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Prof. Dr. Marcel Lichters is the head of the Chair of Marketing in the Faculty of Economics and Management at the Otto-von-Guericke-University Magdeburg.

He has studied business psychology, business informatics, and business consulting. After several years of practical experience in the fields of market research and marketing consulting in Switzerland and Göttingen, he continued his career as a research assistant at the University of Magdeburg. In 2015, he received his doctorate with a dissertation on "Consumer Choice in Context: A Qualitative Meta-Analysis and Six Experiments on the Context Dependency of Consumer Preferences". 

He then took a position as senior manager at the Institut für Sensorikforschung und Innovationsberatung (isi GmbH in Rosdorf/Göttingen) and was a visiting professor of Consumer Psychology and Marketing Research at Harz University of Applied Sciences in Wernigerode. In 2016, he took over the junior professorship for Business Administration - Consumer Behavior in Magdeburg. In 2021 he followed the call to the Chemnitz University of Technology, where he was the head of the Chair of Marketing and Retailing. From 2023 on, Prof. Lichters is leading the Chair of Marketing at the Otto-von-Guericke-University Magdeburg.

In his research, Prof. Marcel Lichters is mainly concerned with decision anomalies and consumer manipulation attemptsdigital market research methods, and sensory marketing & product research. For this purpose, he maintains collaborations with international partners including Caltech, the University of South Florida, and Rowan University. His work has been published in internationally renowned journals including the Journal of Marketing ResearchJournal of Service Research, and Journal of Business Research.
You can find a selection of his social media and online presences at: https://linktr.ee/marcellichters.
  • Since 10/2023: Otto-von-Guericke-University Magdeburg, Faculty of Economics and Management, Magdeburg: Full Professor Marketing
  • 03/2021 ‐ 09/2023: Chemnitz University of Technology, Faculty of Economics and Business Administration, Chemnitz: Full Professor Marketing and Retail
  • Since 08/2017: Lichters Markt‐ & Meinungsforschung, Ilsenburg (Harz): Company Owner
  • 09/2016 ‐ 02/2021: Otto‐von‐Guericke‐University Magdeburg, Faculty of Economics and Management, Magdeburg: Asst. Professor Consumer Behavior
  • 09/2015 ‐ 08/2016: Hochschule Harz, Fachbereich Wirtschaftswissenschaften, Wernigerode: Visiting Professor Business Psychology (in particular Consumer Psychology & Market Research)
  • 08/2015 ‐ 08/2016: isi GmbH, Göttingen: Senior Manager
  • 09/2012 ‐ 08/2015: Otto‐von‐Guericke‐Universität Magdeburg, Lehrstuhl für empirische Wirtschaftsforschung, Magdeburg: Research Associate (Ph.D., then post‐doc)
  • 09/2012 ‐ 07/2015: Management Tools Research AG, Beckenried (CH): Scientific Consultant
  • 04/2013 ‐ 07/2014: Hochschule Harz, Fachbereich Wirtschaftswissenschaften, Wernigerode: Lecturer for Data Analysis, Market Research / Conjoint‐Analysis, Practical projects
  • 02/2011 ‐ 08/2012: Institut für Sensorikforschung und Innovationsberatung (isi GmbH & Co. KG), Göttingen: Project Manager
  • 01/2012 ‐ 03/2012: Verwaltungs‐ und Wirtschafts-Akademie und Berufsakademie, Göttingen: Lecturer for Marketing Research
  • 06/2009 ‐ 01/2011: Management Tools AG, Zürich / Beckenried (CH): Business Data Analyst & Freelance Market Research
  • 09/2000 ‐ 07/2001: Katasteramt Wernigerode, Wernigerode: Surveying Technician



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