Daniel works at HU

Daniel Guhl

Marketing Consumer Behavior Bayesian Econometrics Behavioral Economics


I am an Assistant Professor of Consumer Behavior, School of Business and Economics, Humboldt University Berlin who researches consumer choice behavior at the intersection of marketing, economics, and applied econometrics using empirical approaches to generate insights for marketing researchers, policymakers, and practitioners. My research mainly contributes to a deeper understanding of individual consumer decision-making and its deviations from neoclassical assumptions. To this end, I predominantly use and develop discrete choice models and apply classical and Bayesian methods to market or experimental data.