Brand and advertising psychology
Research projects in this area focus on brands and their impacts and effects on consumer behaviour.
Based on marketing, personality, communication and relationship theories, we are studying how brand communication works and what messages are transmitted via various channels. We analyse the personality or the image of brands and the associated drivers for purchasing behaviour.
Together with partners the ZHAW Media Psychology section team developed a recommendation engine that can be used for various media contents (for example, films, music, books, etc.). The special thing about it is that in addition to the usual indicators, such as demographics, interests or consumer preferences, psychometric variables are included to improve the quality of the recommendations.