Martin Reimann

Associate Professor of Marketing

Associate Professor of Cognitive Science (by courtesy)

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 holds a PhD in Psychology 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 W3 professor of marketing at Otto von Guericke University Magdeburg (Germany). He applies functional neuroimaging, behavioral experiments and quantitative approaches to investigating how and why people consume product experiences and 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. His work has been published in the Proceedings of the National Academy of Sciences (PNAS), the Journal of Experimental Psychology: General, the Journal of Consumer Research, the Journal of Marketing Research and the Journal of Consumer Psychology. Prior to academia, Martin has worked for different companies in the chemical, automotive and consumer goods industries.


  • MKTG696 Theory I: The philosophy of science (doctoral)
  • MKTG696 The neurosciences of judgment and decision making (doctoral)
  • MKTG572 Marketing research (master)
  • MKTG471 Marketing policies and operations (undergrad capstone)

Working Papers

  • Cao, C. Clark and Martin Reimann, “Data triangulation in consumer neuroscience research:  Integrating functional neuroimaging with behavioral experiments, psychometrics, and meta-analysis.”
  • Basavaray, Chinmai, Martin Reimann, Kobus Bernard, and Michael I. Norton, “Predicting experiential choice from hippocampus activation: Comparing deep-learning approaches.”
  • Catalina Valez, Martin Reimann, and Raquel Castaño, “Is better bigger? Misattributing positive features to indulgent choices." 
  • Pol, Gratiana, Freeman Wu, Martin Reimann, and C.W. Park, “The motivational power of beauty: How visually attractive products drive behavioral effort in consumers.
  • Lopez, Alberto, Martin Reimann, and Raquel Castaño, “When and why metaphors affect consumer–brand relationships”
  • Cao, C. Clark, Merrie Brucks, and Martin Reimann, “Desire for control motivates systematic acquisition behavior in collecting.” 
  • Limon-Calisan, Yonca, Martin Reimann, Ulrich R. Orth, and Alberto Lopez, “How influencers can alter our intensions.”

Recent and Forthcoming Journal Articles

  • 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 (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, 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, 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, invited, 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, contributed, 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.
  • 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, invited, 113 (11), E1418.
  • 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, contributed, 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.

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

  • Editor:
    • 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