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Research Seminar Series

The "Research Seminar Series" held by the WU's Marketing Department helps to connect our Faculty with outstanding international scholars from the Marketing field. Scholars from the world`s top universities are invited to present their latest research and to discuss the current trends and developments in all major areas of marketing research, including Consumer Behavior, Marketing Modeling and Marketing Strategy. In addition to the networking possibilities, this Research Seminar Series helps the WU faculty and PhD students to keep track of the recent theoretical and methodological developments in the marketing community and to both seek and receive early feedback on their own marketing research. The seminars are open to all WU faculties and students.

Please register for participation by sending an email to Christian Spadt.

Papers on this site should not be reproduced or quoted without author's permission.


Information will come soon


Due to the ongoing Corona pandemic, no external guest speakers were invited for the 2021 spring term.


Michaela Draganska, Drexel University, Philadelphia (US)
October 29th | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Hannes Datta

Hannes Datta, Tilburg University (NL)
November 12th | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Brad Shapiro

Brad Shapiro, University of Chicago (US)
December 3rd  | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Ashwani Monga

Ashwani Monga, Rutgers University (US)
December 10th | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Rajesh Bagchi

Rajesh Bagchi, Virginia Tech State University (US)
December 17th | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Jura Liaukonyte

Jura Liaukonyte, Cornell University (US)
Dezember 17th | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Peter Zubcsek

Peter Zubcsek, Tel Aviv University (IL)
Dezember 17th | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Ana Valenzuela

Ana Valenzuela, The City University of New York (US)
January 14th | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Caroline Wiertz

Carolina Wiertz, University of London (UK)
January 21st | 13:00-15:00 | AD.0.090

postponed to a subsequent semester


Portrait Rebecca Hamilton

Rebecca Hamilton, Georgetown University, Washington (US)
March 5th | 13:00-15:00 | AD.0.090
"Should I Pay With Money or Redeem Points for This Purchase?"

Michaela Draganska, Drexel University, Philadelphia (US)
19. March | 13:00-15:00 | AD.0.090
postponed to a subsequent semester

L.J. Shrum, HEC Paris, Paris (FR)
26. March | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Hilke Plassmann

Hilke Plassmann, INSEAD; Fontainebleau (FR)
02. April | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Amitava Chattopadhyay, INSEAD; Singapore (SGP)
30. April | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Ana Valenzuela

Ana Valenzuela, The City University of New York; New York (US)
07. Mai | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Ran Kivetz

Ran Kivetz, Columbia University; New York (US)
14. May | 13:00-15:00 | AD.0.090

postponed to a subsequent semester

Portrait Christophe Van den Bulte

Christophe Van den Bulte, University of Pennsylvania; Philadelphia (US)
25. June | 13:00-15:00 | AD.0.090

postponed to a subsequent semester


Carl Mela, Duke University The Fuqua School of Business, Durham (US)
October 10 | 13:00-15:00 | AD.0.090
"Display Advertising Pricing in Exchange Markets"

J.E. (Jaap) Wieringa, University of Groningen (NL)
7. November | 13:00-15:00 | TC 5.04
"Overcoming privacy issues by generating 'fake' customer data"

Leonard Lee, NSU National University Singapore (SGP)
November 21st | 13:00-15:00 | AD.0.090
"Banking Happiness"

Peeter Verlegh, Vrije Universiteit Amsterdam, (NL)
November 28 | 13:00-15:00 | AD.0.090
"How consumers use brands to show off on (visual) social media"

Aurelie Lemmens, Tilburg University (NL)
December 12 | 13:00-15:00 | AD.0.090
"Managing Churn to Maximize Profits"

Ayelet Fishbach, University of Chicago (US)
December 19 | 13:00-15:00 | AD.0.090
"Hidden Failures: Why We Don’t Share Negative Information and What We Might Miss"


Vladas Griskevicius, University of Minnesota, (US)
March 21 | 13:00-15:00 | AD.0.090
"The Power of Social Norms Combined With Financial Incentives"

David Schweidel, Emory University, Atlanta (US)
June 13 | 13:00-15:00 | TC.3.10
"Emotionality on Social Media"


Jennifer Argo, University of Alberta (CA)
October 18 | 13:00-15:00 | AD.0.090
"The Negative Impact of Perfection vs. Flaws in The Retail Environment"

Koert van Ittersum, University of Groningen (NL)
October 25 | 13:00-15:00 | AD.0.090
"In-Store Shopping Dynamics"

Martijn de Jong,Erasmus University Rotterdam (NL)
November 8 | 13:00-15:00 | AD.0.090
“Assessing Sensitive Consumer Behavior Using the Item Count Response Technique”

Bernd Schmitt, Columbia University (US)
January 10 | 13:00-15:00 | AD.0.090
"Consumer Experiences in the Future: Robot or Human, Human or Robot?"


Barbara Kahn, University of Pennsylvania (US)
April 19 | 13:00-15:00 | AD.0.090
"The Shopping Revolution: How Successful Retailers Win Customers in an Era of Disruption"

Robert Meyer, University of Pennsylvania (US)
April 26 | 13:00-15:00 | TC.3.12
"When News gets Negative: The Evolution of Content in the Successive Re-telling of Events"

P.K. Kannan, University of Maryland (US)
May 17 | 13:00-15:00 | D2.0.392
"Selling the Premium in Freemium"

Aradhna Krishna, University of Michigan (US)
June 26 | 13:00-15:00 | TC.5.13
"Mental Simulation and other Mental Imagery"


Xueming Luo, Temple University, Philadelphia (US)
November 9 | 14:30-16:30 | TC.5.18
"Targeting and Retargeting Experimentation and Machine Learning: Mobile Big Data Analytics"

Marco Bertini, ESADE Barcelona (ES)
November 23 | 13:00-15:00 | D5.1.002
"Consumer Reactance to Conditional Discounts"

Andrew Stephen, University of Oxford (GB)
December 7th, 2017 | 13:00-15:00 | TC.5.16
“Intended and Unintended Consequences of Consumer Use of Social Media”

Cait Lamberton, University of Pittsburgh (US)
December 14th, 2017 | 13:00-15:00 | AD.0.090
“Stranger Danger: When and Why Consumer Dyads Behave Less Ethically than Individuals"


Christopher K. Hsee, University of Chicago (US)
March 22 | 10:00-12:00 | AD.0.122
"Curiosity, and Its Implications for Psychology, Economics, and Markting"

Prasad Naik, UC Davis (US)
April 6 | 13:00-15:00 | LC.2.400
"Metrics Unreliability and Marketing Overspending"

Kristin Diehl, University of Southern California (US)
May 11 | 13:00-15:00 | AD.0.090
"Life in Pictures - How taking photos affects enjoyment for and memory of experiences"

Wayne Hoyer, University of Texas at Austin (US)
June 2 | 10:00-12:00 | D2.0.374
"When and Why Does Consumer Brand Sabotage Cause Damage among Other Consumers?"


Els Gijsbrechts, Tilburg University (NL)
November 10 | 13:00-15:00 | AD.0.095
„Navigating the last Mile in Grocery Shopping: The Click and Collect Format“

Bas Donkers, Erasmus University Rotterdam (NL)
November 17 | 13:00-15:00 | AD.0.090
"Model-Based Purchase Predictions for Large Assortments"

Barak Libai, Interdisciplinary Center Herzliya (ISR)
November 24 | 13:00-15:00 | AD.0.090
"The Role of Popularity in New Product Growth: Evidence from Free Digital Product Markets"

Michael Trusov, University of Maryland (US)
January 12 | 13:00-15:00 | AD.0.090
"Catching their eyes: context-driven information acquisition on search engines"


Dina Mayzlin, University of Southern California (US)
March 3 | 13:00-15:00 | AD.0.090
"Channels of Impact: User reviews when quality is dynamic and managers respond"

Catherine Tucker, Massachusetts Institute of Technology (US)
March 18 | 10:00-12:00 | AD.0.090
"Consumer Privacy"

Jeffrey Inman, University of Pittsburgh (US)
April 28 | 13:00-15:00 | AD.0.090
"Digital Distraction: Consumer Mobile Device Use and Decision Making"

Derek D. Rucker, Northwestern University (US)
June 10 | 13:00-15:00 | D2.0.392
"Psychological Power and Consumer Behavior: The Past, Present, and Future"



Gerald Häubl, University of Alberta (CAN)
November 12 | 13:00-15:00 | AD.0.090
"Sampling Traps: How the Opportunity to Sample Experiential Products Reduces Hedonic Value"

Rajesh Chandy, London Business School (GB)
November 26 | 13:00-15:00 | D2.0.392
"The impact of marketing (vs. finance) skills on business growth, prosperity, and survival: evidence from a randomized controlled trial in South Africa"

Christine Moorman, Duke University (US)
December 3 | 13:00-15:00 | AD.0.122
"What Doesn’t Kill a Weak Firm Increases the Risk of its New Product Introduction Strategy"

Stijn Van Osselaer, Cornell University (US)
December 10 | 13:00-15:00 | AD.0.090
"The Power of Personal"


[Translate to English:] Konstantinos Katsikeas

Constantine S. Katsikeas, Leeds University (UK)
March 26 | 13:00-15:00
"Why is achieving strategic goals so difficult for export ventures?"

[Translate to English:] Matthias Sutter

Matthias Sutter, University of Innsbruck (AT)
April 10 | 10:00-12:00
"Experiments on credence goods - Lab and field evidence"

[Translate to English:] Rik Pieters

F.G.M. (Rik) Pieters, Tilburg University (NED)
April 23 | 13:00-15:00
"First impressions of advertising"

[Translate to English:] Ajay Kohli

Ajay K. Kohli, Georgia Institute of Technology(US)
May 7 | 13:00-15:00
"Does Brand Licensing Increase a Licensor’s Shareholder Value?"

[Translate to English:] Ravi Dhar

Ravi Dhar, Yale University (US)
May 21 | 13:00-15:00
"Of the Bold and the Beautiful: How Feeling Beautiful Leads to Bold Choices"

[Translate to English:] Gerard Tellis

Gerard J. Tellis, University of Southern California (US)
June 11 | 13:00-15:00
"Understanding Virality in of YouTube Video Ads"


Richard Bagozzi, University of Michigan (US)
October 23 | 13:00-15:00 | D2.0.392
"Theory of Mind and Empathic Underpinnings of Managerial Mind-Sets"

Stefan Stremersch,  Erasmus University Rotterdam (NED)
October 30 | 13:00-15:00 | D2.0.392
"Unraveling Scientific Impact: Citation Types in Marketing Journals"

Chezy Ofir, Hebrew University Jerusalem (ISR)
November 20 | 13:00-15:00
"Consumer Fairness"

Peter Fader, WHARTON University of Pennsylvania (US)
December 4 | 13:00-15:00
"V(CLV): Examining Variance in Models of Customer Lifetime Value"

Bart Bronnenberg, Tilburg University (NED)
December 11 | 13:00-15:00
"Zooming In on Choice: How do Consumers Search for Cameras Online?"


Mario Pandelaere, Ghent University (BEL)
January 27 | 09:30-10:30 | TC.5.16
"The Role of Autonomy in Hedonic and Utilitarian Purchases."

Anja Lambrecht, London Business School (UK)
January 27 | 10:30-11:30 | TC.5.16
"Should you Target Early Trend Propagators? Evidence From Twitter."

Ulrike Kaiser, WU Vienna
January 27 | 12:00-13:00 | TC.5.16
"Self-​customization enhances product efficacy."


Hans Baumgartner, Pennsylvania State University (US)
April 3 | 13:00-15:00
"Response biases in survey Research"

Kathleen Vohs, University of Minnesota (US)
April 10 | 13:00-15:00
"The Meaning of Money: Beyond Pragmatics"

Alexander Chernev, Northwestern University (US)
May 8 | 13:00-15:00
"Lifestyle Branding: The New Frontier of Competitive Differentiation"

Oded Netzer, Columbia University (US)
May 22 | 13:00-15:00
"Using Social Media Data to identify and Target Job Seekers"

Harald van Heerde, Massey University (NZ)
June 26 | 13:00-15:00
"How to Spend Marketing Budgets over the Business Cycle? The Case of International Tourism Marketing"


Skander Essgaier, KOC University (TR)
June 24 | 09:30-10:00 | AD.0.122
"The picing implication of non-​Price category Management."

Jan R. Landwehr, Goethe University (GER)
June 24 | 10:15 - 10:45 | AD.0.122
"Processing Fluency of Product Design: Cognitive and Affective Routes to Aesthetic Preferences."

Stefano Puntoni, Erasmus University Rotterdam (NL)
June 24 | 11:30-12:00 | AD.0.122
"The Bias in the Bias: Comparative Optimism as a Function of Event Social Undesirability."

Valentyna Melnik, Massey University (NZ)
June 24 | 12:15-12:45 | AD.0.122
"Affects Consumers' Responses to Emotional Advertising Appeals."


J. Scott Amstrong, WHARTON University of Pennsylvania (US)
September 19 | 13:00-15:00
"Evidence-based Advertising."

Russell W. Belk, York University (CAN)
September 27 | 11:00-13:00
"The End of Ownership?"

Klaus Wertenbroch, INSEAD (FR)
October 18 | 13:00-15:00
"Preferences for Fiscal Redistribution Determine whether Conspircuous Consumption Signals Deservingness"

G. Thomas M. Hult, Michigan State University (US)
October 24 | 13:00-15:00
"Global supply chain Management: present and future"

Jacob Goldenberg, The Hebrew University of Jerusalem (ISL)
November 7 | 13:00-15:00
"Invisible No More"

Michel Tuam Pham, Columbia University (US)
December 12 | 13:00-15:00
"Affect as an Ordinal System of Utility"


Nailya Ordabayeva, Erasmus University Rotterdam (NL)
January 28 | 09:00-10:30 | AD 0.122
"Improving Consumers' Package Size Perceptions and Preferences."

Michael Haenlein, ESCP Europe Business School (F)
January 28 | 10:30-12:00 | AD 0.122
"Targeting Revenue Leaders for a New Product."

Koen H. Pauwels, Ozyegin University (TR)
January 28 | 12:00-13:30 | AD 0.122
"Do Online Behavior Tracking or Attitude Survey Metrics drive brand sales? An integrative model of Attitudes & Actions on the Consumer Boulevard."


Katherine White, University of British Columbia (CAN)
April 11 | 13:00-15:00
"Turning Slacktivists Into Activists: How the Public Versus Private Nature of an Initial Act of Symbolic Support Impacts Subsequent Prosocial Action"

Vicki G. Morwitz, New York University (US)
April 25 | 13:00-15:00
"Malleable conjoint partworths: How the breadth of Response scales alters price sensitivity"

Eric A. Greenleaf, New York University (US)
May 6 | 12:30-14:30
"The Impact of Individual-Level Consumer Surplus on Subsequent Willingness-to-Pay and Consumer Behavior: An example from Online Auctions"

Gita V. Johar, Columbia University (US)
May 23 | 13:00-15:00
"Egocentric Categorization: Self as a Reference Category in Product Judgement & Consumer Choice"

C. Page Moreau, University of Colorado (US)
June 13 | 13:00-15:00
"The Downstream Consequences of Divergent Thinking: How Playing With Legos Improves Creative Performances."

Ko de Ruyter, Maastricht University (NED)
June 27 | 13:00-15:00
"A Public Good Gone Bad: Governance, Fee-Riding and the Long-Term Sustainability of a Virtual P3 Community"


Ju-​Young Kim, Goethe University (GER)
June 25 | 09:00-10:30 | Small Conference room (D), UZA1
"Spill-​​Over Effects in the Attention Economy - Why Ebay Should Pray for Poor Quality Program"

Nicolas Glady, ESSEC Business School (F)
June 25 | 10:30-12:00
"Generalized Model Of Advertising: Incorporating Electronic Word-​Of-​Mouth Into Advertising Model."

Zachary Chad Estes, Bocconi University (I)
June 25 | 12:00-13:30
"Brand Suicide? Negative brand names are better than they Sound."


Pradeep K. Chintagunta, University of Chicago (US)
September 6 | 13:00-15:00
"Service Quality Variability and Termination Behavior"

Roland T. Rust, University of Maryland (US)
October 4 | 13:00-15:00
"Optimizing Service Productivity"

Bruce Hardie, London Business School (UK)
November 8 | 13:00-15:00
"A Joint Model of Usage and Churn in Contractual Settings"

Berend Wierenga, Erasmus University Rotterdam (NED)
November 15 | 13:00-15:00
"When do decision makers follow intuitivity justiefied advice? A study in the context of new product decisions"

Chris Janiszewski, University of Florida (US)
December 13 | 13:00-15:00
"The Desire for Consumption Knowledge"


Christoph Fuchs, Erasmus University Rotterdam (NL)
January 28 | 09:00-10:30 | SR 5.44 (B), UZA 1
"The Handmade Effect: What's ove Got to Do with It?"

Caleb Warren, Bocconi University (I)
January 28 | 10:30-12:00 | SR 5.44 (B), UZA 1
"Why Humorous Marketing Can Hurt Bands."

Katrin Talke, TU Berlin (GER)
January 28 | 12:00-13:30 | SR 5.44 (B), UZA 1
"Design Newness - A Matter of Perspective."


Marnik G. Dekimpe, Tilburg University (NED), Catholic University Leuven (BEL)
March 1 | 13:00-15:00
"Sleeping with the Enemy: Does Private-Label Production by National-Brand Manufacturers Create Retailer Goowill?"

Simona Botti, London Business School (UK)
April 12 | 13:00-15:00
"Turning the Page: The Impact of Choice Closure on Satisfaction"

Leigh McAlister, University of Texas at Austin (US)
May 10 | 13:00-15:00
Marketing's Influence: Evidence from Financial Archives.

Joseph Nunes, University of Southern California (US)
June 14 | 13:00-15:00
"The End of Designer as Dictator: How Fashion Critics Affect Aesthetic Innovation"

Darren Dahl, University of British Columbia (CAN)
June 21 | 13:00-15:00
Self-threat and Product Failure: How Internal Attributions of Blame Impact Consumer Complaining Behavior.