Focus: Transformative Consumer Research

The field of transformative consumer research is about gaining behavioral science insights that help to promote the personal and collective well-being of consumers. Findings from this field of research are important for companies to improve customer relationships, for governmental and non-governmental institutions to shape social developments and for consumers to optimize their personal well-being.

The following topics are particularly welcome for final theses in the context of transformative consumer research at the FG Marketing:

• Determinants of pleasure in consumer experiences
  • Influences of the social environment
  • Influences of "mindsets"
  • Aesthetic value
  • Experience expectations ("affective forecasting") & experience

• Interactions between consumption patterns / orientations and consumer well-being
  • Consumption of self-help / self-improvement products & services
  • Social media engagement
  • Socially and environmentally responsible consumption
  • Mindfullness
  • Materialism
  • Voluntary Simplicity
  • Compensatory consumption

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