), in cooperation with Kiel Institute For the World Economy, Potsdam University, LMU Munich, 2018-2021, role: project coordination.

Class of Marketing – Eine intra- und transdisziplinäre Zusammenführung des Marketing, funded by the Federal Ministry of Education and Research (BMBF), 2018 - 2019, role: acquisition of funding, project coordination.

WebQuests im Marketing, funded by the Federal Ministry of Education and Research (BMBF), 2017 - 2018, role: acquisition of funding, project coordination.

Partizipatives Lehren und Lernen durch Classroom Experiments, funded by the Federal Ministry of Education and Research (BMBF), 2017 - 2018, role: acquisition of funding, project coordination.

Vorlesung 2.0 – Hybride Vorlesungseinheiten im Marketing, funded by the Federal Ministry of Education and Research (BMBF), 2016, role: acquisition of funding, project coordination.

Von Studierenden für Studierende - Das Marketing-Wiki als kollaborative Arbeits- und Lernplattform, funded by the Federal Ministry of Education and Research (BMBF), 2015 - 2016, role: acquisition of funding, project coordination.

Cooperation with Industry

Schleswig-Holstein-Halle auf der Internationalen Grünen Woche in Berlin - Situationsanalyse und Empfehlungen zur Steigerung der Attraktivität, in cooperation with Landwirtschaftskammer Schleswig-Holstein, 2018-2019, role: acquisition, project coordination.

Analyse der Erwartungen und Anforderungen an eine gemeinsame Absendermarke von regionalem Schweinefleisch in Schleswig-Holstein, in cooperation with Landwirtschaftskammer Schleswig-Holstein, 2017-2018, role: acquisition, project coordination.

Analyse des Potentials eines Online-Portals für Direktvermarkter aus Schleswig-Holstein, in cooperation with Landwirtschaftskammer Schleswig-Holstein, 2015 - 2016, role: acquisition, project coordination.

Teaching

  • Seminars
    • Scientific Writing
    • Consumer Psychology (Bachelor)
    • Experimental Consumer Psychology
    • Ambivalent Consumer Behavior
  • Marketing Research
  • Introduction into Marketing

Honors and Awards

Young Researcher Award Germany, Scientific Commission of International Management of VHB (Verband der Hochschullehrer für Betriebswirtschaft e.V.), 2019

Faculty Award for the Best Dissertation in 2018, Faculty of Business, Economics and Social Science, Kiel University, 2019

Shortlist for the VHB Young Talent Award Germany, Verband der Hochschullehrer für Betriebswirtschaft e.V., 2019

Outstanding Teaching Award(s), PerLe-Fonds, BMBF (Bundesministerium für Bildung und Forschung), 2015, 2016, 2017, 2018, 2019

Office Hours

Only on request