Research field 4: Consumer behavior
social behavior in all domains of life. The research area predominantly uses the possibilities of the “Research Lab” of the BreLAB and also offers students the possibility to conduct their own experiments [...] Research field 4: Consumer behavior At the core of the research area “consumer behavior” lies the idea to understand why consumers behave as they do, i.e., how consumers think about marketing activities [...] make judgments, and which underlying cognitive processes drive their behavior. “Consumer behavior” research bridges many different perspectives from many different disciplines, such as psychology, sociology