Consumer Behavior, Customer Insight & Consumer Culture Research

We are a team of qualitative researchers who investigate consumption in our interdisciplinary research at the intersections of marketing and (cultural-)sociology.

While the pre-purchase phase has gained much attention, the post-consumption phase (e.g. what consumers do with their products at home) has attracted far less attention. We tackle this understudied phase and answer the following research questions:

• How do consumers resolve their relationships with (digital) objects?
• How do consumers behave in a more sustainable way?
• How do consumers evaluate purchased products and product performances?
• How do consumers stick together in consumption and brand communities?