Department of Marketing

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)