New Appointment at the University
On March 1, 2021, the president appointed a new professor at Chemnitz University of Technology - Prof. Dr. Marcel Lichters is now head of the Professorship of Marketing
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Prof. Dr. Marcel Lichters was newly appointed to Chemnitz University of Technology on March 1, 2021. Photo/Montage: private/Jacob Müller
On March 1, 2021, Prof. Dr. Marcel Lichters was appointed to the Faculty of Economics and Business Administration’s Professorship of Marketing at Chemnitz University of Technology. The formal appointment by University President Prof. Dr. Gerd Strohmeier will be made up at a later date due to the current situation at the university.
In his research, Prof. Marcel Lichters is mainly concerned with decision anomalies and manipulation of consumers, quantitative market research methods, and sensory marketing, especially scent research and sensory product acceptance in the field of food. For this purpose, he maintains collaborations with international partners including Caltech, the University of South Florida, Georgia State University, and Rowan University. He has been published in internationally renowned journals including Journal of Marketing Research, Journal of Service Research, and Journal of Business Research.
About Prof. Dr. Marcel Lichters
Prof. Dr. Marcel Lichters has held the Professorship of Marketing in the Faculty of Economics and Business Administration at Chemnitz University of Technology since March 1, 2021. Most recently, he was junior professor for Business Administration - Consumer Behavior at the University of Magdeburg.
Lichters studied business psychology and business consulting at the Harz University of Applied Sciences in Wernigerode. After several years of practical experience in the fields of market research and marketing consulting in Switzerland and Göttingen, he continued his career as a research assistant at the University of Magdeburg in 2012.
In 2015, he received his doctorate with a dissertation on "Consumer Choice in Context: A Qualitative Meta-Analysis and Six Experiments on the Context Dependency of Consumer Preferences" at the University of Magdeburg. He then took a position as senior manager at the Institut für Sensorikforschung und Innovationsberatung (isi GmbH in Rosdorf/Göttingen) and was visiting professor of Consumer Psychology and Marketing Research at Harz University of Applied Sciences. In 2016, he then took over the junior professorship for Business Administration - Consumer Behavior in Magdeburg and has now followed the call to Chemnitz University of Technology.
(Author: Matthias Fejes / Translation: Chelsea Burris)
Matthias Fejes
01.03.2021
