The Formation and Change of Consumer Attitudes

Consumer attitudes can be explicit or implicit and can influence consumer behavior consciously or unconsciously. This field of research addresses questions regarding how consumer attitudes are formed, change, can be activated, and what their nature is. Accordingly, the approach focuses on theoretical assumptions, psychometric measurement methods, and model structure analyses of consumer attitudes. In application-oriented contexts, the methodology shifts to construct development (and validation) or the investigation of complex higher-order attitude models.

Cognitive Biases

Cognitive biases result from systematic information processing, which can influence consumer behavior. The focus of this field of research includes the theoretical grounding of such biases, the operationalization of the assumed systematic nature (ensuring measurability), the experimental testing of the occurrence and influence of these biases, and the identification of influencing factors (e.g., contextual conditions, control mechanisms) related to the cognitive bias under consideration.

For publications see current publications at Google Scholar, ORCiD, or ResearchGate.

Geissmar, J., & Niemand, T. (2021). The Burden of Unconscious Expertise – How and When the Dunning-Kruger Effect Shapes Consumer Evaluations in Retail. 50th Conference of the European Marketing Academy (EMAC) in Madrid, ESP.

Klug, K., Niemand, T., & Geissmar, J. (2025). Zero Waste@Coffee to Go: How Precycling Fosters Sustainable Consumption. 9th Symposium of the International Centre of Anti-Consumption Research (ICAR) in Montreal, CAN.