Dr. Thomas Schreiner

Thomas Schreiner is a Senior Researcher at the University of Hamburg. His area of expertise lies in econometric modeling, where he develops cutting-edge measures for marketing-relevant variables, e.g., analyzing visual product design and automatically deciphering content of text. As a result, his work provides valuable guidance to managers seeking to stay ahead in the competitive landscape. His research has been published in top-tier marketing journals, including the Journal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Product Innovation Management, and Industrial Marketing Management. Among his research topics are visual product design, prosocial behavior, noncompensatory decision rules, the sharing economy, and the ever-evolving landscape of social media.

Thomas has accumulated teaching experience from four universities (i.e., Christian-Albrecht University of Kiel, Kiel University of Applied Sciences, University of Hamburg, and University of New South Wales). He teaches undergraduate, graduate-level, and PhD courses and seminars on empirical data analysis and consumer behavior.

Publications:

Schreiner, Thomas F., Timo Mandler, Harald J. van Heerde, and Carolin Haiduk (2025). “Dynamics of Pre-Release Consumer Buzz: Driving Communication, Search, and Participation for Market Performance,” Journal of the Academy of Marketing Science, Advance online publication.

Pfeifer, Louisa M., Thomas F. Schreiner, and Henrik Sattler (2024). “The Role of Consumer-Based Brand Equity on the Prolongation of Trademarks,” Journal of Brand Management, 32 (2), 94-108.

Griesoph, Amelie, Thomas F. Schreiner, Valentyna Melnyk, and Holger D. Jänichen (2024). “How Altruistic Alternatives Reverse the Compromise Effect,” Marketing Letters, 36 (3), 465-479.

Pfeifer, Louisa M., and Thomas F. Schreiner (2024). “The Offer Framing Effect: A Replication and Extension,” Marketing Letters, 36 (1), 171-182.

Vieira, Valter A., Marcos I. Severo de Almeida, and Thomas F. Schreiner (2022). “Amplifying Retailers' Sales with a Hub's Owned and Earned Social Media: The Moderating Role of Marketplace Organic Search,” Industrial Marketing Management, 101, 165-175.

Heitmann, Mark, Jan R. Landwehr, Thomas F. Schreiner, and Harald J. van Heerde (2020). “Leveraging Brand Equity for Effective Visual Product Design,” Journal of Marketing Research, 57 (2), 257-277.

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.