Associate Professor at Aarhus University, Sonja Perkovic, receives this year’s Tietgen Prize of half a million Danish kroner for groundbreaking research into how consumers make decisions in, among other things, the retail and banking sectors.
DSEB and the prize committee have awarded the Tietgen Prize 2025 to Sonja Perkovic, Associate Professor at Aarhus University, for her pioneering research into how consumers make decisions – and how businesses and authorities can support more informed and healthy choices.
The Tietgen Prize was established in 1929 to mark the 100th anniversary of C.F. Tietgen’s birth and is awarded annually to a young research talent within business-related social sciences and humanities. The prize includes DKK 500,000 and a gold medal.
Research with great societal relevance
Sonja’s work is rooted in behavioral economics and addresses challenges in digitalized markets, complex labelling schemes, and dynamic regulatory requirements. Her research helps create a better balance between consumer interests and commercial considerations.
“Sonja Perkovic has delivered research that not only carries academic weight but also has concrete significance for businesses and consumers. She demonstrates how knowledge can be translated into solutions that make a practical difference,” says Jakob Roland Munch, chair of DSEB’s prize committee.
From retail to civil society
Sonja Perkovic has collaborated with Salling Group on an eye-tracking study of Nutri-Score, developed proposals for Sydbank’s Pocket Money app, and contributed to the Danish Consumer Council’s work on labelling and risk communication. In addition, she has widely disseminated her knowledge – from presentations in government agencies and companies to teaching journalists and media appearances.
The Tietgen Prize 2025 was presented at the International Chamber of Commerce ICC Denmark and DSEB’s annual dinner on 26 November.
