Professur für Marketing

Short CV

Dr. Wassili Lasarov, geboren am 01.01.1987 in Dresden, studierte von 2006 bis 2011 Betriebswirtschaftslehre an der TU Dresden. Daraufhin arbeitete Dr. Lasarov von 2012 bis 2014 als Global Key Account Manager und Consultant im internationalen Handelspanelgeschäft der GfK in Nürnberg. Seit 2014 ist Dr. Lasarov wissenschaftlicher Mitarbeiter am Institut für Betriebswirtschaftslehre, insb. Marketing, an der CAU Kiel und wurde 2018 (summa cum laude) promoviert. Er ist ab Sommer 2018 an dem vom BMBF geförderten Projekt iReliefs (FZK 01UT1706A) beteiligt und wird sich insbesondere der Entwicklung einer App zur Vermeidung von indirekten Rebound-Effekten widmen.

Dr. Lasarov besitzt Expertise im Marketing und der Konsumentenverhaltensforschung, besonders im Schnittstellenbereich mit der Sozialpsychologie, der Moralpsychologie sowie der Verhaltensökonomik. In seiner Forschung befasst sich Dr. Lasarov insbesondere mit moralischen Rationalisierungsprozessen in nachhaltigen Konsumentscheidungen. Seine Forschung konzentriert sich auf die Forschungsfelder des Moral Licensing (Lasarov, Hoffmann, Mai 2017; Lasarov und Hoffmann 2018), soziale und interkulturelle Einflüsse (Lasarov et al. 2017) sowie reziproke Entscheidungen (Lasarov 2018). Zudem untersucht Dr. Lasarov dynamische Wirkmechanismen auf Individuen in Konsumentenboykotts (Lasarov et al. 2016) sowie psychologische Rebound-Effekte (Hoffmann et al. 2018).

In seinen Forschungsarbeiten wendet Dr. Lasarov verschiedene Methoden an, vor allem Labor- und Feldexperimente (Lasarov, Hoffmann, Mai 2017; Lasarov 2018, Hoffmann et al. 2018), qualitative und quantitative Befragungen (Lasarov et al. 2016), großzahlige Mehrebenenanalysen (Lasarov et al. 2017) sowie implizite Assoziationstests (Mai et al. 2017). 

 

Employment Record

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)

 

Selected Publications

Journals

Lasarov, W.; Hoffmann, S. (2019). Social Moral Licensing, Journal of Business Ethics, forthcoming.

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), forthcoming.

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.

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

Conference Presentations and Proceedings

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

Lasarov, W.; Hoffmann, S. (2018). Introducing Two Avenues of Social Moral Licensing, paper presented at the 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, paper presented at the 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, paper presented at the 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, paper presented at the 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, paper  presented at the 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, paper presented at the 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, paper presented at the 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, paper presented at the 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, paper presented at the 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, paper presented at the 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, paper presented at the 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, paper presented at the AMA Winter Educators' Conference 2015, February 13th-15th 2015, San Antonio, US.

 

Research Grants and Participation in Funded Research Projects

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: coordinator.

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, amount: 5.288 €

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, amount: 4.759 €

Vorlesung 2.0 – Hybride Vorlesungseinheiten im Marketing, funded by the Federal Ministry of Education and Research (BMBF), 2016, role: acquisition of funding, project coordination, amount: 5.000 €

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, amount: 5.000 €

 

Cooperations with Industry

Schleswig-Holstein-Halle bei 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.

 

Honors and Awards

Outstanding Teaching Award, BMBF PerLe-Fonds, 2018

Outstanding Teaching Award, BMBF PerLe-Fonds, 2017

Outstanding Teaching Award, BMBF PerLe-Fonds, 2016

Outstanding Teaching Award, BMBF PerLe-Fonds, 2015

 

Press

CO2 statt Kalorien zählen, Unizeit, 20.10.2018

Regionale Lebensmittel auch digital vermarkten?, Bauernblatt, 02.07.2016

 

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)

Intercultural Management and Marketing (e.g., Cultural Distances, Cross-cultural Comparisons)

 

Membership

American Marketing Association (AMA)

Association for Consumer Research (ACR)

International Centre for Anti-Consumption Research (ICAR)

Wirtschaftschemiker Kiel e.V. (WiChem)

Konvent der Wirtschafts- und Sozialwissenschaftlichen Fakultät (Voting Member, CAU Kiel)

Promotionsausschuss der Wirtschafts- und Sozialwissenschaftlichen Fakultät (Voting Member, CAU Kiel)

Verband der Hochschullehrer für Betriebswirtschaft e.V. (VHB)