Prof. Dr. Martin Eisend

Our research activities focus on consumer behavior and marketing communication, in particular on effects of advertising messages and strategies (e.g., humor, repetition), societal issues of marketing communication (e.g., gender roles) and aspects related to ethical consumption. From a theoretical point of view, theories from marketing, management, psychology, sociology, anthropology, communication science and cultural theories are applied and combined.

Most research projects are quantitative-empirical-analytical. Although different research methods are applied, the main focus of method application and methodological research is on empirical generalization, in particular meta-analyses.

Curriculum Vitae (PDF)