The SCHINDLER PARENT FORUM 2009. To mark its 30th anniversary, the GWA agency organised a celebratory event at the Zeppelin University in Friedrichshafen, Lake Constance. Over 150 guests attended the forum on the topic "Mind or spirit – communication and purchase decisions". Prof. Dr. Peter Kenning, Professor of Marketing at the ZU and a pioneer of neuroeconomic research, gave a profound yet humorous account of his research interests, among them neuroeconomics, consumer neuroscience, retail marketing and consumer behaviour. He argued convincingly for the preference-forming effect of branding, and also reported on the collaboration with SCHINDLER PARENT. Under this arrangement, a guest lectureship will lead to a study of the brand performance and preference formation of packaging and the impact of so-called trade frames and formats.

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