Få inspiration til den nyeste marketingforskning

Dansk Markedsføring og CBS er gået sammen om at gennemføre et par seminarer i 2026, hvor nogle af de mest interessante Europæiske marketing forskere leverer cutting edge viden, der vil give dig et forspring til at forstå de mekanismer der kommer til at påvirke marketing og salg i fremtiden. Alle foredragsholdere er tilknyttet CBS som Associated Professorer og publicerer og underviser på det højeste akademiske niveau.

Der er fokus på formidling af ny forskning inden for et bredt felt af områder, med fokus på globale analysebaserede indsigter, praktiske cases, databaseret dokumentation og empirisk forskning.

Bliv inspireret:
– Relevante forskningsanalyser og indsigter inden for salg og marketing
– Hvilke marketingsemner og områder er der fokus på i den akademiske verden?
– Global inspiration – få inputs fra marketingsforskere fra Tyrkiet, Finland, Holland, Tyskland, England, Canada, Australien og Schweiz

Seminarerne afvikles som gå-hjem-møder hos Dansk Markedsføring, med 1-2 indlæg pr. gang. Efterfølgende er der mulighed for netværk og forfriskninger. Obs. Alle oplæg er på engelsk.

Næste seminar er onsdag 10. juni, hvor vi byder velkommen til Pauline Engel med overskriften:

Contextual Influences in Mobile Financial Decision-Making
Insights into mobile investing, situational influences, and digital consumer behavior

Pauline Engel, researcher from CBS will present the latest findings within Mobile Trading.

Mobile trading has fundamentally changed how and when consumers engage with financial markets. As investing increasingly shifts to smartphones, decisions are made in more situational, real-time contexts, outside traditional desktop environments.

This project examines how everyday contextual factors, specifically local weather conditions, shape consumers’ trading behavior, and crucially, how these effects differ between mobile and desktop users. Using large-scale behavioral trading data combined with experimental evidence, we show that weather conditions produce opposite behavioral responses depending on device. On warm and sunny days, desktop trading declines, consistent with higher opportunity costs, i.e. a shift toward enjoying the good weather rather than engaging in financial decisions. In contrast, mobile trading increases, indicating that opportunity costs don’t play a large role but rather that weather-induced mood improvements more easily convert into action when consumers trade via their smartphones.

These findings offer actionable insights for digital marketers and platform operators. Engagement strategies, nudges, and communication should therefore be differentiated across mobile and desktop. Incorporating contextual signals such as weather into targeting and timing decisions can enhance engagement and create more adaptive, context-aware digital customer journeys. 

Pauline Engel

I am a quantitative marketing researcher studying consumer decision-making in digital and mobile environments. My work examines how consumers make high-stakes decisions on digital devices and how these environments shape the psychological processes underlying choice. A central insight of my research is that digital contexts do not merely change access to markets or information, they affect attention, emotions, and perceived control, even in consequential settings such as financial decision-making. Using large-scale field data and experiments, I study how contextual factors, such as weather and spatial crowdedness, influence mobile investment behavior. This research highlights how situational and emotional influences on investment behavior create challenges for consumer protection and the governance of digital trading platforms. More broadly, my research examines how emerging technologies reshape consumer behavior in digital environments. I am increasingly interested in how AI-mediated systems structure information and interaction, including work on AI-generated content, misinformation, and AI-enabled services. Across these contexts, my research contributes to a better understanding of consumer decision-making in an increasingly digital and algorithmically shaped society, and provides evidence relevant for the design and regulation of digital markets.

Linkedin

Praktik

Seminaret afholdes hos Dansk Markedsføring, Bredgade 19E, 1260 København K.

Spørgsmål: Camilla Radén-Rygaard, crr@markedsforing.dk