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Alexandra Langer

Dipl. Kffr.

Freie Universität Berlin
School of Business and Economics
Path Dependency Research Center
Garystr. 21
D-14195 Berlin

Tel.: 030/838-57185
Fax: 030/838-57186
Email: alexandra.langer @ fu-berlin.de

Alexandra Langer

Dissertation topic:


Locked to a Decision | What Drives Consumer Path Dependence?


The dissertation project focuses on consumer decision-making and the mechanisms that drive consumer path dependence. The positive feedback mechanisms, which can potentially lead to an inefficient lock-in situation, have up to now mainly been studied in an organizational or technological context. The aim of this dissertation is therefore to broaden the range of application of path dependent theory by applying it to the individual level of analysis.



2008 PhD Candidate at the DFG-Graduate School „Research on Organizational Paths“


Studies of Economics and Business at the Freie Universität Berlin, the Athens University of Economics and Business and the University of Sydney
Diploma Thesis „The Impact of Eco-Labels on Consumers – An Empirical Study on the Impact of Eco-Labels on Consumer Confusion“


Academic and practical experiences:

2007 - 2008
Research Assistant at the European University Viadrina Frankfurt (Oder), Institute for Business Administration, International Marketing

2005 - 2007
Student Assistant at the Marketing Department, Freie Universität Berlin

2002 - 2004
Internships at MLP AG, DaimlerChrysler AG, Federal Ministry of Education and Research (BMBF) and the Federal Ministry of Food, Agriculture and Consumer Protection (BMELV)


Summer Term



Marketing Strategy (Tutorial)

Freie Universität Berlin


Winter Term

2007 - 2008

Consumer Behaviour and Marketing (Graduate Seminar), Supervision of Master Theses

European-University Viadrina Frankfurt (Oder)



Publications :

  • Langer, Alexandra, Martin Eisend & Alfred Kuß (2008), Zu viel des Guten? Zum Einfluss der Anzahl von Ökolabels auf die Konsumentenverwirrtheit, Marketing ZfP, 30 (1), 19-28.
  • Richter, Thorsten, Alexandra Langer & Martin Eisend (2005), Markenerfolg durch Persönlichkeit? - Einfluss von Markenpersönlichkeitsdimensionen auf die Einzigartigkeit der Marke und die Einstellung zur Marke, Discussion paper, Faculty of Economics and Business, Freie Universität Berlin, No. 2005/19.



  • Langer, A. (2010), Consumer Path Dependence in High-Tech Markets, Forschertagung Marketing, Karl-Franzens-Universität Graz, Austria
  • Langer, A. (2010), Locked to a Decision –What Drives Individual Path Dependence?, 26th EGOS Colloquium, Sub-theme 31: Imprints from the Past: Organizational Path Dependencies, Universidade Nova de Lisboa, Portugal
  • Langer, A. (2010), Consumer Path Dependence in High-Tech Markets, Paper presented at the EMAC 23nd Doctoral Colloquium, Copenhagen Business School, Denmark
  • Eisend, M. & A. Langer (2010), Consumer Fanaticism: Concept And Measurement, 39th EMAC Conference, Copenhagen Business School, Denmark
  • Langer, A. (2009), Locked to a Decision – Consumers in the Path Dependence Trap, Paper presented at the EMAC 22nd Doctoral Colloquium, Audencia School of Management, Nantes, France
  • Langer, Alexandra, Martin Eisend & Alfred Kuß (2008), The Impact of Eco-Labels on Consumers: Less Information, More Confusion? In: Stefania Borghini, Mary Ann McGrath & Cele C. Otnes, European Advances in Consumer Research, Vol 8, Duluth, MN: Association for Consumer Research, 334-335.
  • Eisend, Martin & Alexandra Langer (2007), The Impact of Brand Personality Dimensions on Brand Performance, In: Andrea L. Dixon & Karen A. Macheleit, Marketing Theory and Applications. AMA Winter Educators’ Conference Proceedings, Vol. 18, Chicago, Ill: American Marketing Association, 168-169.
  • Eisend, Martin, Alexandra Langer & Torsten Richter (2006), Brand Personality Predicts Brand Performance: The Impact of Brand Personality Dimensions on Uniqueness and Attitude Towards the Brand, Poster presented at the 35th EMAC Conference, Athens University of Economics and Business, Greece



  • AMA (American Marketing Association)
  • EMAC (European Marketing Academy)
  • EGOS (European Group for Organizational Studies)