This dissertation studies the role of social contexts for prosocial behavior. Motivated by insights from psychology, preferences are assumed to be context-sensitive. The extent to which individuals are prosocial depends therefore on the social and economic context. This dissertation investigates...

This dissertation studies how psychological motives shape economic preferences and outcomes and how these motives are activated through contextual stimuli. In particular, I focus on the motive care which is a prosocial motive that facilitated cooperation by internalizing externalities, whereas...

Direct-to-customer sales provide higher returns, maximising the profitabil-ity of wine businesses. While recent research has expanded the understanding of the sales relationship developed during a cellar door experience, individual influences on this relationship remain under-researched. The...

Introduction -- Fundamentals of decision-making -- Behavior Patterns - Foundations of Our Decisions -- Behavior patterns for the perception phase -- Behavior patterns for the decision-making phase -- Behavior patterns for the customer retention phase -- Operational work with behavior patterns.