The research activities focus on consumer behavior, in particular cognitive and emotional processing of advertising messages by consumers and the effects of advertising on consumers. Aspects of internationalization and cultural comparisons are an
Prof. Dr. Martin Eisend
Professor of International Marketing, Faculty of Business Administration and Economics, European University Viadrina Frankfurt (Oder), Germany
important aspect of most research projects. The research projects are empirical. Although different quantitative research methods are applied, a main focus of method application and methodological research is on empirical generalization, in particular meta-analyses.