Keynote Speaking
Are we misled by decoys on the shelf? Are we overwhelmed by too much choice? How well can we compare prices? How do hunger and caffeine influence our purchasing behavior? Would you “buy one, pay for two”?
Andreas Luppold, Chief Executive Officer & Owner of the consulting firm Innobrands GmbH, and Sebastian Oetzel, Professor of General Business Administration at Fulda University of Applied Sciences, take a closer look at consumer decision-making and examine the practical relevance of selected economic theories.
The decision of which product a customer buys is often made in fractions of a second. In doing so, consumers do not even decide consciously and frequently behave irrationally.
In their keynote “Speed Dating with the Phenomena of Purchasing Decisions”, Prof. Dr. Sebastian Oetzel and Andreas Luppold take their audience on a fascinating journey through a carefully selected range of purchasing decision phenomena.
Inspiration Meets Science — 60 minutes that spark curiosity, insight, and practical application.
In their keynote, Prof. Dr. Sebastian Oetzel and Andreas Luppold combine scientific insights from psychology and behavioral economics with practical examples and tips drawn from more than 20 years of marketing experience.
The audience will get answers to questions such as:
The Style of the Talk:
dynamic, interactive, inspiring
—
and full of
aha moments!
Audience Feedback
Talks (Selection)
The Speakers
Two Perspectives – One Mission: Understanding purchase decisions to better plan marketing decisions.
Prof. Sebastian Oetzel
Professor of General Business Administration, with a Focus on Marketing, Department of Business, Fulda University of Applied Sciences
Sebastian Oetzel is Professor of Business Administration with a focus on Marketing at Fulda University of Applied Sciences. Previously, he worked as a consultant in the field of market research and shopper insights. In this role, he supported experimental studies and data-driven analyses aimed at gaining a deeper understanding of purchasing behavior in grocery retail—and translating these insights into effective marketing strategies. His research focuses on the application of quantitative methods to optimize marketing decisions, particularly in pricing and promotion. A key area of interest is the empirical testing of behavioral economic theories through experiments.
Andreas Luppold
Chief Executive Officer & Owner of the consulting firm Innobrands GmbH
Andreas Luppold is an expert in shopper research, shopper marketing, and consumer decision-making. He brings extensive experience from conducting several hundred studies for consumer goods manufacturers and retailers.
Together, they bring science and practice to the stage — engaging, accessible, and delivering real value for marketing, sales, and strategy.
Based on the book
“33 Phenomena of Purchasing Decisions”
Purchase decisions are often viewed from a single perspective—whether behavioral economics, psychology, or purely data-driven analysis. This narrow focus can lead to misleading conclusions. The authors demonstrate that purchase decision phenomena are typically influenced by multiple factors. Only a holistic approach—combining economic and psychological theories with laboratory and field experiments—allows purchase decisions to be truly understood.
Complemented by original academic studies and test results from real supermarkets, the authors aim to stimulate critical thinking and bring science and practice closer together.
The book offers a unique collection of scientifically examined effects related to purchase decisions, helping readers gain deeper insights into the underlying, often hidden processes.
Numerous case studies are presented in an engaging, accessible, and concise way, enriched with practical tips. From the absolute number heuristic to ad blockers. With a foreword by Dr. Alexander Lauer (Aldi North) and Prof. Dr. Bernd Skiera (Goethe University Frankfurt).
Book or Inquire About a Talk
Would you like to book “Speed Dating with the Phenomena of Purchase Decisions” for your event?
We tailor the keynote to your specific audience — whether for a conference, leadership event, or customer event.
We look forward to your inquiry: