{"id":13112,"date":"2019-10-31T15:45:32","date_gmt":"2019-10-31T14:45:32","guid":{"rendered":"https:\/\/www.munich-business-school.de\/insights\/?p=13112"},"modified":"2019-10-31T15:53:54","modified_gmt":"2019-10-31T14:53:54","slug":"mbs-professor-dr-sophie-hieke-presents-some-insights-about-her-current-research-at-brown-bag-seminar","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/en\/2019\/mbs-professor-dr-sophie-hieke-presents-some-insights-about-her-current-research-at-brown-bag-seminar\/","title":{"rendered":"MBS Professor Dr. Sophie Hieke Presents Some Insights About Her Current Research at Brown Bag Seminar"},"content":{"rendered":"<p>In a Brown Bag seminar held on Wednesday this week, Dr. Sophie Hieke, Professor for Marketing and Communication and the Academic Director for the Master International Marketing and Brand Management (IMBM) at MBS, took the stage to present one of the most recent research projects she has conducted as Head of Consumer Science at the European Food Information Council (EUFIC), titled \u00bbDrivers of Choice \u2013 What motivates consumer behaviour?\u00ab.<\/p>\n<p>In collaboration with Professor Grunert and Dr Zusanna Pieniak, a behavioural study has been conducted using the laddering technique (i.e. semi structured in-depth interviews) to find out what drives food choice and purchase across different European countries. A summary of the main findings can be found <a href=\"https:\/\/www.eufic.org\/en\/healthy-living\/article\/drivers-of-choice-what-motivates-consumer-behaviour\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13135\" src=\"https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/10\/Sopphie_Hieke1-1024x504.jpg\" alt=\"\" width=\"1024\" height=\"504\" srcset=\"https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/10\/Sopphie_Hieke1-1024x504.jpg 1024w, https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/10\/Sopphie_Hieke1-300x148.jpg 300w, https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/10\/Sopphie_Hieke1.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Brown Bag Seminars are quick and informative overviews about a specific field, held during lunchtime. They\u2019re a great format that combines eating with listening to a (new) colleague speaking about his\/her work. We are looking forward to the next brown bag with Prof. Dr. Ellen Schmid: \u00bbMe myself and I: self- interested leadership and Narcissists in leadership positions\u00ab on <strong>November 19, 2019, 12:30 am.<\/strong><\/p>\n<p>Many thanks to Professor Dr. Hieke for sharing her behavioural insights on food choice!<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>In a Brown Bag seminar held on Wednesday this week, Dr. Sophie Hieke, Professor for Marketing and Communication and the Academic Director for the Master International Marketing and Brand Management (IMBM) at MBS, took the <a class=\"mh-excerpt-more\" href=\"https:\/\/www.munich-business-school.de\/insights\/en\/2019\/mbs-professor-dr-sophie-hieke-presents-some-insights-about-her-current-research-at-brown-bag-seminar\/\" title=\"MBS Professor Dr. Sophie Hieke Presents Some Insights About Her Current Research at Brown Bag Seminar\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":26,"featured_media":13134,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1987,2288,3183],"tags":[5162,8664,5078,8666],"coauthors":[685],"class_list":["post-13112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-faculty-research","category-mbs-campus-community","category-research","tag-brown-bag","tag-consumer-behaviour-en","tag-food","tag-sophie-hieke-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blog Munich Business School<\/title>\n<meta name=\"description\" content=\"MBS Prof. Dr. Sophie Hieke, presented one of the most recent research projects she has conducted as Head of Consumer Science at the European Food Information Council (EUFIC), titled \u00bbDrivers of Choice \u2013 What 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