Veröffentlichungen

This study examines the strategic role of neuroscience in developing strong and sustainable brands through implementing cognitive, emotional and sensory insights into marketing strategies. Based on this, this study focuses as well as investigates how neuromarketing methods such as EEG, fMRI, GSR, eye tracking and facial coding enable the scientific measurement of unconscious consumer responses […]

Behavioral accounting examines how individuals interpret accounting information and how cognitive and emotional factors affect decision-making. An experiment with 43 participants, including accounting experts and students, was conducted to examine differences in the evaluation of financial data. Eyetracking, facial expression analysis, and biosensors were used to record visual attention and emotional responses during accounting tasks. […]

The study focuses on how young viewers visually process short-form videos on TikTok and how the distribution of attention between the main image and the platform interface changes in the process. In an exploratory laboratory experiment, 16 participants watched ten videos of four different types of content (lifestyle, educational content, fastpaced potentially risky videos, multi-screen […]

Background: Anorexia nervosa (AN) is a severe psychiatric disorder marked by restrictive eating, distorted body image, and high relapse rates. While cognitive-behavioral therapy (CBT) is a widely used treatment, its mechanisms of action in AN remain incompletely understood, particularly beyond self-reported symptom change. This study investigated the effects of a 12-week CBT intervention on both […]

Abstract: This study investigates the attentional and emotional impact of different image types in medical crowdfunding campaigns, and how these images impact donations. Building on signaling theory and evolutionary explanations for the drivers of altruism, we hypothesized that donors will be more likely to support campaigns with images that depict illness than campaigns with images […]

Abstract Global urbanization redirects attention toward the sensory quality of the built environment as a decisive factor in public health and psychological resilience. In automated retail, façades function as sensory interfaces to mitigate the psychological alienation and sensory deprivation inherent in automated nodes. This preliminary study proposes and empirically validates a multimodal evaluation framework for […]

Abstract Carousel ads introduce a unique interactive element to in-feed social media advertising by prompting consumers to swipe sideways. Four studies offer novel insights into the “carousel effect” that results from the interactivity and multi-card structure of carousel ads. An exploratory investigation of how consumers perceive and experience carousel ads reveals four experiential themes: curiosity, […]

Abstract: Very short answer questions (VSAQs) have gained attention for their superior psychometric properties compared to multiple-choice questions (MCQs). While VSAQs require knowledge recall, MCQs primarily involve knowledge recognition. This difference in cognitive processes may lead to varying cognitive workloads, defined as the amount of mental processing in working memory. Previous studies have not demonstrated […]

Abstract The majority of studies evaluating the effectiveness of branded CSR campaigns are concentrated and base their conclusions on data collection through self-reporting questionnaires. Although such studies provide insights for evaluating the effectiveness of CSR communication methods, analysing the message that is communicated, the communication channel used and the explicit brain responses of those for […]

This study challenges the assumption that more realism in digital humans always leads to greater trust and engagement. Using eye-tracking and postexposure surveys, we compared viewer responses to three video presenters: a highly realistic digital human, a real human, and an imperfect altered human, represented by a real presenter altered to have unblinking eye contact. […]