Martin Reimann

Martin Reimann

Associate Professor, Marketing, and McClelland Fellow
Director, Arizona Think Tank for Behavioral Decision Making
External Faculty Affiliate, Stanford University's Institute for Research in the Social Sciences
Martin Reimann

McClelland Hall 320R
1130 E. Helen St.
P.O. Box 210108
Tucson, Arizona 85721-0108

Areas of Expertise

Consumer psychology
Consumer neuroscience
Emotional-motivational constructs in consumer behavior
Social relations
Product design and aesthetics
Experience theory

Martin Reimann is an associate professor of marketing at the Eller College of Management, with appointments as associate professor in the Department of Psychology, the College of Veterinary Medicine, and the Cognitive Science Graduate Interdisciplinary Program.

Reimann holds a PhD in Psychology from the University of Southern California as well as a Habilitation and PhD in Marketing from TU Freiberg (Germany). Prior to joining Eller, he was a postdoctoral fellow at Stanford University and a W3 professor of marketing at Otto von Guericke University Magdeburg (Germany). He applies functional neuroimaging, behavioral experiments, and quantitative methods to investigate how and why people (1) consume product experiences and (2) form, maintain, and dissolve social relations with other humans, products, and pets.

His research has been published in the Annual ReviewJournal of Consumer PsychologyJournal of Consumer Research, Journals of Experimental Psychology, Journal of Marketing Research, and the Proceedings of the National Academy of Sciences, among other outlets. His work has been honored by several awards, including the Society for Consumer Research’s Young Contributor Award and the International Social Cognition Network's Best Paper of the Year Award.

Reimann has founded and is serving various academic institutions, including the Arizona Think Tank for Behavioral Decision Making, the Association for NeuroPsychoEconomics, the Journal of Neuroscience, Psychology, and Economics, and OpenVOXEL, a free platform for researchers to deposit and share large-scale neuroimaging datasets.

He teaches undergraduate and master courses in marketing management and marketing research, as well as a Ph.D. course on conceptual foundations for marketing researchers. Prior to academia, Reimann has worked for companies in the chemical, automotive, and consumer goods industries.


  • MKTG471 Marketing policies and operations (undergrad capstone)
  • MKTG572 Marketing research for managers (master)
  • MKTG696 Conceptual foundations for marketing researchers (doctoral)
  • MKTG696 Neurosciences of judgment and decision making (doctoral)

Honors and Awards

  • Dean’s Research Award, Eller College of Management, University of Arizona
  • Research Award, Marketing Science Institute
  • Outstanding Contribution to the Journal of Consumer Psychology Award
  • Consumer Behavior Rising Star Award, American Marketing Association
  • Young Contributor Award, Society for Consumer Psychology
  • M. Wayne Delozier Award, Academy of Marketing Science

Scholarly Talks

University of Washington

Selected Journal Publications

Hüller, Christoph, Martin Reimann, and Caleb Warren (2023), “When financial products become gamified, consumers’ risk preferences change,” Journal of the Association for Consumer Research, forthcoming.

Reimann, Martin, Christoph Hueller, Oliver Schilke, and Karen S. Cook (2022), "Impression management attenuates the effect of ability on trust," Proceedings of the National Academy of Sciences, in press.

Wu, Freeman, Martin Reimann, Pol, Gratiana, and C.W. Park (2022), “The scarcity of beauty: How and why product aesthetics mobilize consumer acquisition effort,” Journal of the Academy of Marketing Science, in press.

Schilke, Oliver, Martin Reimann, and Karen S. Cook (2021), “Trust in social relations,” Annual Review of Sociology47, 239-259.

Reimann, Martin and Shailendra P. Jain (2021), “Maladaptive consumption: Definition, theoretical framework, and research propositions" (special issue editorial), Journal of the Association for Consumer Research, 6 (3), 307-313.

Chang, Sylvia, Shailendra P. Jain, and Martin Reimann (2021), “The roles of standards and discrepancy perfectionism in maladaptive consumption,” Journal of the Association for Consumer Research, 6 (3), 402-413.

Cao, C. Clark and Martin Reimann (2020), “Data triangulation in consumer neuroscience: Integrating functional neuroimaging with behavioral experiments, psychometrics, and meta-analysis,” Frontiers in Psychology, 11, 1-28.

Wiggin, Kyra, Martin Reimann, and Shailendra P. Jain (2019), “Curiosity tempts indulgence,” Journal of Consumer Research, 45 (6), 1194-1212.

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, 25 (2), 162-176.

Warren, Caleb and Martin Reimann (2019), “Crazy-funny-cool theory: Diverging reactions to unusual product designs,” Journal of the Association for Consumer Research, 4 (4), 409-421.

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 Research, 3 (2), 240-254.

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.

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.

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, Antoine Bechara, and Deborah MacInnis (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.

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.

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

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.

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, 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.

Working Papers

Cao, C. Clark, Merrie Brucks, and Martin Reimann, “Coping with control motivation by collecting: The role of structure in systematic acquisition behavior.” 

Velez-Argumedo, Catalina, Martin Reimann, Raquel Castaño, and Shailendra P. Jain, “Is better bigger? Misattributing positive features to big and unhealthy food choices." 

Kim, Pureum, Anastasiya Pocheptsova Ghosh, and Martin Reimann, "Antecedents and consequences of consensus in consumer reviews: An investigation of field and lab data using automated text analysis."

Millemann, Jan Andre, Martin Reimann, Sven Heidenreich, and Christoph Krick, “Painful innovation: When and why innovative products inhibit adoption.”

Reimann, Martin, Hueller Christoph, and Evan L. McLean, "Thinking of pets buffers against psychological pain via perceptions of unconditional love."

Hueller, Christoph and Martin Reimann, "An unhealthy propensity to risk aversion: How consumers gamble on monetary losses but hedge against medical experiences."

Basavaraj, Chinmai, Martin Reimann, and Kobus Bernard, “Predicting consumers’ risk preferences for everyday experiences versus money: A deep-learning approach.”


  • Journal of Experimental Psychology: Applied, Consulting Editor (2020-2022)
  • Journal of the Association for Consumer Research, Special Issue Editor (2019-2021)
  • Frontiers in Psychology, Special Issue Editor (2012-2013)
  • Journal of Neuroscience, Psychology, and Economics, Editor (2007-2010)


  • PhD, Psychology, University of Southern California, 2013
  • MA, Psychology, University of Southern California, 2011
  • Habilitation, Marketing, TU Freiberg, 2009
  • Dr. rer. pol., Marketing, TU Freiberg, 2005
  • Diplom-Kaufmann, HHL, 2003