Martin Reimann

Assistant Professor of Marketing
Assistant Professor of Cognitive Science (by courtesy)


Ph.D. in Psychology, University of Southern California, 2013
M.A. in Psychology, University of Southern California, 2011
Habilitation in Marketing, TU Freiberg, 2009
Ph.D. in Marketing (Dr. rer. pol.), TU Freiberg, 2005
M.Sc. in Management (Dipl.-Kfm.), HHL, 2003

Areas of Expertise

  • Experience theory
  • Close relationships (interpersonal relationships; consumer–brand relationships)
  • Healthy decision making
  • Product design (aesthetics; coolness; humor; item fit in collections)
  • Affect (desire; hope; curiosity; trust)
  • Neurophysiological explanations of consumer behavior
  • Methods (behavioral experiments; functional MRI; response accuracy; data triangulation; empirical modeling)


MKTG696 Philosophy of marketing as social science (doctoral)
MKTG696 The neurosciences of judgment and decision making (doctoral)
MKTG572 Marketing research (master)
MKTG471 Marketing policies and operations (undergrad capstone)


Martin Reimann is a marketing professor at Eller College of Management. A trained marketer and a trained neuropsychologist, Martin applies experimental approaches and empirical modeling to investigating (1) how and why people consume product experiences and (2) how and why people form, maintain, and dissolve social relationships. A common denominator in his work is the idea that consumption is deeply rooted in an emotional-motivational system that is empirically decipherable in self-report, behavior, and the brain. For example, different investigations elucidated the involvement of feelings of trust, hope, curiosity, and desire as sufficient predictors of why consumers choose certain products over others.

Martin Reimann holds a Ph.D. in psychology with a focus on brain and cognition from the University of Southern California, a Dr. rer. pol. and a Habilitation in marketing from TU Freiberg, and a master degree in management from HHL—Leipzig Graduate School of Management. Prior to joining Eller, Martin Reimann was a postdoctoral fellow at Stanford University and a marketing professor (W3) at Otto von Guericke University Magdeburg.

His work has been published in the Proceedings of the National Academy of Sciences, the Journal of Experimental Psychology: General, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology, among other leading academic journals. The American Marketing Association has recognized him with the Consumer Behavior Rising Star Award. For his consumer neuroscience work, Martin Reimann received the Young Contributor Award of the Society for Consumer Psychology. In 2018, Martin won the SPSP International Social Cognition Network's Best Paper of the Year Award for his work on "Experience Theory."

At Eller, Professor Reimann enjoys teaching at all academic levels: undergraduate, master, and doctoral. His doctoral seminar on "The Neurosciences of Judgment and Decision Making" has attracted students from multiple disciplines across campus, including marketing, psychology, cognitive science, and linguistics. In his undergraduate capstone course "Marketing Policies and Operations," Martin Reimann models a popular entrepreneurial marketing competition after the TV show "Shark Tank."

Google Inc., the Marketing Science Institute, the National Science Foundation, the National Institutes of Health, and SAP’s founder Hasso Plattner have generously funded Martin's work. Martin founded the Journal of Neuroscience, Psychology, and Economics (JNPE), a quarterly publication of the American Psychological Association that was recently ranked 16th out of 64 major economics journals (with Econometrica ranked 1st).

Working Papers

Lopez, Alberto, Martin Reimann, and Raquel Castaño, “Metaphorically transgressing the brand relationship: The interactive effects of relationship metaphors and brand transgressions on brand relationships.”

Valez, Catalina, Martin Reimann, and Raquel Castaño, “Is better bigger? Misattributing positive features to big and unhealthy food choices,”

Pol, Gratiana, Martin Reimann, and C. W. Park, “The motivational power of beauty: How visually attractive products drive behavioral effort in consumers.”

Reimann, Martin, Oliver Schilke, and Karen S. Cook, "Trust."

Cao, C. Clark, Merrie Brucks, and Martin Reimann, "Collect to control: How desire for control motives systematic acquisition behavior in collecting."

Limon-Calisan, Yonca, Martin Reimann, Ulrich R. Orth, and Alberto Lopez, "How deriving information from faces can alter our choices: Holistic face types, personality trait impressions, and alterations in choice."

Selected Publications

Warren, Caleb and Martin Reimann (2019), “Cool vs. funny: Divergent reactions to unusual product designs,” Journal of the Association for Consumer Research, forthcoming.

Flores, David, Martin Reimann, Raquel Castaño, and Alberto Lopez (2019), "If I indulge first, I will eat less overall: The unexpected interaction effect of indulgence and presentation order on consumption," Journal of Experimental Psychology: Applied, forthcoming.

Wiggin, Kyra, Martin Reimann, and Shailendra P. Jain (2019), “Curiosity tempts indulgence,” Journal of Consumer Research, forthcoming.

Reimann, Martin, Deborah MacInnis, Valerie Folkes, Gratiana Pol, and Adriana Uhalde (2018), “Insights into the experience of brand betrayal: From what people say and what the brain reveals,” Journal of the Association for Consumer Research3 (2), 240-254.

Reimann, Martin (2018), “Decision muscles? How choosing more food (despite incentives to eat less) is associated with the brain’s cortical thickness,” Journal of Neuroscience, Psychology, and Economics11 (1), 45-56.

Reimann, Martin, Oliver Schilke, Ryne Estabrook, and Karen S. Cook (2018), “Reply to Goldfarb et al.: On the heritability and socialization of trust and distrust,” Proceedings of the National Academy of Sciences (reply invited by editor), 115 (10), E2151-E2152.

Reimann, Martin, Sandra Nuñez, and Raquel Castaño (2017), “Brand-Aid,” Journal of Consumer Research, 44 (3), 673-691.

Reimann, Martin, Oliver Schilke, and Karen S. Cook (2017), “Trust is heritable, whereas distrust is not,” Proceedings of the National Academy of Sciences, 114 (27), 7007-7012.

Reimann, Martin and Kristen Lane (2017), “Can a toy encourage lower calorie meal bundle selection in children? A field experiment on the reinforcing effects of toys on food choice,” PLOS ONE, 12 (1), 1-12.

Martin, Jolie, Martin Reimann, and Michael I. Norton (2016), “Experience theory, or how desserts are like losses,” Journal of Experimental Psychology: General, 145 (11), 1460-1472.

Schilke, Oliver, Martin Reimann, and Karen S. Cook (2016), “Reply to Wu and Wilkes: Power, whether situational or durable, decreases both relational and generalized trust,” Proceedings of the National Academy of Sciences (reply invited by editor), 113 (11), E1418.

Reimann, Martin, Deborah MacInnis, and Antoine Bechara (2016), "Can smaller meals make you happy? Behavioral, neurophysiological, and psychological insights into motivating smaller portion choice," Journal of the Association for Consumer Research, 1 (1), 71-91.

Reimann, Martin and C. Clark Cao (2016), “Aesthetics: Antecedents, underlying processes, and behavioral consequences,” in Cathrine Jansson-Boyd and Magdalena Zawisza (eds.), Handbook of Consumer Psychology, Taylor & Francis.

Reimann, Martin, Deborah MacInnis, and Antoine Bechara, (2015), "Leveraging the Happy Meal effect: Substituting food with modest non-food incentives decreases portion size choice, " Journal of Experimental Psychology: Applied, 21 (3), 276-286.

Schilke, Oliver, Martin Reimann, and Karen S. Cook (2015), "Power decreases trust in social exchange," Proceedings of the National Academy of Sciences, 112 (42), 12950-12955.

Schaefer, Michael, Franziska Rumpel, Abdolkarim Sadrieh, Martin Reimann, and Claudia Denke (2015), “Personal involvement is related to increased search motivation and associated with activity in left BA44,” Frontiers in Human Neuroscience, 9 (142), 1-8.

Reimann, Martin, Gergana Y. Nenkov, Deborah MacInnis, and Maureen Morrin (2014), “The role of hope in financial risk seeking,” Journal of Experimental Psychology: Applied, 20 (4), 349-364.

Schilke, Oliver, Martin Reimann, and Karen S. Cook (2013), “Effect of relationship experience on trust recovery following a breach,” Proceedings of the National Academy of Sciences, 110 (38), 15236-15241.

Marin, Alex, Martin Reimann, and Raquel Castaño (2013), “Metaphors and creativity: Direct, moderating, and mediating effects,” Journal of Consumer Psychology, 24 (2), 290-297.

Lehmann, Sebastian and Martin Reimann (2012), “Neural correlates of time versus money in product evaluation,” Frontiers in Psychology, 3 (372), 1-20.

Homburg, Christian, Martin Klarmann, Martin Reimann, and Oliver Schilke (2012), “What drives key informant accuracy?,” Journal of Marketing Research, 49 (4), 594-608.

Reimann, Martin, Raquel Castaño, Judith L. Zaichkowsky, and Antoine Bechara (2012), “How we relate to brands: Psychological and neurophysiological insights into consumer-brand relationships,” Journal of Consumer Psychology, 22 (1), 128-142.

Reimann, Martin, Wilko Feye, Alan J. Malter, Joshua M. Ackerman, Raquel Castaño, Nikita Garg, Robert Kreuzbauer, Aparna A. Labroo, Angela Y. Lee, Maureen Morrin, Gergana Y. Nenkov, Jesper H. Nielsen, Maria Eugenia Perez, Gratiana Pol, José A. Rosa, Carolyn Yoon and Chen-Bo Zhong (2012), "Embodiment in judgment and choice, "Journal of Neuroscience, Psychology, and Economics, 5 (2), 104-123.

Levin, Irwin P., Gui Xue, Joshua A. Weller, Martin Reimann, Marco Lauriola, and Antoine Bechara (2012), “A neuropsychological approach to understanding risk-taking for potential gains and losses,” Frontiers in Neuroscience, 6 (15), 1-11.

Reimann, Martin, Raquel Castaño, Judith L. Zaichkowsky, and Antoine Bechara (2012), “Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice,” Marketing Letters, 23 (3), 745-759.

Reimann, Martin and Philip G. Zimbardo (2011), “The dark side of social encounters: Prospects for a neuroscience of human evil,” Journal of Neuroscience, Psychology, and Economics, 4 (3), 174-180.

Reimann, Martin, Oliver Schilke, Bernd Weber, Carolin Neuhaus, and Judith L. Zaichkowsky (2011), “Functional magnetic resonance imaging in consumer research: A review and application,” Psychology & Marketing, 28 (6), 608-637.

Reimann, Martin, Judith L. Zaichkowsky, Carolin Neuhaus, Thomas Bender, and Bernd Weber (2010), “Aesthetic package design: A behavioral, neural, and psychological investigation,” Journal of Consumer Psychology, 20 (4), 431-441.

Reimann, Martin and Antoine Bechara (2010), “The somatic marker framework as a neurological theory of decision-making: Review, conceptual comparisons, and future neuroeconomics research,” Journal of Economic Psychology, 31 (5), 767-776.

Reimann, Martin, Oliver Schilke, and Jacquelyn Thomas (2010), “Customer relationship management and firm performance: The mediating role of business strategy,” Journal of the Academy of Marketing Science, 38 (3), 326-346.

Reimann, Martin, Oliver Schilke, and Jacquelyn Thomas (2010), “Toward an understanding of industry commoditization: Its nature and role in marketing competition,” International Journal of Research in Marketing, 27 (2), 188-197.

Reimann, Martin and Arthur Aron (2009), “Self-expansion motivation and inclusion of close brands in self: Towards a theory of brand relationships,” in: Joseph Priester, Deborah MacInnis, and C. W. Park (eds.), Handbook of Brand Relationships, M. E. Sharpe, 65-81.

Awards and Honors

  • Dean's Research Award, Eller College of Management, University of Arizona
  • Best Overall Working Paper Award, Association for Consumer Research
  • Best Paper of the Year Award for "Experience Theory", International Social Cognition Network
  • Young Leader, Atlantikbruecke
  • Outstanding Contribution to the Journal of Consumer Psychology Award, Society of Consumer Psychology
  • Consumer Behavior Rising Star Award, American Marketing Association
  • Park Young Contributor Award, Society of Consumer Psychology
  • M. Wayne Delozier Award, Academy of Marketing Science
  • William R. Darden Award, Academy of Marketing Science
  • Altstipendiat, Konrad-Adenauer-Stiftung

Professional Positions


  • Special Issue Editor (2012-2013), Frontiers in Psychology
  • Founding Editor (2007-2010), Journal of Neuroscience, Psychology, and Economics

Advisory Panel Membership:

  • Advisory Panel Member (2012-2015), Society for Consumer Psychology

Journal Reviewer:

  • Cerebral Cortex
  • Cognition and Emotion
  • Cognitive Science
  • Emotion
  • Human Brain Mapping
  • Journal of Behavioral Decision Making
  • Journal of Cognitive Neuroscience
  • Journal of Consumer Psychology
  • Journal of Consumer Research
  • Journal of Experimental Psychology
  • Journal of Marketing Research
  • Journal of Personality and Social Psychology
  • Journal of the Association for Consumer Research
  • MIS Quarterly
  • Nature Neuroscience
  • Proceedings of the National Academy of Sciences

Grant Proposal Reviewer:

  • Research Grant Council of Hong Kong
  • Social Sciences and Humanities Research Council of Canada

Conference Program Committee Member / Conference Reviewer:

  • American Marketing Association Winter/Summer Conferences
  • Association for Consumer Research Annual Conferences
  • Association for NeuroPsychoEconomics Annual Conferences
  • Society for Consumer Psychology Annual Conferences

 Professional Affiliations

  • American Marketing Association
  • American Psychological Association
  • Association for Consumer Research
  • Association for NeuroPsychoEconomics
  • Association for Psychological Science
  • Marketing Science Institute
  • Society for Consumer Psychology