Insights into current consumer research in Berlin

This year's Consumer Research Workshop took place in Berlin on November 11 and 12, bringing together researchers from all over Germany to discuss current developments in consumer behavior, market mechanisms, and consumer policy. The two-day event offered a diverse program of specialist presentations, thematic workshops, and informal exchanges.

Annika Hagen's contribution from the HCCG focused on the topic of “Sustainability, price, and market effects: How consumers react to product line extensions.” The presentation introduced empirical findings on how consumers perceive conventional and sustainable line extensions, what role price and brand structures play in their decisions, and how these effects can be used for market forecasts, which was then discussed together.

In addition to the technical presentations, the workshop offered a wide-ranging supporting program. In topic-specific sessions, such as “Publishing in Consumer Research” and “Resilience in Academic Work,” both young and experienced researchers gained valuable insights into publication processes and dealing with academic pressure. The practical ideas were very well received and opened up space for personal reflection and mutual support.

There was also plenty of opportunity for informal exchange: joint dinners in a relaxed atmosphere enabled participants to deepen contacts, initiate new collaborations, and engage in conversation across the boundaries of their respective disciplines.