Martin Reimann

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

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

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Areas of Expertise

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

Martin Reimann is an associate professor of marketing at the Eller College of Management and holds concurrent positions in the Department of Psychology, the College of Veterinary Medicine, and the Cognitive Science Graduate Interdisciplinary Program. His research utilizes functional neuroimaging, behavioral experiments, and machine-learning methods to explore the emotional and motivational aspects of consumer behavior, including the acquisition of aesthetic goods and beloved brands, as well as the dynamics of social relationships with other individuals, products, pets, and AIs.

He holds two United States Patents and has authored over 40 peer-reviewed articles in respected journals in the fields of marketing, psychology, and general science, including Annual Review, the Journal of Consumer Psychology, the Journal of Consumer Research, Journal of Experimental Psychology: Applied, the Journal of Experimental Psychology: General, the Journal of Marketing Research, and the Proceedings of the National Academy of Sciences. His work has been recognized and supported by grants from various organizations, including DARPA, Google, the Marketing Science Institute, the National Endowment for the Art, and the National Science Foundation.

Martin Reimann’s research has gained attention in the media, with features in publications like Scientific American and Fast Company and on networks such as NPR and the BBC. He has received accolades such as the American Marketing Association’s Rising Star Award, the Society for Consumer Research’s Young Contributor Award, and the Society for Personality and Social Psychology’s International Social Cognition Best Paper of the Year Award. 

With a Ph.D. in psychology from the University of Southern California and advanced degrees in marketing from TU Freiberg and HHL in Germany, Martin brings a diverse educational background to his role. Before joining Eller, he gained experience at Stanford University and Otto von Guericke University Magdeburg, among other institutions.

In addition to his academic work, Martin Reimann is actively involved in various academic initiatives, including the Association for Consumer Research, the Arizona Think Tank for Behavioral Decision Making, and OpenVOXEL. He also teaches courses ranging from the undergraduate to the PhD level. Before his academic career, he worked in the chemical, automotive, and consumer goods industries.


  • MKTG471 Marketing policies and operations (undergrad capstone)
  • MKTG499 Behavioral lab internship (undergraduate)
  • MKTG499 Computational marketing for art and design (undergraduate) 
  • MKTG572 Marketing research for managers (master)
  • MKTG696 Conceptual foundations for marketing researchers (doctoral)
  • MKTG696 Neurosciences of judgment and decision making (doctoral)
  • MKTG699 Consumer neuroscience challenge (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

Cao, C. Clark, Merrie Brucks, and Martin Reimann (2024), “Seeking structure in collections: Desire for control motivates engagement in collecting,” Journal of Consumer Research, conditionally accepted.

Fomas Do, Sydni, Martin Reimann, Alberto López, and Raquel Castaño (2024), “When narratives are written in metaphoric terms, can they weaken self–brand connections?,” Journal of the Association for Consumer Research, 9 (1), in press.

Hutchinson, John Wesley, Martin Reimann, Brian Knutson, and Joel Huber (2024), “Commentaries on “Reconsidering the path for neural and psychological methods in consumer psychology,” Journal of Consumer Psychology, forthcoming.

Hüller, Christoph, Martin Reimann, and Caleb Warren (2023), “When financial products become gamified, consumers’ risk preferences change,” Journal of the Association for Consumer Research, 8 (4), 429-440.

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, 119 (30), e2118548119.

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.

Schilke, Oliver, Martin Reimann, and Karen S. Cook (2021), “Trust in social relations,” Annual Review of Sociology, 47, 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

Hüller, Christoph, Martin Reimann, and Evan McLean, “Thinking of pets buffers against psychological pain via perceptions of unconditional love.”

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

Wu, Freeman and Martin Reimann, “Feeling accomplished with beauty but arrogant with luxury: Understanding how aesthetic versus luxury ownership shapes the experience of pride.”

Millemann, Jan Andre and Martin Reimann, “The pain in behavioral innovations: A multi-method investigation into when and why new products fail.”

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.” 


  • 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
  • MA, Psychology, University of Southern California
  • Habilitation, Marketing, TU Freiberg
  • Dr. rer. pol., Marketing, TU Freiberg
  • Diplom-Kaufmann, HHL