Wassili Lasarov

Dr. Wassili Lasarov is a Postdoc Researcher at the Kiel Centre for Globalization and the Department of Marketing at Christian-Albrechts-University of Kiel. He joined the Kiel Centre for Globalization as a KCG Fellow in September 2019 and works under Professor Stefan Hoffmann.

His research focuses on transformative consumer research, cross-cultural consumer research, consumer psychology, and social psychology. Lasarov's work explores how psychological mechanisms like moral licensing interact with economic behaviors, particularly in environmental contexts and corporate social responsibility.

His recent publications examine how ambient temperature affects consumer responses to CSR communications, indirect rebound effects in consumer environmental behavior, and the social dimensions of moral licensing. These works demonstrate an interdisciplinary approach bridging psychology, marketing, and sustainability science.

Lasarov is currently working on the DFG project 'Me, we, and them: A context-sensitive model of social and vicarious consumer animosity (ME-WE-THEM)' that investigates cross-cultural differences in CSR perception along global supply chains.

His academic journey includes receiving his doctorate summa cum laude in 2018 from Kiel University, where he had been a research associate from 2014 to 2018. Prior to his academic career, he worked as a Global Key Account Manager and Consultant at GfK in Nürnberg. He holds a diploma from the University of Dresden.