Interactions with Augmented Reality
How AR interfaces alter perception, evaluation and decision-making in consumption contexts.
Fundamental Research
Our research at a glance
At the heart of our work is the rigorous exploration and analysis of how technology impacts decision-making.
Vision
The Professorship of Marketing and Technology envisions a more complete understanding of how emerging technologies shape marketing and management contexts. We aim to educate consumers, firms and societal decision-makers.
Mission
We pursue an interdisciplinary research agenda that bridges psychological theory with technology-driven and managerial questions, focusing on immersive technologies, artificial intelligence and human–machine interaction.
Current research pillars
Characteristics of VR Environments
Which properties of virtual environments shape presence, behavior and downstream judgments.
Perception of and Interactions with AI
How people interpret, trust and cooperate with artificial intelligence in C2C and B2B settings.