{"id":19146,"date":"2022-07-27T16:33:03","date_gmt":"2022-07-27T14:33:03","guid":{"rendered":"https:\/\/www.munich-business-school.de\/insights\/?p=19146"},"modified":"2023-06-21T09:16:52","modified_gmt":"2023-06-21T07:16:52","slug":"professor-in-the-spotlight-3-fragen-an-prof-dr-sophie-hieke","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/2022\/professor-in-the-spotlight-3-fragen-an-prof-dr-sophie-hieke\/","title":{"rendered":"Professor in the Spotlight: 3 Fragen an Prof. Dr. Sophie Hieke"},"content":{"rendered":"\n<p><strong>In dieser Interviewserie stellen wir in regelm\u00e4\u00dfigen Abst\u00e4nden MBS-Dozierende vor, geben einen Einblick in ihre Forschungsprojekte und erl\u00e4utern, wie Unternehmenspraxis und Studierende davon profitieren.&nbsp;Heute an der Reihe ist Prof Dr. Sophie Hieke, Marketingexpertin und Studiengangsleiterin im <a href=\"https:\/\/www.munich-business-school.de\/master\/master-international-marketing-and-brand-management\" target=\"_blank\" rel=\"noreferrer noopener\">Master International Marketing and Brand Management<\/a>.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><strong>MBS Insights: Liebe Frau Hieke, k\u00fcrzlich ist die Sonderausgabe<em><a href=\"https:\/\/www.mdpi.com\/journal\/ijerph\/special_issues\/Food_Marking_Consumers\" target=\"_blank\" rel=\"noreferrer noopener\"> Food and Public Health: Food Supply, Marketing and Consumers<\/a><\/em> des International Journal of Environmental Research and Public Health erschienen, an der Sie als Mitherausgeberin ma\u00dfgeblich beteiligt waren: Herzlichen Gl\u00fcckwunsch! K\u00f6nnen Sie uns einen genaueren Einblick in die Themen Ihrer aktuellen Forschung geben?<\/strong><\/p>\n\n\n\n<p>Prof. Dr. Sophie Hieke: Mit meinem Team in Br\u00fcssel, beim <a href=\"https:\/\/www.eufic.org\/de\/\" target=\"_blank\" rel=\"noreferrer noopener\">Europ\u00e4ischen Informationszentrum f\u00fcr Lebensmittel (EUFIC)<\/a>, forschen wir zu ges\u00fcnderer und nachhaltigerer Ern\u00e4hrung bzw. dazu, wie wir das Entscheidungsverhalten von Verbraucher*innen positiv beeinflussen k\u00f6nnen. Mehr pflanzliches, weniger tierisches Protein, zum Beispiel. Aber auch Lebensmittelverschwendung ist ein gro\u00dfes Thema f\u00fcr uns: Was k\u00f6nnen wir tun, damit weniger Essen weggeworfen wird? Unser neuestes Projekt wird mit insgesamt 11 Millionen Euro von der Europ\u00e4ischen Kommission gef\u00f6rdert (PLAN\u2019EAT, F\u00f6rdernummer 101061023) und erlaubt es uns, zusammen mit 23 anderen europ\u00e4ischen Projektpartnern an der Wende hin zu einem ges\u00fcnderen und nachhaltigeren Lebensmittelsystem zu arbeiten.<\/p>\n\n\n\n<p><strong>MBS Insights: Was meinen Sie, welche Aspekte Ihrer Forschung f\u00fcr Studierende besonders interessant sind und wie bringen Sie das<\/strong> i<strong>n ihre Lehre ein?<\/strong><\/p>\n\n\n\n<p>Prof. Dr. Sophie Hieke: Ich mag mein Forschungsgebiet, weil es so angewandt ist. Gesundheit und Nachhaltigkeit betrifft uns alle \u2013 da wir alle jeden Tag essen (m\u00fcssen). Wie wir uns hier entscheiden, hat direkte und indirekte Auswirkungen auf unser aller Leben. Insgesamt fasziniert mich einfach menschliches Verhalten und warum wir tun was wir tun. Das bringe ich ganz explizit in meine Vorlesungen mit ein, zum Beispiel im Kurs <em>Psychology of Marketing<\/em>, wo wir uns mit diversen Verhaltenseffekten und wie diese im t\u00e4glichen Leben beeinflusst werden besch\u00e4ftigen.<\/p>\n\n\n\n<p><strong>MBS Insights: Und wie profitiert die Praxis von Ihrer Forschung?<\/strong><\/p>\n\n\n\n<p>Prof. Dr. Sophie Hieke: Meine Forschung hilft unter anderem, neue Produkte entwickeln zu k\u00f6nnen, zum Beispiel Fleischalternativen. Mein Team und ich tragen dazu bei, Verbraucher*innen und ihr Entscheidungsverhalten, ihre W\u00fcnsche und Pr\u00e4ferenzen, aber auch ihre kognitiven Verzerrungen (so genannte <em>biases<\/em>) besser zu verstehen und dann im Markt mit den entsprechenden L\u00f6sungen umzusetzen. Ein anderes Anwendungsgebiet sind die so genannten <em>nudges<\/em>, also Ver\u00e4nderungen in der Entscheidungsarchitektur &#8211; der Situation, in welcher wir eine Auswahl treffen. Ein Beispiel hierf\u00fcr k\u00f6nnte die Besch\u00e4ftigtenkantine in einem Unternehmen sein: Je nachdem wie und wo man bestimmte Speisen positioniert, beschreibt und anpreist, kann man ges\u00fcndere Verhaltensweisen <em>nudgen<\/em> (anstupsen), ohne irgendjemandem etwas vorzuschreiben oder zu verbieten. Wir haben gerade erst einen Antrag beim Bundesministerium f\u00fcr Landwirtschaft und Ern\u00e4hrung eingereicht, um diese Forschung in Krankenhauskantinen durchzuf\u00fchren. Hoffen wir, dass unser Antrag erfolgreich ist und wir die F\u00f6rderung erhalten!<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>In dieser Interviewserie stellen wir in regelm\u00e4\u00dfigen Abst\u00e4nden MBS-Dozierende vor, geben einen Einblick in ihre Forschungsprojekte und erl\u00e4utern, wie Unternehmenspraxis und Studierende davon profitieren.&nbsp;Heute an der Reihe ist Prof Dr. Sophie Hieke, Marketingexpertin und Studiengangsleiterin <a class=\"mh-excerpt-more\" href=\"https:\/\/www.munich-business-school.de\/insights\/2022\/professor-in-the-spotlight-3-fragen-an-prof-dr-sophie-hieke\/\" title=\"Professor in the Spotlight: 3 Fragen an Prof. Dr. Sophie Hieke\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":26,"featured_media":14201,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47,56,3181,5608,66,81,85,7130,95,11,16,100],"tags":[11653,10191,9936,3332,10164,9567,3334,394,434,10891,11645],"coauthors":[685],"class_list":["post-19146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bachelor-international-business-de","category-fakultaet-forschung","category-forschung","category-homepage-de","category-innovation-entrepreneurship-de","category-marketing-sales-de","category-master-international-business-de","category-master-international-marketing-and-brand-management-de","category-mbs-de","category-mbs-business-blog-de","category-mbs-news-de","category-soziale-verantwortung","tag-entscheidungsfindung","tag-ernahrung","tag-fakultat","tag-forschung","tag-gesundheit","tag-konsumentenverhalten","tag-lehre","tag-marketing","tag-nachhaltigkeit","tag-praxisrelevanz","tag-verschwendung"],"yoast_head":"<!-- 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