PhD on the pursuit of the best
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The examination committee at the University of Hohenheim in Stuttgart following the successful dissertation defense. From left to right: Prof. Dr. Jens Vogelgesang (University of Hohenheim), Prof. Dr. Verena Hüttl-Maack (University of Hohenheim), Dr. Timo Kienzler, and his doctoral supervisor Prof. Dr. Ulrich Föhl (Pforzheim University). (Photo: Private)
In mid-February, Timo Kienzler successfully defended his doctoral dissertation at the University of Hohenheim, receiving the overall grade “very good” (magna cum laude). In his doctoral thesis, entitled “Simply the Best: Antecedents and Consequences of Maximizing Tendencies in Consumer Choice,” he investigates the conditions under which consumers do not settle for a product that sufficiently satisfies their needs (so-called satisficing) but instead strive to find the best possible alternative (so-called maximizing). His research focuses on the differences between these two decision-making styles, particularly regarding their occurrence, the information search associated with them, and the resulting cognitive load. The findings provide valuable implications for marketing practice, helping organizations tailor their strategies more effectively to different consumer types while addressing potential drawbacks of these decision-making styles.
Dr. Kienzler has remained with Pforzheim University and currently works as a research associate on the EU-funded ULTIMO project, which focuses on automated mobility.
