Research Associate and Project Leader
“We don't know where we get our ideas from. John Cleese
We do know that we do not get them from our laptops.”
“He who does not expect will not find out the unexpected, Heraclitus
for it is trackless and unexplored.”
Wolfgang heads the project Inter- and Intragenerational Transformation of Consumer Practices: An Empirical Study on Vacation and Social Communities and co-leads the project The Mining of Meaning for Social Media Marketing in the University Research Priority Program “Social Networks”. In his research his combines qualitative and quantitative data to improve the understanding of consumption practices and their development of generations of consumers. With these stimuli, he focuses his thoughts and research on how groups were established, lifestyles influenced and realities communicated as well as how all of this knowledge might help companies and consumers interact better.