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Research Focus

The Department of Marketing significantly contributes to the generation and dissemination of new marketing knowledge. We strive for generating novel insights that combine academic rigor with practical relevance to make a significant impact on the international academic community, the current business practice, the professional development of our students, and society-​at-large.

Our research is published in the leading international journals of our field (e.g., Journal of Marketing, Journal of Marketing Research, Marketing Science) and related disciplines (e.g., Management Science, Journal of Personality and Social Psychology). Our work is also frequently featured in various influential local (e.g., Handelsblatt, Regal, der Standard, die Presse) and international media outlets that focus on the dissemination of high-​profile research into business practice (e.g., Harvard Business Review, Business Horizons, MIT Sloan Management Review).

A list of all publications can be found in the WU fides datebase.

Selected Highlight Publications

Schnurr Benedikt, Fuchs Christoph, Maira Elisa, Puntoni Stefano, Schreier Martin, van Osselaer Stijn M.J. (2022). Sales and Self: The Noneconomic Value of Selling the Fruits of One’s Labor. Journal of Marketing, 86 (3), 40-58. (link)

  • Reutterer, Thomas, Platzer, Michael, Schröder, Nadine (2021). Leveraging purchase regularity for predicting customer behavior the easy way. International Journal of Research in Marketing, 38 (1), 194-215. (link)

  • Simpson, Bonnie, Schreier, Martin, Bitterl, Rosalia, White, Katherine. 2021. Making the world a better place: How crowdfunding increases consumer demand for social-good products. Journal of Marketing Research, 58 (April), 363-376, 2021 (link)

  • C. P. Moreau, E. Prandelli, M. Schreier, and S. Hieke (2020). Customization in luxury brands: Can Valentino get personal? Journal of Marketing Research, 57(5), 937-947. (link)

  • Fuchs, Christoph, de Jong, Martijn G., Schreier, Martin (2020). Earmarking Donations to Charity: Cross-cultural Evidence on Its Appeal to Donors Across 25 Countries. Management Science. 66 (October): 4820-4842. (link)

  • Kokkoris, Michail, Erik Hoelzl, and Carlos Alós-Ferrer (2019). True to which self? Lay rationalism and decision satisfaction in self-control conflicts. Journal of Personality and Social Psychology. (link)

  • Kamleitner, Bernadette, Thürridl, Carina, Martin, Brett A. S. (2019). A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products. Journal of Marketing. 83 (6), 76-92. (link)

  • Bitterl, Rosalia, and Martin Schreier (2018). When consumers become project backers: The psychological consequences of participation in crowdfunding. International Journal of Research in Marketing, 35 (4), 673-685. (link)


  • Kaiser, Ulrike, Martin Schreier, and Chris Janiszewski (2017). The self-expressive customization of a product can improve performance. Journal of Marketing Research, 54 (5), 816-831. (link)