Stefan Hoffmann

About

Professor Stefan Hoffmann is a Professor of Marketing at Kiel University in Germany. His research interests focus on consumer behavior, particularly in the contexts of animosity, anti-consumption, and sustainability. Recent publications explore themes such as resilience during crises, the impact of social marketing appeals, and the effectiveness of carbon footprint tracking. Through his work, he contributes to a deeper understanding of consumer decision-making in various social and economic environments.