Chair of Marketing, with focus on Consumer Behaviour

Chair of Marketing, with focus on Consumer Behaviour

Welcome to the website of the chair.

Headed by Prof. Dr. Yasemin Boztug, the team of the Chair of Marketing, with focus on Consumer Behaviour stands for excellence in research and teaching on topics of consumer behavior and research methods, especially in the fields of product choice, food marketing, and discrete choice modeling.

Our teaching portfolio leads students to the ability to understand consumer behavior and derive implications for companies and policy. Furthermore, our students are provided with the methods necessary to describe the complex correlations between market stimuli and consumer reaction. You can find an overview over our ample courses here.

Next to teaching, the chair offers excellent research. The Chair of Marketing is part of the research group "Konsum & Verhalten" (Consumption & Behavior) founded by Prof. Dr. Kroeber-Riel. Our papers are published in leading national and international journals, such as the Journal of the Association for Consumer Research, European Journal of Operational Research, OR Spectrum, Nutrition Reviews, Annals of Tourism Research, Journal of Public Policy & Marketing, Marketing Letters, Psychology & Marketing, Food Policy, and many more. You can find an overview of our publications here.

Through this website, we invite you to get to know us and our work better. If you have any questions or suggestions, don’t hesitate to contact us.