Marketing and Decision Making Behaviour V2

Marketing & Decision Making Behaviour

The research area Marketing & Decision Making Behaviour consists of four parts:

One part relates to questions with regard to the needs, motives and decision-making processes of individual consumers, such as identifying the role of additional product information, e.g. quality labels in the area of sustainable consumption.

The second part contains the analysis of customer behaviour along the buying process at different touchpoints. An analysis of the customer journey takes place both online and offline. Current questions focus on the needs and behaviour of customers in the context of website usage. Content optimisation and the effect of visual stimuli, e.g. design elements such as colours, shapes, etc., are of particular interest.

The third part concentrates on questions relating to decisions made by people in conversations or negotiations, such as sales talks. The aim is to improve the individual's ability to communicate, taking into account biological and psychological perspectives. In addition to training sales techniques, behaviours such as facial expressions or gestures are analysed and supplemented by measuring body reactions (higher readings during moments of stress). Currently, these methods are used in classes at the University of Applied Sciences Wiener Neustadt.

The fourth part concentrates on questions in the areas of green marketing and sensory marketing. The interdisciplinary research field of sensory marketing deals with the effects of sensory processes on cognitive, emotional and behavioural consumer reactions. Current research topics are the interactions between sensory modalities (so-called cross-modal correspondences) and implications for the development and marketing of products, as well as the use of sensory stimuli in the marketing of food and non-food products. Special interest is given to the application possibilities of sensory marketing for products with a low sensory appeal.

In addition to well-established qualitative and quantitative methods, apparatus techniques are also applied. These include among others:

  • Biofeedback devices
  • thermal cameras
  • video cameras
  • Eye-tracking systems: stationary systems and portable glasses for analysing gaze motion
  • VR glasses

Research Activities

  • Schnellmethoden Vergleich

    Sensory rapid methods are relatively new methods, which promise an increase in efficiency, especially for small and medium-sized companies, through cost reduction and time savings. For this reason, the present project aims to comprehensively compare the rapid methods CATA and napping with one another.

  • Climate-friendly food consumption

    Against the background of the remarkable effects of the food market on global warming, the project investigates prevailing consumption barriers for climate-friendly products and derives concrete measures for the development, positioning and marketing of climate-friendly food products.

  • Methodenforschung Napping

    Sensory rapid methods (napping) are relatively young methods, with the number of subjects required for such methods being largely unexplored. For this reason, the present project pursues the objective of determining the optimal number of subjects for the method of nappings.

  • Hochschulstrategische Zielgruppenanalyse

    The aim of this project is to understand the main target groups of FHWN, based on their individual heterogeneity. Therefore student´s and employee´s diversity-aspects will get analysed in detail. Finally the outcome of this survey can be used for specific strategic interaction with relevant (potential) students and employees.


Steiner, Elisabeth/Wagner, Udo/Heim, Kathrin/Steiner, Roswitha/Maurer, Severin/Fina, Robert (2019): The integration of visual and oral somatosensory information: How color intensity impacts temperature and texture perceptions of food products, as well as related hedonic responses. In: 2019 EMAC Annual Conference Proceedings.
Steiner, Elisabeth/Wagner, Udo (2019): Two sides of the coin: Verbal sensory information and its impact on consumer responses – a meta-analysis covering positive as well as backfiring effects of verbal sensory information. In: 2019 EMAC Annual Conference Proceedings.
Steiner, Elisabeth/Wagner, Udo (2017): Amodal, sensory information on product packages: Effects for different categories of packaged food products. In: Proceedings of the 8th EMAC CEE Regional Conference.


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