The focus of marketing is on sustainable interactions of consumers and companies as well as marketing research. Exemplary topics are:

  • Digital marketing in terms of psychological foundations, e.g., Free Mentality, Dunning-Kruger Effect.
  • Digital and digitalized business models, e.g. freemium
  • Methodological improvements in psychometric procedures thanks to improved computing power, e.g., covariance-based structural equation models, implicit measurement procedures
  • Relationship marketing, e.g. customer education