Marketing and Decision Making Behaviour V2

Marketing & Decision Making Behaviour

This research area deals with the needs, motives and decision-making behaviour in buying, selling and consumption processes from different perspectives.

Our research is characterised by its interdisciplinarity at the interface between marketing, sensory science and psychology and is closely linked to practice. We continuously address current social and ecological challenges, such as the reduction of consumption barriers for conscious and climate-friendly products.

We perform research and development in the following topics:

  • Marketing, Sensory Science & Consumer Behaviour (effects of sensory processes on cognitive, emotional and behavioural consumer responses and implications for development, positioning and marketing of products, use of marketing for conscious and sustainable consumption)
  • Emerging Research Methods & Consumer Modelling (apparative and innovative methods of research and behavioural modelling)
  • Sales Psychology (decisions of people in conversations, training of sales techniques and sales behaviour)
  • Traditional, non-traditional and digital (marketing) communication (communication and interaction of companies and consumers via different communication tools)


  • Neuromarketing Lab with EEG (brain wave measurement), EMG (muscle action potential measurement), EDA (skin conductance measurement) and IRT (implicit reaction time tests)
  • Sensory lab with tasting table, computerised test cabins, fully equipped preparation kitchen, test and customer room and cameras for observation purposes
  • E-commerce lab with eye tracking station, product photography area, podcast setting and virtual reality room
  • Science Labs and focus group rooms: Lab and observation rooms with Venetian mirror and mobile partition wall as well as tribune for observers

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.

  • Pilotstudie - Eye-Tracking & apparative Verfahren

    The aim is to investigate which processes take place during the visual processing of materials and which contents lead to increased activation (arousal). In addition, comprehension is queried in order to derive recommendations for the design of materials.

  • 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.

  • Fostering Carbon-Friendly Diets

    A reduction of meat consumption and shift to plant-based diets have been identified as crucial for reaching climate targets. While consumer research has distilled a range of factors driving meat consumption, insights into the effectiveness of (policy) interventions are still scarce. This project systematically reviews the scholarly literature for evidence of effective intervention measures to reduce meat consumption.


    The main aim of the SEASAC project is to strengthen South-East Asian Universities’ capability to provide highly skilled B2B Sales professionals for the emerging international markets. In the project, we will utilize existing European knowledge and experiences in developing a pedagogically rich concept for the cooperation of Universities and companies in the sales education.


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