A&F Marketing - Consumer Psychology

About the Lab

The Consumer Lab is a research laboratory in the A&F Marketing – Consumer Psychology department at Kiel University. Our research focuses on consumer psychology and behavior in consumer goods, agribusiness, and tourism contexts. Key research areas include consumer responses to marketing visuals, consumer-brand relationships, cross-cultural issues, brand management, and innovative research methods. For generating new insights into consumer behavior from a multi-methodological perspective, the Consumer Lab includes a facility for working with focus groups, in-depth interviews and a range of technical research equipment, such as:

  • Implicit Association Test (IAT)
  • Eye-Tracking
  • Virtual Reality (VR) Equipment


To support data collection, the Consumer Lab maintains the

Consumer Panel Nord
If you register in our consumer panel (click here to register), you will – once in a while - receive invitations to participate in one of our experiments and studi



Workplace for surveys
Workplace for sensoric experiments
Eyetracking heatmapEyetracking heatmap

Examples of published studies using the Consumer Lab

Nickel, K., Orth, U.R., & Kumar, M. (2020). Designing for the genders: The role of visual harmony, International Journal of Research in Marketing, 37(4),697-713.


Orth, U.R., Machiels, C.J.A., Rose, G.M. (2020). The reverse Napoleon effect: The brand appreciation of tall people by looking up. Psychology & Marketing, 37(9) , 1194-1211. http://dx.doi.org/10.1002/mar.21352

Yarar, N. and Orth, U. R. (2018). Consumer lay theories on healthy nutrition: A Q methodology application in Germany. Appetite, 120, 145-157. https://doi.org/10.1016/j.appet.2017.08.026

Orth, U. R., Cornwell, T. B., Ohlhoff, J., & Naber, C. (2017). Seeing faces: The role of brand visual processing and social connection in brand liking. European Journal of Social Psychology, 47(3), 348-361. https://doi.org/10.1002/ejsp.2245

Karnal, N., Machiels, C.J.A., Orth, U.R., & Mai, R. (2016). Healthy by design, but only when in focus: Communicating non-verbal health cues through symbolic meaning in packaging. Food Quality and Preference, 52, 106-119. http://doi.org/10.1016/j.foodqual.2016.04.004.

Nibbe, N., & Orth, U. R. (2014). Semantic Congruence Effects Across two Sensory Modalities: An Implicit Association Perspective. Ideas in Marketing: Finding the New and Polishing the Old, 622–622. doi:10.1007/978-3-319-10951-0_228

Orth, U. R., & Crouch, R. C. (2014). Is beauty in the aisles of the retailer? Package processing in visually complex contexts. Journal of Retailing, 90(4), 524-537. https://doi.org/10.1016/j.jretai.2014.05.004