Department of Marketing

Research Projects

The Marketing Departments is involved especially in interdisciplinary projects, which connect different research perspectives and methodological approaches. You can find a summary of current and previous resarch projects of the marketing team here:

ME-WE-THEM. (Me, we, and them. A context-sensitive model of social and vicarious consumer animosity)

Titel:

ME-WE-THEM. (Me, we, and them. A context-sensitive model of social and vicarious consumer animosity)

Funding Institution:

Deutsche Forschungsgemeinschaft (DFG)

Project Team and Partners:

Prof. Dr. Stefan Hoffmann (Department of Marketing, CAU Kiel), Prof. Dr. Oliver Trendel (Department of Marketing, Grenoble Ecole de Management), Prof. Dr. Robert Mai (Department of Marketing, Grenoble Ecole de Management), Prof. Dr. Jill G. Klein (Melbourne Business School, University of Melbourne), Prof. Holger Görg, Ph.D. (Global Division of Labour, Kiel Institute for the World Economy), Prof. Dr. Christel Antonia Russell (Department of Marketing, Kogod School of Business, American University Washington D.C.), Dr. Michael S. W. Lee (Business School, University of Auckland), Project Assistants of the Marketing Department: Tinka Krüger, Dr. Wassili Lasarov

Duration:

2019 – 2022

Short Description:

Research on consumer animosity indicates that consumers reject specific products or services due to their animosity towards the country of origin. However, it is surprising that the extant research has solely focused on individual determinants, as consumer animosity is a social phenomenon. Thus, it is plausible and necessary to consider the social context and cross-cultural differences to understand the individual animosity decision more effectively and to avoid harmful implications for societies and their interrelated economies. This project will empirically test the suggested context-sensitive model of consumer animosity to explore cross-national differences as well as the mechanisms, temporal variations, and spill-over effects in social animosity. The research project strives to answer four research questions. First, based on an existing unique and rich dataset from 15 countries, the project will test how the level and the impact of the social animosity context varies cross-culturally. Second, whereas previous studies investigated only individual animosity drivers, this research scrutinizes how the social animosity context moderates the influence of the individual animosity drivers on consumption behavior (i.e., boycotting) and explores the role of descriptive norms (i.e., what is usually done by others). The project will also investigate whether the social animosity context affects the individual consumption decision in an unconscious, and automatic manner. Third, in a bi-national longitudinal study, the project will test whether changes in the social animosity context are reflected in changes in individual consumption behaviors over time. Finally, the project will introduce the concept of vicarious animosity. Feelings of animosity among consumers in one country towards a given target country might affect the relationship with other closely related countries. Attempts of companies or policymakers to reduce animosity towards one country might backfire by triggering animosity in other nodes of the network. These assumptions will be tested in a series of experiments in a cross-national context. Answering the four research questions can extend the knowledge on international marketing research and consumer behavior.

iReliefs (Indirect Rebound Effects. Lifestyle-segmentation and Interventions with Efficiency-Feedback and Sufficiency)

Titel:

iReliefs. (Indirect Rebound Effects. Lifestyle-segmentation and Interventions with Efficiency-Feedback and Sufficiency)

Funding Institution:

Federal Ministry of Education and Research - Bundesministerium für Bildung und Forschung (BMBF).

Project Team and Partners:

Prof. Dr. Stefan Hoffmann (Marketing Department, Kiel University), Prof. Dr. Katrin Rehdanz (Institute for Environmental, Resource and Spatial Economics, Kiel University), Prof. Dr. Ingo Balderjahn (Marketing Department, University of Potsdam), Prof. Dr. Bernhard Gill (Department of Sociology, Ludwig-Maximilians-Universität München) Project member at the Marketing Department of Kiel University: Hanna Reimers, Dr. Wassili Lasarov

Duration:

2018 bis 2021

Short Description:

The social-ecological transformation towards the so-called "Ressource Light Green Economy" is significantly inhibited, because an increase of ressource and energy efficiency through technical innovations leads oftentimes to rebound effects. While previous research mainly focused on direct rebound effects and on the question of energy efficiency on macro level general product group indirect rebound effects on private household level and the associated psychological mechanisms are not  sufficiently analyzed yet and sufficiency contingent rebounds is mostly neglected. Therefore, the transdiciplinary project together with practice partners from the area of electronic mobility, sustainable textiles and market research along with non-government organisations set up the following goals: (1) A fundamental methodological contribution for the quanitification of indirect rebound effects on the basis of carbon footprints along with the connected income and substitution effects on private household levels in Germany will be developed. In longitudinal analyses (household panel data) these effects will be substracted from a dynamic household related shopping basket analysis. In cross-sectional studies the indirect rebounds will be measured through the differentiation of food and through cross-comparison of product groups. (2) The project will make a conceptional contribution by not only including chosen product categories, but also specific life and consumption styles into the rebound analysis. By that, not only efficiency-oriented rebound effects, but also rebounds of sufficient consumption styles can be examined and quantified. (3) The project contributes to the theoretical understanding of indirect rebounds by examining also social and moralpsychological (e. g. Moral Licensing) effect mechanisms next to pecuniary behavior motives. For tracking indirect rebounds, these motives will be estimated and validated through the developed application Eco2log. Eco2log will inform consumers dynamically about their own carbon footprint and evaluate the achieved rebound reduction. (4) The project will provide application-oriented evidence by identifiying activities for the avoidance and reduction of sufficiency and efficiency related indirect rebounds and by evaluating these within intervention studies. (5) Implications for political decision-makers will be derived. The project will point out which information is needed by the consumers and will forecast how selected behavior controlling activities (e. g. economic incentives, Nudging, consumer information) affect the reduction of indirect rebounds on private household level.

Media:

CO2 statt Kalorien zählen, unizeit, Nr. 96, 20.10.2018, S. 2, Link: http://www.uni-kiel.de/unizeit/index.php?bid=960201

IFkE (Instrumente zur Förderung klimafreundlicher Ernährung)

Titel:

IFkE (Instrumente zur Förderung klimafreundlicher Ernährung)

Funding Institution:

Energy and Climate Protection Corporation Schleswig-Holstein - Gesellschaft für Energie und Klimaschutz Schleswig-Holstein GmbH (EKSH)

Project Team and Partners:

Prof. Dr. Stefan Hoffmann (Marketing Department, Kiel University), Prof. Dr. Katrin Rehdanz (Institute for Environmental, Resource and Spatial Economics, Kiel University), Prof. Dr. Dr. Ulrich Schmidt und Dr. Christine Merk (Kiel Institute for the World Economy), Project member at the Marketing Department: Amelie Griesoph, Practice partner: Studentenwerk Schleswig-Holstein

Duration:

2018 bis 2020

Short Description:

The transdiciplinary project IFkE is performed by the Marketing Department of the Kiel University under leadershiop of Prof. Dr. Stefan Hoffmann in cooperation with Prof. Dr. Katrin Rehdanz (Institute for Environmental, Resource and Spatial Economics, Kiel University), Prof. Dr. Dr. Ulrich Schmidt and Dr. Christine Merk (Kiel Institute for the World Economy) along with the Studentenwerk Schleswig-Holstein. Thus, it unites partner of the scientific disciplines environmental economics, behavioral economics and marketing/consumer psychology. The practice partner, the Studentenwerk Schleswig-Holstein, is in all project phases integrated. We will examine the potential of behavior economical instruments which can promote a climate-friendly nutrition within external catering. Therefore, consumption decision-making on the basis of given secundary literature data will be analyzed. Following on that, the project will develop and test different Nudging strategies for the reduction of meat consumption and thereon related greenhouse gases. These strategies shall improve the general understanding of the relation between a strong meat-based nutrition and climate change and shall promote the decision for climate-friendly meals.

Presentation:

Griesoph, A.; Merk, C.; Hoffmann, S.; Rehdanz, K.; Schmidt, U. (2019). Nudging Climate‐friendly Meal Choices: First Results from Field Experiments in University Canteens in Schleswig‐Holstein, 14th Nordic Conference on Behavioral and Experimental Economics (NCBEE) , September 26th-28th 2019, Kiel, DE.

Griesoph, A.; Merk, C.; Hoffmann, S.; Rehdanz, K.; Schmidt, U. (2019). Nudging Climate‐friendly Meal Choices: First Results from Field Experiments in University Cafeterias in Schleswig‐Holstein, 2nd HSU-IfW-Workshop in Development and Environmental Economics, June 7th 2019, IfW Kiel, DE.

Griesoph, A.; Hoffmann, S.; Merk, C.; Rehdanz, K.; Schmidt, U. (2019). IFkE - Instrumente zur Förderung klimafreundlicher Ernährung, Poster Session presented at KErn-Wissenschaftsseminar Nudging - per Stups gesünder?, February 5th 2019, Bayreuth, DE.

Rokoko (Consumer Roles in Collaborative Consumption)

Titel:Logo

Rokoko (Consumer Roles in Collaborative Consumption)

Funding Institution:

Federal Ministry of Justice and Consumer Protection due to a decision of the German Confederation

Project Participants and Partners:

Prof. Dr. Stefan Hoffmann (Marketing Department, Kiel University), Prof. Dr. Ludger Heidbrink (Department of Practical Philosophy, Kiel University), project assistant at the Marketing Department: Melanie Trabandt

Duration:

2018 bis 2020

Short Description:

The interdisciplinary project Rokoko (Consumer Roles in Collaborative Consumption) is conducted by the chair of marketing at Kiel University under the direction of Prof. Dr. Stefan Hoffmann together with Prof. Dr. Ludger Heidbrink (Practical Philosophy). The project aims to address fundamental questions about collaborative consumption on a conceptual and empirical level. Based on the conviction that besides the consumer role other social roles co-exist in one person, and the thesis that consumers must always take the civic role, the project will examine the role of the collaborative consumer and derive essential political, social and ethical indicators of that role and identify subtle settings and motif patterns. The project uses a role-theoretical approach to capture collaborative consumption. Extreme and from today's point of view one-dimensional role models conceive the consumer either as sovereign of the market, who carries out a democratic act with his buying behavior or as an impotent consumer, who as a plaything of the economy has no relevant options. Between these two poles, more and more differentiated consumer images have become established in recent decades. As part of the project, the descriptively determined role models of politics and business are compared with the quantitatively determined role expectations of collaborative consumers. This project is designed to address the evolution of existing consumer roles within access-based business models, from traditional customer images to collaborative consumers and co-producers, that differ from traditional vendor-consumer dualism.

Presentation:

Trabandt, M.; Hoffmann, S.; Heidbrink, L.; Müller, S. (2019). Rokoko – Konsumentenrollen im kollaborativen Konsum, presented at BMJV - Projektworkshop, February 19th, Berlin, DE.

Kiel Centre of Globalization (KCG)

Titel:

Kiel Centre of Globalization (KCG)

Funding Institution:

Leibniz Association, Kiel Institute for the World Economy, Kiel University and Schleswig-Holstein

Project Team and Partner:

Prof. Holger Görg, Ph.D. and Prof. Aoife Hanley, Ph.D. (Kiel Institute for the World Economy), Prof. Dr. Katrin Rehdanz (Institute for Environmental, Resource and Spatial Economics, Kiel University), Prof. Dr. Ludger Heidbrink (Department of Practical Philosophy, Kiel University), Prof. Dr. Stefan Hoffmann (Marketing Department, Kiel University), Prof. James Konow, Ph.D. (Department of Economics and Ethics, Kiel University), Prof. Horst Raff, Ph.D. (Department of Microeconomics, Kiel University), Prof. Dr. Till Requate (Department of Innovation, Competition Policy and New Institutional Economics, Kiel University)

Duration:

2016-2020

Short Description:

The interdisciplinary ScienceCampus strengthens the cooperation between the Kiel Institute for the World Economy (IfW) and the Kiel University. Eight professors, one PostDoc and eight doctoral students focus on the topic of globalization and especially on global supply chains. Besides several economists also researcher from the area of business and philosophy are involved. Together with Prof. Dr. Ludger Heidbrink (Department of Practical Philosophy, Kiel University) the Marketing Department works on the sub project "Cross-cultural differences in the perception of corporate social responsibility and consumer social responsibility along global supply chains."

Additional information via kcg-kiel.de