Focus: Transformative Consumer Research

In the field of transformative consumer research, the aim is to gain behavioral insights that help to promote the personal and collective well-being of consumers. Findings from this research area are important for companies to improve customer relations, for governmental and non-governmental institutions to shape societal developments, and for consumers to optimize their personal well-being.

The following topics are particularly desirable for final theses in the context of transformative consumer:research at the FG Marketing:

• Determinants of pleasure in consumer experiences.
  • Influences of the social environment
  • Influences of "Mindsets
  • Aesthic Value
  • Experience expectations ("Affective Forecasting") & Experience

• Interactions between consumption patterns / orientations and Consumer Well-Being
  • Consumption of Self-Help / Self-Improvement Products & Services
  • Social Media Engagement
  • Socially and environmentally responsible consumption
  • Mindfullness
  • Materialism
  • Voluntary Simplicity
  • Compensatory consumption

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