Florian Goller

Florian Goller is a Researcher at the Institute of Marketing within the Business faculty at the University of Applied Sciences Wiener Neustadt, specifically working at the Wieselburg Campus. His research focuses on the intersection of artificial intelligence and consumer behavior, with particular emphasis on how AI-generated content affects consumer perceptions and decision-making processes.

Dr. Goller's research interests span several key areas in modern marketing and consumer science:

• Artificial Intelligence applications in marketing and consumer behavior
• Consumer perception of AI-generated versus human-created content
• Decision-making processes in digital environments
• Impact of branding versus eco-labeling on consumer choices
• Sustainability in consumer behavior and energy communities

His recent publications demonstrate a clear trend toward examining how generative AI is transforming marketing practices, particularly in e-commerce contexts. Dr. Goller has investigated how AI-generated product descriptions affect consumer perceptions of product quality and purchase intentions, revealing important insights about consumer trust in AI-created content. His work also explores how traditional marketing elements like branding continue to influence consumer choices, even when sustainability information is provided through eco-labels.

Dr. Goller has been actively involved in research projects including NETSE (2021-2024), which focused on communication interfaces for energy communities, examining how to integrate photovoltaic systems, battery storage, and electric charging stations into sustainable energy frameworks. His research combines technical aspects of energy systems with consumer behavior analysis, reflecting his interdisciplinary approach.

Based at the Wieselburg Campus of the University of Applied Sciences Wiener Neustadt, Dr. Goller works within the Institute of Marketing and Department of Consumer Science, collaborating with various research and industry partners on projects related to sustainability, consumer behavior, and digital marketing innovations.