The areas on which Dr. Alfred Kuss, Professor, focuses in his research cover buyer behavior, methods of market research, and marketing theory. His activities focus, on the one hand, on approaches – wherever possible, those with a behavioral science aspect – to arriving at an understanding of, and the ability to predict, purchasing decisions, the effects of advertising, and other factors. On the other hand, the research conducted by Dr. Kuss also shows his interest in developing, adapting, and testing methods of data collection and analysis for purposes of empirical research on marketing. Another area of focus in his work is the academic, theoretical examination of marketing itself as a subject.