Peter Kenning

Peter Kenning is Professor of Business Administration with a focus on Marketing at Heinrich Heine University Düsseldorf, where he has held the Chair of Business Administration since 2014. Previously, from 2007 to 2014, he was Chair of Marketing at Zeppelin University (ZU). He earned both his doctorate and habilitation in business administration from the University of Münster.

Professor Kenning's research spans consumer neuroscience, neuroeconomics, and quantitative marketing research, with particular emphasis on the neural processes underlying consumer decision-making. His work bridges marketing theory and neuroscience, employing methodologies such as fMRI and fNIRS to investigate consumer responses to marketing stimuli. He has authored influential textbooks including 'Consumer Neuroscience - a transdisciplinary textbook' (2020) and 'An Integrative Guide to Consumer Neuroscience' (2022), which have helped define and advance the field.

His recent publications demonstrate a significant shift toward examining digital marketing phenomena including dark patterns, chatbot interactions, and location-based retail applications. His research increasingly addresses sustainability issues in consumption and the ethical implications of marketing practices, reflecting a growing concern with responsible consumer behavior and evidence-based consumer policy.

As an active contributor to consumer policy discussions, Professor Kenning has served on the Expert Council for Consumer Affairs of the Federal Ministry of Justice and Consumer Protection, contributing to reports on social inequality, sustainable consumption, and digital consumer protection. His policy-relevant research demonstrates his commitment to applying academic insights to real-world consumer issues.

His work with the Scientific Advisory Board of the BMELV has focused on sustainable consumption patterns and methods for promoting more responsible consumer behavior. He regularly presents his work at international conferences and collaborates with researchers across Europe and North America, contributing to the global advancement of consumer neuroscience as an interdisciplinary field.