My breakthrough project in AI Transformation

During my time as Director of Data Science for one of the leading innovations and marketing consultancies in Germany, I was the responsible team leader for Data Science & Analytics.  Although I’ve completed numerous innovations projects with significant business impact, I had a steep learning curve to get there. I want to write about a […]

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Motivational Drivers of Brand Attachment

Focusing on the motivational processes underlying consumer attachments to brands, this research examines how competence enhancement and anticipated emotion (anxiety and joy) contribute to attachment. Personal attachment style (attachment anxiety) and type of motivation (intrinsic vs. extrinsic) are included as individual differences. Employing two field studies across different contexts indicates that competence enhancement leads to […]

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Persuasive intent & young consumers

Our research aims to fill in the above-mentioned gap by looking at both children’s understanding of advertising and product cues during decision-making. Currently, it is assumed that understanding of advertisements’ persuasive intent represents the sole factor that children consider during decision-making, which overlooks the role of intrinsic product cues (taste or healthiness) and more complex […]

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