Consumer behavior

Consumers form the neuralgic point of marketing, as their needs and views form the basis for a large part of management decisions. To be able to act in a customer-oriented manner, a deeper understanding of consumers' wishes and needs is required on the part of management. A particular interest is the analysis of behavioral anomalies in purchase decisions (e.g. context effects), both from a practical and theoretical perspective. Other research focuses on various aspects of sensory marketing such as gustatory, haptic, and olfactory.

Recent publications
Canty, M., Lang, F. J., Adler, S. J., Lichters, M., & Sarstedt, M. (2023). Caffeine’s complex influence on the attraction effect: a mixed bag of outcomes. Marketing Letters
Sarstedt, M., Imschloß, M., & Adler, S. (2023). Multisensory Design of Retail Environments – Vision, Sound, Scent. Heidelberg: Springer Gabler.
Adler, S. J., Röseler, L., & Schöniger, M. K. (2023). A toolbox to evaluate the trustworthiness of published findings. Journal of Business Research, 167, 114189.
Adler, S. J., Schöniger, M. K., Lichters, M., & Sarstedt, M. (2023). Forty years of context effect research in marketing: A bibliometric analysis. Journal of Business Economics. Advance online publication.
Adler, S., & Sarstedt, M. (2021). Mapping the Jungle: A Bibliometric Analysis of Research into Construal Level Theory. Psychology & Marketing, 38(9), 1367-1383. Video abstract.
Lichters, M., Möslein, R., Sarstedt, M., & Scharf, A. (2021). Product acceptance tests in sensory labs, virtual environments, and field settings: A consumer segmentation perspective. Food Quality and Preference, 89, 104138.
Lichters, M., Adler, S., & Sarstedt, M. (2020). Warm Ambient Scents Nudge Consumers to Favor Premium Brands and Right-wing Parties. Marketing ZfP, 42(4), 22-43.
Girard, A., Lichters, M., Sarstedt, M., & Biswas, D. (2019). Short- and long-term effects of nonconsciously processed ambient scents in a servicescape: Findings from two field experiments. Journal of Service Research, 22(4), 440-455.