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Biographie
Biographie
Wassili Lasarov has been a faculty member since 2022. His research focuses on sustainable consumption, artifical intelligence, digital marketing, tourism, and international marketing. He has published in several leading marketing and management journals, including the International Journal of Research in Marketing, Journal of Business Ethics, Journal of Business Research, Tourism Management, Journal of Travel Research, Technological Forecasting and Social Change, and Ecological Economics.
Formation
PhD, Sciences de Gestion, Marketing
Kiel University, Kiel
(2018)
Master of Science, Sciences de Gestion, Marketing
TU Dresden, Dresden
(2012)
Expériences professionnelles
Responsable de département Marketing
Audencia Business School, Nantes
2024 - 2025
Postdoctoral Researcher
Kiel University
2017 - 2022
Visiting Scholar
Grenoble École de Management
2017 - 2017
Research Associate and PhD Student
Kiel University, Kiel
2014 - 2017
Marketing Consultant
GfK SE
2012 - 2014
Publications
Publié
LASAROV W., TRABANDT M., HOFFMANN S., VIGLIA G., (2026). How practitioners can leverage GenAI to bridge the research-practice gap.
Tourism Management, 113 (105309), 1-16
TRABANDT M., LASAROV W., MAI R., HOFFMANN S., (2025). How Promoting Access-Based Consumption Provokes Overconsumption.
Psychology and Marketing, 42 (8), 2089-2106
KRÜGER T., HOFFMANN S., MAI R., NIBAT I., LASAROV W., LEE M. S. W., TRENDEL O., (2025). A longitudinal study of consumer animosity: the case of the US presidential elections.
International Marketing Review, 42 (5), 859–886
HOFFMANN S., LASAROV W., REIMERS H., TRABANDT M., (2024). Carbon footprint tracking apps. Does feedback help reduce carbon emissions?.
Journal of Cleaner Production, 434 (1 January 2024), 139981
TRABANDT M., LASAROV W., VIGLIA G., (2024). It's a pleasure to stay sustainably: Leveraging hedonic appeals in tourism and hospitality.
Tourism Management, 103 (August 2024), 104907
HOFFMANN S., LASAROV W., DWIVEDI Y., (2024). AI-empowered Scale Development: Testing the Potential of ChatGPT.
Technological Forecasting and Social Change, 205
KRÜGER T., HOFFMANN S., NIBAT I., MAI R., TRENDEL O., GÖRG H., LASAROV W., (2024). How consumer animosity drives anti-consumption: A multi-country examination of social animosity.
Journal of Retailing and Consumer Services, 81 (November 24)
LASAROV W., HOFFMANN S., MAI R., SCHLEICH J., (2024). Carbon footprint tracking apps: The spillover effects of feedback and goal-activating appeals..
Ecological Economics, 226, 108354
Hoffmann S., Lang N., LASAROV W., Reimers H., (2023). Flying rebound: consequences of the imposed flying sufficiency during the COVID-19 pandemic.
Journal of Sustainable Tourism, 31 (8), 1983-2002
LASAROV W., ORTH U., WIRTZ J., HOLM M., (2023). Exploring the nonlinear influence of nonverbal dominance in marketing communicators: Instrumental outcomes, social outcomes, and persuasion.
Journal of Business Research, 168 (November 2023), 114201
LASAROV W., Mai R., Hoffmann S., (2022). The backfire effect of sustainable social cues. New evidence on social moral licensing.
Ecological Economics, 195, 107376
Reimers H., LASAROV W., Hoffmann S., (2022). Moral-psychological mechanisms of rebound effects from a consumer-centered perspective: A conceptualization and research directions.
Frontiers in Psychology, 13
Hoffmann S., LASAROV W., Reimers H., (2022). Carbon footprint tracking apps. What drives consumers' adoption intention?.
Technology in Society, 69, 101956
LASAROV W., Hoffmann S., Orth U., (2021). Vanishing Boycott Impetus: Why and How Consumer Participation in a Boycott Decreases Over Time.
Journal of Business Ethics
LASAROV W., Mai R., Krause J. S., Schmidt U., Hoffmann S., (2021). Too Cold to be Skeptical: How Ambient Temperature Moderates the Effects of CSR Communication.
Ecological Economics, 183, 106943
Reimers H., Jacksohn A., Appenfeller D., LASAROV W., Hüttel A., Rehdanz K., Balderjahn I., Hoffmann S., (2021). Indirect rebound effects on the consumer level: A state-of-the-art literature review.
Cleaner and Responsible Consumption, 3, 100032
LASAROV W., Hoffmann S., (2021). Paradoxes Datenschutzverhalten.
HMD Praxis der Wirtschaftsinformatik, 58 (6), 1535-1551
LASAROV W., (2021). Im Spannungsfeld zwischen Sicherheit und Freiheit.
HMD Praxis der Wirtschaftsinformatik, 58 (2), 377-394
REIMERS H., LASAROV W., HOFFMANN S., (2021). Rebound-Effekte – Eine psychologische Erklärung.
WiSt - Wirtschaftswissenschaftliches Studium
LASAROV W., Hoffmann S., (2020). Social Moral Licensing.
Journal of Business Ethics, 165 (1), 45-66
LASAROV W., (2020). Digital Marketing.
WiSt - Wirtschaftswissenschaftliches Studium, 50 (4), 13-18
Hoffmann S., Mai R., LASAROV W., Krause J. S., Schmidt U., (2019). Hungry bellies have no ears. How and why hunger inhibits sustainable consumption.
Ecological Economics, 160, 96-104
LASAROV W., Mai R., García de Frutos N., Egea J. M. O., Hoffmann S., (2019). Counter-arguing as barriers to environmentally motivated consumption reduction: A multi-country study.
International Journal of Research in Marketing, 36 (2), 281-305
Mai R., Hoffmann S., LASAROV W., Buhs A., (2019). Ethical Products = Less Strong: How Explicit and Implicit Reliance on the Lay Theory Affects Consumption Behaviors.
Journal of Business Ethics, 158 (3), 659-677
LASAROV, W. (2021). Nachhaltiger Konsum im digitalen Zeitalter (1 ed.). dans Manfred Bruhn, Karsten Hadwich (Eds.), Künstliche Intelligenz im Dienstleistungsmanagement (pp. 235-261). Springer Fachmedien Wiesbaden.
LASAROV, W., TRABANDT, M. (2020). Consumer Digital Responsibility. dans L. Heidbrink, S. Müller (Eds.), Consumer Social Responsibility, Zur gesellschaftlichen Verantwortung von Konsumenten. Metropolis.
LASAROV, W., TRABANDT, M. (2020). Consumer Digital Responsibility. Metropolis.
LASAROV W., (2025). Building a Culture of Academic Responsibility: Responsible Applications of GenAI in Research.
HOFFMANN S., LASAROV W., REIMERS H., TRABANDT M., (2024). Carbon Footprint Tracking Apps. Does Feedback Help Reduce Carbon Emissions?.
2024 AMA Winter Academic Conference, Tampa, US
REIMERS F., LASAROV W., REIMERS H., HOFFMANN S., (2024). Revenge Consumption – A longitudinal data analysis to measure individual compensation after deprivation.
2024 AMA Winter Academic Conference, Tampa, US
KRÜGER T., NIEMAND T., NIBAT I., KLEIN J., MAI R., TRENDEL O., LASAROV W., HOFFMANN S., (2024). How and when consumer animosity is a threat to product judgments: A meta-analysis with country-level moderators.
VHB Tagung to WK Marketing
KRÜGER T., NIBAT I., MAI R., TRENDEL O., LASAROV W., HOFFMANN S., (2024). A Longitudinal Study of Consumer Animosity: A Panel Analytic Examination.
EMAC 2024 Conference, Bucharest, Romania
REIMERS F., LASAROV W., HOFFMANN S., REIMERS H., (2024). Revenge Consumption – A longitudinal data analysis to explore individual compensation after deprivation.
EMAC 2024 Conference, Bucharest, Romania
LASAROV W., (2024). GAIA Roundtable (with Gustave de Campignuelles from Google): IT for green - the role of data in the ecological transition.
KRÜGER T., NIBAT I., MAI R., TRENDEL O., LASAROV W., HOFFMANN S., (2023). A Daily Dose of Antipathy. An Investigation of Animosity's Long-term Effects.
EMAC 2023, Odense, Denmark
KRÜGER T., NIBAT CAYROL I., MAI R., TRENDEL O., HOFFMANN S., LASAROV W., (2023). Uncovering the longevity of negative country effects: A longitudinal study of consumer animosity.
ICAR 2023, Sydney, Australia
KRÜGER T., NIBAT CAYROL I., MAI R., TRENDEL O., HOFFMANN S., LASAROV W., (2023). A longitudinal study of consumer animosity.
ANZMAC 2023, Dunedin, New Zealand
HOFFMANN S., LASAROV W., TRABANDT M., REIMERS H., (2023). Fostering Sustainable Consumption with Carbon Footprint Tracking Apps.
Symposium "Förderung Nachhaltigen Konsums – Möglichkeiten und Grenzen", Essen, Germany
HOFFMANN S., LASAROV W., (2023). Supporting the Transition to Sustainable Consumption with Carbon Footprint Tracking Apps.
Fall Conference 2023 of the Sustainability Management Section ("WK NAMA") of the German Academic Association of Business Research (VHB), Oldenburg, Germany
NIBAT I., KRÜGER T., HOFFMANN S., LASAROV W., MAI R., TRENDEL O., (2022). Inoculating Consumers against Fake Corporate News.
ACR Conference, Denver, US
KRÜGER T., NIEMAND T., NIBAT I., KLEIN J., MAI R., TRENDEL O., LASAROV W., HOFFMANN S., (2022). A meta-analysis on consumer animosity effects..
ANZMAC 2022, Perth, Australia
TRABANDT M., LASAROV W., HOFFMANN S., MAI R., (2022). Anti- vs. Over-Consumption for Sustainability: How Two Types of Uncertainty Shape Consumption Decisions.
Recent Advances in Retailing and Consumer Services Science Conference, Baveno, Italy
KRÜGER T., NIEMAND T., NIBAT I., KLEIN J., MAI R., TRENDEL O., LASAROV W., HOFFMANN S., (2022). The Relationship Between Consumer Animosity and Product Judgement - A Meta-Analysis.
2022 AMA Winter Conference, Las Vegas, Nevada, US
KRÜGER T., NIBAT I., MAI R., TRENDEL O., LASAROV W., HOFFMANN S., (2021). How Consumer Animosity Amplifies the Negative Effects of Fake News in Social Media..
EMAC 2021 Conference, Madrid, Spain
NIBAT I., KRÜGER T., LASAROV W., HOFFMANN S., MAI R., TRENDEL O., (2021). When authenticity does not matter: The indirect influence of news tagged as fake on the brand image..
EMAC 2021 Conference, Madrid, Spain
KRÜGER T., LASAROV W., NIBAT I., MAI R., TRENDEL O., HOFFMANN S., (2021). Extending the animosity model in times of the COVID-19 pandemic: A cross-national validation of the health animosity scale.
2021 AMA Winter Conference, St. Pete Beach, Florida, US
KRÜGER T., NIBAT I., MAI R., TRENDEL O., LASAROV W., HOFFMANN S., (2021). he era of fake news: How truthfulness and animosity interact..
2021 AMA Winter Conference, St. Pete Beach, Florida, US
KRÜGER T., MAI R., LASAROV W., HOFFMANN S., (2020). Friend or Foe? A Long-term Multi-Country Perspective on Consumer Animosity.
ACR Conference, Paris, France
HOFFMANN N. C., LASAROV W., MAI R., HOFFMANN S., (2020). The Influence of Environmental Levies on Consumers Emotions and Product Preferences.
EMAC 2020 Conference, Budapest, Hungary
REIMERS H., LASAROV W., HOFFMANN S., (2020). Psychological Rebound-Effects A Conceptualization and Research Directions.
EMAC 2020 Conference, Budapest, Hungary
TRABANDT M., LASAROV W., MAI R., HOFFMANN S., (2020). Smells Like Green Spirit: The Double-Edged Sword Called Sharing Economy.
AMA Winter Conference, San Diego, US
HOFFMANN N. C., LASAROV W., MAI R., HOFFMANN S., (2020). I Don’t Regret Anything – Or do I? The Effects of Environmental Levies on Consumers’ Feelings of Regret and Product Choice..
AMA Winter Conference, San Diego, US
REIMERS H., LASAROV W., HOFFMANN S., (2020). Does Size Matter? The relation between the (im)moral intensity of an initial act and a target act.
AMA Winter Conference, San Diego, US
KRÜGER T., MAI R., LASAROV W., HOFFMANN S., (2020). Short Indignation or Persistent Outrage? Consumer Animosity from a Long-term Multi-country Perspective.
AMA Winter Conference, San Diego, US
LASAROV W., MAI R., TRABANDT M., GRIESOPH A., HOFFMANN S., (2019). The (Group) License to Indulge.
2018 AMA Winter Conference, New Orleans, US
HOFFMANN S., MAI R., LASAROV W., KRAUSE J. S., SCHMIDT U., (2019). How and Why Hunger Inhibits Sustainable Consumption.
2018 AMA Winter Conference, New Orleans, US
GRIESOPH A., LASAROV W., (2019). Until the last drop. Do consumer care about water when it comes to coffee?.
2018 AMA Winter Conference, New Orleans, US
HOFFMANN N. C., LASAROV W., MAI R., HOFFMANN S., (2019). Sin Tax – How Governmental Regulations to Foster Anti-Consumption Backfire.
ICAR symposium, University of Almería, Spain
LASAROV W., HOFFMANN S., (2018). Introducing Two Avenues of Social Moral Licensing.
ICAR symposium, University of Almería, Spain
LASAROV W., (2018). Adjustable Reciprocity. Exploring the Influence of In-group Standards on Reciprocal Decisions.
2018 AMA Winter Conference, New Orleans, US
HOFFMANN N. C., LASAROV W., MAI R., HOFFMANN S., (2018). I Paid My Dues: How Voluntary and Mandatory Taxes Relieve Individuals from Their Obligations.
2018 AMA Winter Conference, New Orleans, US
LASAROV W., HOFFMANN S., MAI R., (2017). Group Licenses - Why Moral Consumers Do Not Always Run With their (Moral) Herd.
2017 AMA Winter Conference, Orlando, US
LASAROV W., GARCÍA DE FRUTOS N., MAI R., EGEA J. M. O., HOFFMANN S., (2017). How Motivated Reasoning Impairs Environmentally Motivated Consumption Reduction. A Multi-Country Study.
2017 AMA Winter Conference, Orlando, US
LASAROV W., HOFFMANN S., ORTH U., (2016). The Dynamics of Boycotts – How Different Consumer Types React on Boycott Calls.
ICAR 2016, Melbourne, Australia
LASAROV W., HOFFMANN S., ORTH U., (2016). The Heat Up / Cool Down-Model of Boycotting.
ACR Conference, Berlin, Germany
LASAROV W., MAI R., HOFFMANN S., (2016). Pe(e)rceived Moral Licensing. Why Good Guys Surrounded by Good Guys do Bad Things..
LASAROV W., HOFFMANN S., ORTH U., (2015). Why Do Boycotters Cool Down Over Time? An Analysis of the Intra-Personal Dynamics of Boycotting.
Activités scientifiques
Reviewer revue académique
Tourism Management Perspectives
2024
Journal of Economic Behavior and Organization
2024
International Journal of Information Management
2023
Journal of Sustainable Tourism
2023
Marketing Review St. Gallen
2021
Journal of Business Research
2021
Journal of International Marketing
2020
Journal of Business Ethics
2018
Psychology & Marketing
2018
Récompenses et honneurs
Certified AdvanceHE Fellow, 2024
Best Paper Award at the ANZMAC Conference, Track: International and Cross-Cultural Marketing, 2023, 2023
Best Paper Award at the 2022 AMA Winter Academic Conference, Track: Global and International Marketing, 2022
Best Paper Award at the 2021 AMA Winter Academic Conference, Track: Digital and Social Media Marketing, 2021
Faculty Award for the Best Dissertation, Faculty of Business, Economics and Social Sciences, Kiel University, 2019
Young Researcher Award, Scientific Commission of International Management Germany, 2019
Shortlist for the VHB Young Talent Award, German Academic Association for Business Research, 2019
Outstanding Teaching Award for Innovative Teaching: Class of Marketing, 2019
Outstanding Teaching Award for Innovative Teaching: WebQuests in Marketing, 2018
Outstanding Teaching Award for Innovative Teaching: Classroom Experiments, 2017
Outstanding Teaching Award for Innovative Teaching: Lectures 2.0, 2016
Outstanding Teaching Award for Innovative Teaching: The Marketing-Wiki, 2015
Supervision doctorat
(2025) A. BANJO : Developing a tool to Model and mitigating the incongruence between brand activism, and customer perception and patronage in an increasingly polarized business environment..