All her research projects share the notion of addressing a relevant trend in consumer decision-making with a broad range of different, cutting-edge research methods. Trained as social psychologist, at the core of her research are behavioral experiments. However, she also employs meta-analytical studies, secondary data research, and machine learning methods. Given her prior work experience for a top-management consulting company, her research projects are practice driven, often in cooperation with both startups and multinational companies.
In the following, you will find more details about my research:
Especially the intersection between technological trends and questions of ethicality and morality seems of increasing relevance in the future. A multi-method approach to triangulate the effects and understand the psychological mechanisms seems most fruitful to study these phenomena and provide implications for both marketing research and practice.
Ethische Kaufentscheidungen von Konsumenten
“How to Do Well by Doing Good: A Meta-Analysis of the Effectiveness of Cause-Related Marketing”, together with Robin Katzenstein, University of Hamburg and Tammo Bijmolt, University of Groningen, revision of manuscript (3rd round)
“The Impact of Cause-Related Marketing Promotions on Brand Sales and NGO Donations”, together with Mark Heitmann, University of Hamburg, Yuri Peers, University of Amsterdam, and Peter Leeflang, University of Groningen, revision of manuscript (2nd round), Aimark Grant, in cooperation with Lebensmittelzeitung
Moralisches Konsumverhalten in der digitalen Sphäre
“The Optimal Pre-Commitment Incentive as Part of a Company’s Pricing Structure”, together with Katja Berger, University of Hamburg and Klaus Wertenbroch, INSEAD, manuscript preparation.
Viralität von Text und Bildern in Social Media
“The Power of Brand Selfies in User Generated Social Media Content”, together with Jochen Hartmann, University of Hamburg, Mark Heitmann, University of Hamburg, and Oded Netzer, Columbia Business School.
“Accuracy of Sentiment Analysis: Meta-Analysis and Best Practice”, together with Christian Siebert, Jochen Hartmann, and Mark Heitmann, University of Hamburg, working paper.