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:
Infrastructure:
Companies are increasingly using virtual influencers (human-like, computer-generated figures who share their everyday lives with their followers on social media) to address their target group. Examples from practice show that virtual influencers are primarily “active” in the fashion and cosmetics industry, but other industries are also considered profitable for virtual influencers. This project examines the use of virtual influencers in the travel industry and their contribution to destination marketing.
In the context of user experience (UX) and UX research, there are a number of research paradigms and concepts, which, with the exception of the supporting method of eye tracking, are mainly limited to traditional research methods, so that an additional integration of other measurement techniques to capture the objective measurement level such as facial expression analysis or the measurement of the psychophysiological level, for example in the form of heart rate variability, galvanic skin response and muscle activity, may offer alternative and/or additional possibilities to record mental strain and emotional stress reactions potentially way more sensitive than the traditionally used repertoire of methods. Therefore, using two exemplary scenarios, paradigms for recording UX or possible limitations in usability should be developed, which combine traditional methods of UX and usability research with psychophysiological methods, are tested for validity and practical suitability as part of master's theses and should then be used in the teaching context along with preparation of various teaching materials, for example in the form of short instructional videos; additionally, the aim is to cooperate with public institutions and offices and to present the paradigms developed and established in this way at relevant conferences.
In diesem qualitativen Forschungsprojekt wollen wir untersuchen, welche Bedeutung „Persönlichkeitsentwicklung“ für Studierende der FHWN hat und welche Praktiken sie betreiben.
Facing the considerable impact of the food market on global warming, the project examines prevailing consumption barriers for climate-friendly products and develops concrete practical measures for the development, positioning and marketing of climate-friendly food products.
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