| Customers are at the heart of marketing, and should be at the heart of every company, too. However, engaging in customer orientation requires managers to develop a thorough understanding of customers' varying needs and wants. In a joint research cluster Professor Dr. M. Sarstedt (Chair of Marketing) and Professor Dr. Dr. B. Vogt (Chair of Empirical Economics) teams up to generate knowledge about customers, their preferences and the mechanisms that trigger certain behavior. We support, conduct and disseminate scientifically rigorous research that leads to innovative and actionable insights about customers. We are organized in three main topics: Choice Anomalies; Research Methodology and Physiology of Consumer Behavior |
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| Our objectives are to · Foster and collaborative environment for academic and practitioners; · Develop a reputation as a source for cutting.edge consumer research; · Support faculty in the context of a research-driven organization; and · Provide our students with transformaional education experiences. |