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:
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.
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.
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.
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.
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.
Feel free to contact us: FuE@fhwn.ac.at