Kristina Klein is Professor of Marketing and Consumer Behaviour at the markstones Institute of Marketing, Branding & Technology at the University of Bremen. She specialises in consumer behaviour, brand management and the influence of digitalisation. Her work has been published in the Journal of Marketing, Journal of Marketing Research, and Marketing Science, among others. As part of the ProDok programme, she teaches the course Advanced Topics and Experimental Methods in Consumer Research.

I find the diversity and thematic breadth of consumer behaviour research truly fascinating. It draws on insights from a wide range of disciplines and is relevant to questions across many areas of life. Everyday topics such as "Why don't we shop more sustainably?" or "What makes us follow influencer recommendations?" are not only thought-provoking but also offer rich ground for discussion and reflection.

One of the greatest challenges lies in navigating the prolonged period of career uncertainty, which can disrupt personal life plans and discourage many from pursuing an academic path. On the positive side, however, growing interdisciplinary networking offers valuable opportunities for collaboration and the exchange of ideas.

I’m inspired by people who are truly passionate about something—those whose enthusiasm is unmistakable and contagious. I admire individuals who are willing to drop everything in pursuit of what they believe in. I’m also deeply moved by people who stand firmly by their beliefs and carve out their own path, regardless of how others may think of them. That kind of authenticity is incredibly powerful for mental well-being.

I'm working on taking better care of myself and finding a healthier balance between family, friends, and work. Some days I get it right; other days, not so much. But I'm sticking with it—and that, in itself, feels like progress.

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