Martin Reimann

Associate Professor of Marketing

Martin Reimann

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

Areas of Expertise

  • Experience theory
  • Close relationships
  • Product design
  • Affect
  • Neurophysiological explanations of consumer behavior
  • Data triangulation and response accuracy


PhD, Psychology (Brain & Cognition), University of Southern California

MA, Psychology (Brain & Cognition), University of Southern California

Habilitation, Marketing, TU Freiberg

PhD (Dr. rer. pol.), Marketing, TU Freiberg

MSc (Dipl.-Kfm.), Management, HHL

Martin Reimann is an associate professor of marketing at the UA Eller College of Management, with a courtesy appointment as an associate professor of cognitive science in the UA Cognitive Science Graduate Interdisciplinary Program. He currently serves as Eller Faculty Senator.

Reimann holds a PhD in Psychology (Brain & Cognition) from the University of Southern California as well as a Habilitation in Marketing from TU Freiberg (Germany). Prior to joining Eller, he was a postdoctoral fellow at Stanford University and a 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 Proceedings of the National Academy of Sciences, Annual Reviews, Journal of Experimental Psychology: General, Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology, among other outlets. His work has been honored by several awards, including the Society for Consumer Research’s Young Contributor Award and the American Marketing Association’s M. Wayne Delozier 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, marketing strategy, 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.


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

Working Papers

  • Limon-Calisan, Yonca, Alberto Lopez, Ulrich R. Orth, and Martin Reimann, “Social media influencers: How temporal mode of exposure and face–brand match affect consumers.”
  • Pol, Gratiana, Freeman Wu, Martin Reimann, and C.W. Park, “Going the extra mile for beauty: How and why product aesthetics mobilizes consumer purchase effort.”
  • Catalina Velez-Argumedo, Martin Reimann, and Raquel Castaño, “Is better bigger? Misattributing positive features to indulgent choices." 
  • Basavaray, Chinmai, Martin Reimann, and Kobus Bernard, “Predicting consumers’ risk preferences from physiological videos: A deep-learning approach.”
  • Millemann, Jan Andre, Martin Reimann, Sven Heidenreich, and Christoph Krick, “Painful innovation: When and why innovating products inhibit adoption.”
  • Cao, C. Clark, Merrie Brucks, and Martin Reimann, “Desire for control motivates systematic acquisition behavior in collecting.” 
  • Lopez, Alberto, Martin Reimann, and Raquel Castaño, “When and why metaphors affect consumer–brand relationships.”

Recent and Forthcoming Journal Articles

  • Jain, Shailendra P. and Martin Reimann (2021), “Maladaptive consumption,” Journal of the Association of Consumer Research, forthcoming.
  • Schilke, Oliver, Martin Reimann, and Karen S. Cook (2021), “Trust in social relations,” Annual Reviews in Sociology, forthcoming.
  • Chang, Sylvia, Shailendra P. Jain, and Martin Reimann (2021), “The roles of standards and discrepancy perfectionism,” Journal of the Association for Consumer Research, forthcoming.
  • 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
  • Warren, Caleb and Martin Reimann (2019), “Crazy-funny-cool theory: Diverging reactions to unusual product designs, Journal of the Association of Consumer Research, 4 (4), 409-421.
  • 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.
  • Wiggin, Kyra, Martin Reimann, and Shailendra P. Jain (2019), “Curiosity tempts indulgence,” Journal of Consumer Research, 45 (6), 1194-1212.
  • 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 (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 Economics, 11 (1), 45-56.
  • 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.
  • 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.


Professional Affiliations

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


  • Journal of Neuroscience, Psychology, and Economics, Editor
  • Journal of the Association for Consumer Research, Special Issue Editor
  • Frontiers in Psychology, Special Issue Editor
  • Journal of Experimental Psychology: Applied, Editorial Board