Tobias Klinke M.Sc.

Brief portrait

(Kopie 1)

Hello Mr Klinke, who are you?
I studied Business Administration (B. Sc.) at the University of Münster and Economics (M. Sc.) at the University of Wuppertal. Alongside my studies, I completed several internships and working student jobs in the fields of strategy consulting, automotive, industry and banking. I spent 2015 in New Zealand and gained further work experience as part of a work & travel programme. I then started my doctoral studies at the Chair of Marketing.

Is there a brand that you love?
Ray Ban is a brand that I really like. The "Wayfarer" sunglasses have always been an indispensable companion on all my travels.

What are you currently researching?
Happiness is at the centre of my research. Whether we are happy or unhappy has a massive impact on all areas of our lives. The influence of happiness on the consumption of brands has not yet been researched. I am investigating the immediate and downstream effects of our emotional well-being in different consumption contexts, such as when we first become acquainted with new brands. The focus is on the effects of emotional processes on cognitive processes. Ultimately, the aim is to find out how happiness can be utilised in a targeted manner in brand management.

What do you see as a key development in the future of marketing?
Artificial emotion. The technological advances in the area of recognising emotions, for example via voice assistants or social media activities, are remarkable. In the future, a lot will revolve around how emotions can be used in human-machine interaction. In particular, how machines will utilise emotions in their interaction with humans. In this context, marketing will also be faced with some pressing ethical and moral questions.