Being both a marketing scholar and a trained musician, I am fascinated by what goes on in the minds of consumers at the intersection of art and technology.Using own developed music stimuli to induce emotions in experiments, I explored with my co-author Oliver Emrich how consumer emotions can serve as input factors for personalization. Moreover, I investigated the role of (aesthetic) emotions in realizing the full potential of blockchain-based ownership, together with Aysu Senyuz and Bernadette Kamleitner.My current research centers on peak emotional phenomena in consumer psychology, as well as on psychological processes associated with the reception of generative AI.