At the Chair of Marketing, we combine basic and applied research on a wide range of product design issues. For example, we are interested in how customers perceive the aesthetics of individual products, and for what reasons they find a specific design appealing. We are also interested in the composition of products according to aesthetic, and especially stylistic aspects, e.g. in outfits or in interior design contexts, and how they influence the behavior of customers or employees. To investigate the questions we are interested in, we use a wide range of data collection methods, ranging from classical survey studies and experimental designs to implicit association tests and the use of facereaders or eye tracking. By cooperating with partners from industry, we ensure the transfer of our findings into practice.