In October 2018, Kristina Klein took up the professorship for business administration, in particular marketing and consumer behavior, in the Faculty of Economics and Business Administration at the University of Bremen. Her research focuses on gamification, i.e. the use of game elements such as trophies, points, and leaderboards in a nongame context, such as a company’s marketing activities, serious games, and sensory marketing. The latter includes the influence of experience through the five senses on consumer attitudes and behavior. Kristina Klein is not only anchored in the Rhineland because of her past as a “Funkenmariechen” (dancing girls as part of Carnival festivities), she also studied business administration, with stays in Norway and Canada, and earned her doctorate at the University of Cologne. Her dissertation won the academic prize of the German marketing association (Deutscher Marketing Verband) in 2013. Klein is part of the “Digitalization” research group in the Faculty of Economics and Business Administration at the University of Bremen; in this group, the design and use of chat bots will be an essential part of their empirical-quantitative experimental research. In addition, the study of the effects of fragrances and sounds on consumers remains an important focus of her work. Together with Professor Maik Eisenbeiß and Professor Christoph Burmann, she is a cofounder of the markstones Institute of Marketing, Branding and Technology at the University of Bremen.