Prosumer Decision Lab

The consumer role is transforming towards that of a prosumer. The concept of the prosumer dates back to the visionary, Alvin Toffler (1980), who foresaw the merging roles of the producer and consumer in the exchange process of goods and services. Factors including the internet and the online sharing economy, have intensified the dilution of boundaries that once separated passive consumers and active producers.
 
Currently there are four Prosumer Decision Labs, powered by GfK Verein, across the globe. The labs have been installed at the University of Pretoria in South Africa, the University of Nuremberg in Germany, Central University of Finance and Economics in China and the University of Nairobi in Kenya.
 
The Prosumer Decision Lab at the University of Pretoria is equipped with cutting edge technological capabilities where academics and students can perform experiments in the area of behavioural economics. In addition, intercultural studies and experiments across the network of prosumer labs is made possible.
 
Ms Sotira Petrou
GfK Verein Programme Manager
+27(0)12 420 6721
[email protected]

 

 

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