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Lehrstuhl für Marketing

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Profil

Herzlich Willkommen am Lehrstuhl für Marketing!


Welche Chancen bieten neue Technologien, wie Virtual und Augmented Reality, das Einkaufsverhalten von Konsumenten besser zu verstehen? Können Empfehlungsagenten blickbasiert gesteuert werden? Wie laufen Entscheidungsprozesse in virtuellen und realen Einkaufsumgebungen ab? Welche Informationen lassen sich aus Social Media Daten gewinnen? Wie können Social Media Influencer effizient ausgewählt werden?


Mit diesen und ähnlichen Fragen beschäftigt sich der Lehrstuhl für Marketing in Forschung und Lehre. Die Forschungsschwerpunkte des Lehrstuhls sind derzeit: Soziale Medien und Digitalisierung, Informationsverarbeitung und Entscheidungsforschung sowie Entscheidungsunterstützungssysteme im Einzelhandel. Dabei wird in den meisten Forschungsprojekten ein quantitativ-empirischen Forschungsansatz verfolgt und neueste Methoden verwendet, wie z.B. Eyetracking, Virtual Reality (VR), Augmented Reality (AR) und Text Mining.


Wir arbeiten sowohl eng mit führenden nationalen und internationalen Forschungseinrichtungen als auch mit kleinen und großen Unternehmen zusammen. Internationale Kooperationen und Co-Autorenschaften in der Forschung bestehen unter anderem mit der Duke University (USA), Monash University (Australien), dem Karlsruher Institut für Technologie (KIT), den Universitäten Gießen und Bielefeld sowie der Universität von Chile.


Die Arbeit am Lehrstuhl ist grundsätzlich problem- und nicht disziplinorientiert. Damit geht zwangsläufig eine interdisziplinäre Ausrichtung einher, die sich in der Einbindung von externen Partnern in Lehre und Forschung zeigt.

Lehre

  • Grundlagen Marketing
  • Marketing I – Brand Management
  • Marketing II – Consumer Behaviour
  • Advanced Marketing
  • Quantitative Marketing Research Methods
  • Eye tracking in Desktop, Natural and Virtual Environments

Forschungsschwerpunkte

Recommender systems in retailing (virtual and augmented reality)

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Research in the area of recommender systems in retailing is still in its infancy. In an interdisciplinary research project with Jella Pfeiffer, Thies Pfeiffer and Christian Peukert, we work on developing a recommender system based on attentional information, i.e., mobile eye-tracking information. Results of first empirical studies were recently published in the Journal of Management Information Systems, Information Systems Research, and Journal of Business Research. The development of such a recommender system is a long-term project that requires overcoming technical obstacles and working on many open questions regarding the interpretation of mobile eye-tracking data. Our research group is among the first investigating attentional processes in virtual retail environments. Our approach allows us to automatically analyze the respective data, i.e., allocate fixations to the respective objects in virtual reality. In virtual reality, we can analyze attentional processes “on the fly” and change the environment in real time based on the respondent’s gaze behavior.


Mobile eye tracking has been brought up as a promising research tool for analyzing the effectiveness of promotional design elements. It can be used as a new instrument for collecting data on shopper navigational behavior, aisle placements, and shelf position and therefore is an opportunity to provide new insights into naturalistic shopping behavior. It seems that with the advent of highly portable lightweight mobile eye-tracking equipment, the door is now open for analyzing attentional processes in real-world retail settings. We think that, with the advent of Google glasses or similar technology, our research will be very important for retailers, marketing researchers, and the entire society, as we cannot only understand attentional processes better but also interact with consumers based on attentional information.

Related research articles:


  • Pfeiffer, J., T. Pfeiffer, M. Meißner, E. Weiß (2020): “Eye-Tracking-Based Classification of Information Search Behavior Using Machine Learning: Evidence from Experiments in Physical Shops and Virtual Reality Shopping Environments,” Information Systems Research, forthcoming.
  • Peukert, C., J. Pfeiffer, M. Meißner, T. Pfeiffer, C. Weinhardt (2019): “Shopping in Virtual Reality Stores: The Influence of Immersion on System Adoption,” Journal of Management Information Systems, 36 (3), 1-34. https://doi.org/10.1080/07421222.2019.1628889

Information processing and decision-making

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Research in this area focusses on better understanding information search processes and decision making. We are particularly interested in understanding the extensive information search processes for digital innovations. We frequently use eye tracking to measure visual attention of decision makers. PhD courses on how to use eye tracking are offered on a regular basis.

Related research articles:


  • Meißner, M., A. Musalem, J. Huber (2016): “Eye-Tracking Reveals a Process of Conjoint Choice that is Quick, Efficient and Largely Free from Contextual Biases,” in: Journal of Marketing Research, 53 (1), 1-17. https://doi.org/10.1509%2Fjmr.13.0467
  • Meißner, M., J. Oll (2019): “The Promise of Eye-Tracking Methodology in Organizational Research: Best Practice Recommendations and Future Avenues,” in: Organizational Research Methods, 22 (2), 590-617. https://doi.org/10.1177%2F1094428117744882

Social media and digitization

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Ihre Frage:

Social media have become an integral part of digital marketing strategies. Companies must rethink their communication strategies and learn how to use social media in a targeted manner. A particular challenge is also the fact that the relevance of social media is constantly changing. The marketing discipline is faced with the task of developing and empirically testing theories that justify the effective use of social media. Our research focuses on influencer marketing and the Internet of Things (IoT).


Presentations at conferences:

  • Klostermann, J., D. Böger, M. Meißner, R. Decker (2019). The Effects of Influencers Sponsored Post Frequency on Audience Engagement, 41st Annual ISMS Marketing Science Conference, Rome.
 

Forschung & Kooperationen

Ad-hoc Reviewing Funktionen

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Ihre Frage:
  • Journal of Marketing Research
  • Journal of Consumer Psychology
  • Information Systems Research
  • Journal of Management Information Systems
  • Journal of Business Research
  • Journal of Behavioral Decision Making
  • OR Spectrum
  • European Journal of Marketing
  • Decision Support Systems

(Co-)Betreuung von Dissertationen

Fragen?
Ihre Frage:
  • Jan Klostermann, Universität Bielefeld, “Learning from Connected Consumers: How Brands Can Utilize User-Generated Content in Online Social Networks”, Betreuung erfolgt zusammen mit Professor Reinhold Decker (Universität Bielefeld).
  • Daniel Böger, Universität Bielefeld, “Essays on Measuring and Modeling Brand Perceptions”, Betreuung erfolgte zusammen mit Professor Reinhold Decker (Universität Bielefeld), abgeschlossen im Oktober 2018.
  • Pascal Kottemann, Universität Bielefeld, “Essays on Brand Image Effects in Marketing”, Betreuung erfolgte zusammen mit Professor Reinhold Decker (Universität Bielefeld), abgeschlossen im Januar 2017.
  • Katrin Zulauf, Universität Kassel, “Einfluss persönlichkeitsbezogener und kultureller Konstrukte auf Verhandlungen”, Betreuung erfolgte zusammen mit Ralf Wagner (Universität Kassel), abgeschlossen im Jahr 2014.

Forschungskooperationen & Partner

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Ihre Frage:
  • Joel Huber, Alan D. Schwarz Professor of Marketing, The Fuqua School of Business, Duke University, USA.
  • Harmen Oppewal, Professor of Marketing, Department of Marketing, Monash Business School, Monash University, Australia.
  • Andrés Musalem, Associate Professor of Marketing, Department of Industrial Engineering, University of Chile, Chile
  • Ricardo Montoya, Associate Professor of Marketing, Department of Industrial Engineering, University of Chile, Chile.
  • Reinhold Decker, Professor of Marketing, Department of Business Administration and Economics, Bielefeld University, Germany,
  • Jella Pfeiffer, Professor of Business Administration, Justus Liebig University Giessen, Germany.
  • Christian Peukert, PhD candidate, Institute of Information Systems and Marketing, Karlsruhe Institute of Technology, Germany.
  • Jan Klostermann, PhD candidate, Department of Business Administration and Economics, Bielefeld University, Germany.
  • Josua Oll, PostDoc, Department of Business Administration, Economics, and Law, Institute for Business Administration and Business Education, University of Oldenburg.
  • Christian Stummer, Professor of Innovation and Technology Management, Department of Business Administration and Economics, Bielefeld University, Germany.

Lehrstuhlinhaber

Meißner, Martin Prof Dr
Tel:+49 7541 6009-1221
   |   Curriculum Vitae

Assistenz

Specht, Brigitte
Dezentrales Sekretariat des akademischen Lehr- und Forschungsbetriebs
Tel:+49 7541 6009-1500
Raum:Semi 1.07