Chair of Digital Marketing

New publication on preferences for electric vehicles

Prof. Christian Schlereth’s research is now published in the Journal of the Academy of Marketing Science (ERIM: STAR; FT50).

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In this article, we study the development of preferences for electric vehicles over seven years. We see that even though technology progressed, people's preferences have not changed that much. Method-wise, we demonstrate how to use discrete choice experiments for longitudinal studies, even though you cannot ask the same respondents again and even though the product certainly changed over seven years. The paper is written together with Katharina Keller and Prof. Dr. Oliver Hinz, a collaboration between Goethe University Frankfurt and WHU - Otto Beisheim School of Management.

The open-access link is:

Aspects of this project already received media attention over the years before its publication, e.g.:
Focus Money: