Department of Marketing

What are the core questions of the Marketing Department?

In the research area of consumer behavior we deal amongst other things with following topics:

  • Consumer boycott and buycott: Konsumentenboykott und –buykott:
    e. g. what are the drivers of the participation in boycotts and carrotmobs?
  • Ethic and Sustainability:
    e. g. what are the motives for consumers to behave socially responsibly and environmentally friendly?
  • Consumer animosity:
    e. g. under which conditions do hostile attitudes affect consumer behavior?