Andrea Gröppel-Klein

Univ.-Prof. Dr. Andrea Gröppel-Klein is Professor of Business Administration (Marketing) and Director of the Institute for Consumer and Behavioral Research at Saarland University's Faculty of Empirical Human Sciences. She joined CEUS in 2021 and maintains active research collaborations across Europe. Her leadership extends to deputy directorship at the Europa-Institut (Economics Section), where she teaches interdisciplinary courses.

Her research examines consumer behavior through innovative interdisciplinary methods including eye tracking, electrodermal response measurement, and facial expression analysis. Key focus areas include:

• Cross-cultural consumer behavior comparisons
• Impacts of digitalization, virtual worlds, and demographic shifts
• Consumer responses to crises (e.g., COVID-19, Ukraine war)
• Food/health policy through EU projects (FLABEL, CLYMBOL, mEATquality)
• Animal welfare economics and sustainable consumption

Recent publications (2021-2024) demonstrate strong emphasis on digital transformation in marketing, particularly virtual influencers, AI interfaces, blockchain applications, and crisis-driven consumer behavior. Her work consistently integrates behavioral science with practical marketing implications.

Honors include:

• OWL-Unternehmerpreis for doctoral research
• Büropa-Preis for habilitation excellence
• Lise-Meitner-Stipendium research grant

She directs multiple EU-funded projects investigating meat quality perception and health labeling, while supervising doctoral candidates through the EIASM network. Her institute employs interdisciplinary teams using physiological measurement labs for consumer studies.