Our goal is to shape the future of marketing - with a particular focus on product choice, food marketing and discrete choice modeling. The central question is: How can we better understand consumer behavior in order to develop practical and well-founded recommendations for action for companies and political decision-makers? At the same time, we investigate the complex relationships between marketing impulses and consumer reactions in order to better understand and describe them in a targeted manner.




Through our teaching, we provide students with the skills to answer these questions in a well-founded manner. The chair is part of the “Konsum & Verhalten” research group founded by Prof. Dr. Kroeber-Riel. Our research findings are published in leading national and international journals. Get to know our team and find out about courses, theses, publications and much more.