Dr. Victoria-Sophie Osburg takes over Chair of Business Administration and Market Psychology

Prof. Osburg combines psychological and economic approaches to analyze the behavior of consumers in a digital and globalized world. Her research specializes in four interconnected areas: responsible consumption in a digital world, the impact of artificial intelligence on services, sustainable luxury consumption and corporate social responsibility. A particular focus of her work is on how consumers perceive and use digital technologies and what role sustainability or a sense of responsibility plays in their decisions.

This interdisciplinary approach is rooted in Professor Osburg's educational background and previous activities: After completing her Bachelor's and Master's degree in Psychology at the University of Göttingen, she defended her doctorate at the same university's Faculty of Economics with the title "Products consisting of materials based on renewable resources: Drivers of purchase intention, consumers' information needs and target groups" successfully. 

Professor Osburg gained further experience at the interface of psychology and business as a research assistant in the Research Training Group "Resource Efficiency in Corporate Networks" of the German Research Foundation (DFG), as a lecturer and senior lecturer in marketing at Hull University Business School and Sheffield University Management School and as an associate professor at Montpellier Business School – and she has also worked at an international level.

She is now looking forward to bringing this wealth of experience to the KU in her role as Professor of BA and Market Psychology: In her teaching, she attaches great importance to preparing students for the challenges of the global world of work using interdisciplinary methods. Her aim is to teach a broad spectrum of psychological and economic approaches and to combine theories with practical experience, including from the students' everyday lives. 

That is why she is particularly pleased to be responsible for the Master's program in Business & Psychology at the KU: "This is an international degree program in which different people from different cultures and with different perspectives come together. We can learn a lot from each other, after all, dealing with this diversity is what students will be expected to do every day in their future careers."