Dr. Thomas Schreiner

Thomas Schreiner is an assistant professor at the Chair of Marketing & Customer Insight at the University of Hamburg. He studied economics and business administration with a focus on quantitative economic research at the University of Kiel. He gained international experience during the ICPSR Summer Program for Quantitative Methods in Social Science Research at the University of Michigan (Ann Arbor, USA) and as a visiting scholar at Massey University (Auckland, New Zealand).

Thomas Schreiner has published his research on non-compensatory decision rules and product design in established marketing journals (Journal of Marketing Research, International Journal of Research in Marketing, Journal of Product Innovation Management). Moreover, he investigates how the dynamics of prerelease consumer buzz impact the adoption process after product release, the interplay of brand equity and product design, and the asymmetric effects of product-harm crisis on customer acquisition and customer retention.

Publications:

Journal articles:

• Mark Heitmann, Jan R. Landwehr, Thomas F. Schreiner, and Harald J. van Heerde (2020): “Leveraging Brand Equity for Effective Visual Product Design”, Journal of Marketing Research, in press.
• Schreiner, Thomas F., Thomas Fandrich, Mark Heitmann, and Katrin Talke (2017): “A Novel Approach for Predicting and Understanding Consumers' Sense of Design Similarity”, Journal of Product Innovation Management, 34 (6). 790-820.
• Bremer, Lucas, Mark Heitmann, and Thomas F. Schreiner (2017): “When and How to Infer Heuristic Consideration Set Rules of Consumers”, International Journal of Research in Marketing, 34 (2), 516-535.

Conference papers:

• "On the Evolution of Pre-Release Consumer Buzz and New Product Success”, Proceedings of the 49th EMAC Conference, Budapest 2020 (with Carolin Haiduk and Timo Mandler).
• “Customer Acquisition and Customer Retention During a Product-Harm Crisis”, Proceedings of the 41st INFORMS Marketing Science Conference, Rome 2019 (with Kateryna Gavrysh, Florian Stahl, and Marnik Dekimpe).
• “Relative Importance of Visual Design Dimensions on Product Choice”, Proceedings of the 48th EMAC Conference, Hamburg 2019 (with Alexander Selker).
• “Leveraging Stock Market Returns with Different Types of Product Innovations”, Proceedings of the 47th EMAC Conference, Glasgow 2018 (with Lennart Brockelmann).
• “The Impact of Recalls on Customer Acquisition and Customer Retention in the U.S. Automobile Industry”, Proceedings of the 38th INFORMS Marketing Science Conference, Shanghai 2016 (with Florian Stahl and Lukas Beck).
• “What Does It Look Like? An Objective Measurement of Design Similarity”, Proceedings of the 35th INFORMS Marketing Science Conference, Istanbul 2013 (with Mark Heitmann and Thomas Fandrich).
• “The Impact of Consumer Replacement Decisions and Leapfrogging Behavior on the Timing of New Product Introductions”, Proceedings of the 39th EMAC Conference, Copenhagen 2010 (with Mark Heitmann and Florian Stahl).