Florian Kock

Florian Kock‘s research interests include international and intercultural marketing and consumer behavior; consumers’ attitude structure, change and psychological processing of market entities such as brands and tourist destinations; the role of emotions in consumer and tourist behavior and decision-making; and the role of prejudice and stereotyping in consumer behavior.

He uses a cross-disciplinary approach and draws on social, evolutionary and clinical psychology as well as institutional theory to understand pressing issues of consumer behavior that may even reach beyond the discipline of marketing.

He conducts quantitative studies in the areas of marketing, tourism, management and psychology, involving the conceptual development, operationalization and empirical validation of new constructs and scales, as well as nomological networks.

Primary research areas

• Consumer Behavior and Psychology
  • International and Cross-Cultural Marketing
  • Branding
  • Tourism Research
  • Quantitative Modelling

Supervision

Supervision of ambitious topics in consumer behaviour, branding, tourism research, psychology and international marketing, with a focus on high academic quality and practical impact. Florian Kock prefers quantitative approaches. Contact Florian in good time before the actual start of your thesis.