- Marketing
- Consumer Behavior
- Pricing Strategies
- +۵ مورد دیگر
Prof. Dr. Hans Pechtl is a Professor and Chair Holder of the Chair of General Business Administration, especially Marketing at the Faculty of Law and Economics, University of Greifswald. His office is located in Room 327 at Friedrich-Loeffler-Straße 70, 17489 Greifswald, with office hours on Mondays from 4:30 p.m. to 6:00 p.m., and by appointment during semester breaks. Prof. Pechtl's research focuses on marketing, consumer behavior, pricing strategies, and e-commerce. His work examines topics such as the decoy effect in consumer decision making, ambush marketing, price knowledge structures, and consumer adoption of online shopping. He has extensively researched how context influences preference formation and how consumers process pricing information, with particular attention to the psychological aspects of consumer choices in retail environments. His research projects include studies on gender differences in cause-related marketing, the advertising impact of history claims, product placement on YouTube, inter- and intracultural differences, ambush marketing, and the influence of advertising on taste perception. These projects reflect his interest in both traditional and digital marketing channels and their effectiveness in different contexts. Prof. Pechtl has supervised numerous doctoral students who have gone on to successful careers in academia and industry. His former doctoral students include Dr. Jörn Krüger, Dr. Michael Koch, Dr. Julia Skrobek, Dr. Doreen Emmler, Dr. Atieh Bathaee, Dr. Elham Heidarian, and Dr. Daniel Hunold. His research has been supported by collaborations with international partners including the University of Joensuu (Prof. Dr. Raija Komppula), the Technology Transfer Office for Biotechnology at the University of Greifswald, and Adidas. His publications span several decades, with recent work focusing on rural consumer behavior, sponsorship identification in sports events, and the decoy effect in decision making. His research consistently bridges theoretical marketing concepts with practical applications, making significant contributions to both academic literature and business practice.










