Chair of Consumer Research
Our research group specializes in gaining a deeper understanding of consumer behavior. Our focus lies on behaviors that impact the environment, health, well-being, and social justice.
A key area of our research is dietary behavior. We investigate the factors and mechanisms that influence food consumption and develop interventions that support consumers in aligning their actions with their personal goals. A central focus is the design and evaluation of behavioral interventions, including adaptive digital interventions that provide support at the right moment in everyday life, as well as non-digital intervention approaches.
By studying how support can be tailored to people’s needs, contexts, and life stages, our research has two main objectives: advancing theoretical knowledge and applying this knowledge to develop effective behavioral interventions and policy measures for practical use.
We work in an interdisciplinary manner and collaborate with national and international partners. Our goal is to provide scientifically sound recommendations to decision-makers in politics, business, and society, aimed at promoting sustainable and healthy behaviors.
Head: Prof. Dr. Wencke Gwozdz
Secretariat: Kerstin Lenk
Senckenbergstraße 3
Germany
Phone: +49 (0)641 99-39361
Fax: +49 (0)641 99-39369