Exploring behavioral decicion making: An application of RFID technology for the measurement of shopping process data

• Applicant: Professor Dr. Thorsten Teichert
• Subject Area: Accounting and Finance
• Term: from 2011 to 2015
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 194908084

Extending marketing research by applying automated data capturing technologies may lead to a new and enriched understanding of consumer behavior and overall in-depth empirical perspectives for behavioral consumer sciences. Specifically, we utilize RFID (Radio Frequency Identification) technology to examine research issues of behavioral decision theory and economic choice modeling with information that details the interaction process of consumers and products in quasi real-world settings. Research objective is to investigate whether critical elements of preference decision making can be validated using thorough empirical process data provided by RFID. We identify three layers of potential impacts of marketing research with RFID technology: choicemodel validation in quasi real-life settings, choice-model improvement by integration of behavioral metrics, and additionally the identification of influential contextual and subjective factors on choice behavior of consumers. Within each of these layers, we identify unresolved research issues. To fill existing research gaps, we will retrieve empirical data from a series of experiments in a laboratory setting. We set up a multi-level approach of experimental testing in which basic premises will be tested and further refined in due course. We use RFID as a means to understand consumers’ decisionmaking process. Insights gained in this project will have implications for a broader scope of behavioral sciences and will provide a sound foundation for future behavioral process research.

• DFG Programme: Research Grants
• Participating Person: Professor Dr. Thorsten Blecker