Research Projects

Photo of A Wooden Bookshelf ©

Workspace design and cognitive performance

This project focuses on the dynamics between workspace design and different manifestations of cognitive performance. Special emphasis lies on the question to what extent the design and the perceived symbolism of physical and virtual workspaces influence cognitive processes. This is an interdisciplinary project between the FG Marketing and the FG TIM. With a multidisciplinary focus and by working closely with practice partners, this project aims to contribute to our understanding of the role of physical and virtual workspaces for creativity and innovation in different contexts.

Stylish interior of modern lounge zone ©

Design style characterization

Scandinavian design, Pop design or Postmodern design ... these stylistic labels are largely established in everyday language and are frequently used for marketing purposes. However, products are often inconsistently assigned to styles so far, which is due to a lack of detailed, comprehensive and generalizable language in the design and marketing literature. The project aims to solve this problem by developing an instrument that allows products to be unambiguously classified stylistically, comprehensively characterize styles, and identify stylistic relationships.

Mannequins ©

Enclothed cognition

In this study, we would like to analyze the relationship between the design style and consumer behavior from the perspective of enclothed cognition. Enclothed cognition is a new direction in research, which studies the impact that clothes have on the wearer's psychological processes. The behavioral effect occurs because the outfits activate social values and norms related to the associated meaning of the respective design style.

Mannequins On Store Window ©

Ästhetische Konsistenz von Designensembles

Both in online shops and offline in stores and catalogs, products are often presented in complementary product constellations. In this project we investigate the importance of aesthetic consistency within such product ensembles in the fashion and interior design domain. We analyze the role of psychological factors in preference formation as well as possible boundary conditions for the interaction between aesthetic consistency and consumer preference. The insights gained are relevant for the design of product assortments as well as for the presentation of products in stores and online shops.