Marcel Lichters

Professor

Otto-von-Guericke Universität Magdeburg

Germany

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Marcel Lichters is a Professor at Otto-von-Guericke University Magdeburg, Germany. His research focuses on choice modeling, consumer behavior, and the influence of sensory experiences in marketing contexts, as evidenced by his recent articles. He has contributed to various areas including predictive validity in MaxDiff analysis and the effects of environmental factors on consumer decision-making.

Articles (14)

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2025

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2025

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2024

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2023

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2023

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2022

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2022

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2022

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2022

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2022

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2022

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2022

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2021

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2021

Collaborators (3)

Thomas Neumann

University of Siegen

GERMANY

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Marko Sarstedt

Professor of Marketing

Ludwig-Maximilians-Universität München

GERMANY

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Daniel Guhl

Assistant Professor

Humboldt-Universität zu Berlin

GERMANY

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Marcel Lichters

Research Interests

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Articles (14)

validateHOT - an R package for the analysis of holdout/validation tasks and other choice modeling tools

Incentive alignment in anchored MaxDiff yields superior predictive validity

Crossing incentive alignment and adaptive designs in choice-based conjoint: A fruitful endeavor

Forty years of context effect research in marketing: a bibliometric analysis

Caffeine’s complex influence on the attraction effect: a mixed bag of outcomes

Neurological Outpatients Prefer EEG Home-Monitoring over Inpatient Monitoring—An Analysis Based on the UTAUT Model

Neurological Outpatients Prefer EEG Home-Monitoring over Inpatient Monitoring-An Analysis Based on the UTAUT Model

OSF Data Supplement to Segmenting Consumers Based on Sensory Acceptance Tests in Sensory Labs, Immersive Environments, and Natural Consumption Settings

OSF Data Supplement to Warm Ambient Scents Nudge Consumers to Favour Premium Brands and Right-Wing Parties

More Insights into the Role of Warm versus Cool Ambient Scents in Consumer Decision-making: An Abstract

The Power of Touch for Degustation in Produce Retailing: An Abstract

Touchy Issues in Adaptive Choice-Based Conjoint Analysis: An Abstract

P 14. Neurological outpatients' acceptance of a mobile EEG based home-monitoring: results of the HOMETA study

P 14. Neurological outpatients' acceptance of a mobile EEG based home-monitoring: results of the HOMETA study

Collaborators (3)

Thomas Neumann

Marko Sarstedt

Daniel Guhl

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