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
  • Emotion & Motivation
  • Aesthetics in product design
  • Neurophysiological explanations of consumer behavior
  • Data triangulation and response accuracy


PhD, Psychology, University of Southern California, 2013

MA, Psychology, University of Southern California, 2011

Habilitation, Marketing, TU Freiberg, 2009

PhD, Marketing (Dr. rer. pol.), TU Freiberg, 2005

MSc, Management (Dipl.-Kfm.), HHL, 2003

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. He currently serves as Eller Faculty Senator.

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 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 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)

Working Papers

  • Cao, C. Clark, Merrie Brucks, and Martin Reimann, “Coping with control motivation by collecting: The role of structure in systematic acquisition behavior.” 
  • Catalina Velez-Argumedo, Martin Reimann, and Raquel Castaño, “Is better bigger? Misattributing positive features to indulgent choices." 
  • Kim, Pureum, Anastasiya Pocheptsova Ghosh, and Martin Reimann, "Confidence in online reviews for experiential versus material purchases."
  • Basavaray, Chinmai, Martin Reimann, and Kobus Bernard, “Predicting consumers’ risk preferences from the memories of their product experiences: A deep-learning approach.”
  • Millemann, Jan Andre, Martin Reimann, Sven Heidenreich, and Christoph Krick, “Painful innovation: When and why innovative products inhibit adoption.”
  • Lopez, Alberto, Martin Reimann, and Raquel Castaño, “When and why metaphors affect consumer–brand relationships.”
  • Limon-Calisan, Yonca, Jan Millemann, Alberto Lopez, Ulrich R. Orth, and Martin Reimann, “Social media influencers: How temporal mode of exposure and face–brand match affect consumers.”
  • Reimann, Martin and Christoph Hueller, "An unhealthy propensity to risk aversion: How consumers gamble on monetary losses but hedge against medical experiences."
  • Reimann, Martin, Christoph Hueller, Oliver Schilke, and Karen S. Cook, "Impression management attenuates the effect of ability on trust."
  • Reimann, Martin, Jamie Boehmer, and Evan L. McLean, "Thinking of pets buffers against psychological pain via perceptions of unconditional love."


  • 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 (2022), "The sociology of trust in social relations," invited contribution to Roger Mayer and Barbara Mayer (eds.), A Research Agenda for Trust: Interdisciplinary Perspectives, Edward Elgar.
  • Schilke, Oliver, Martin Reimann, and Karen S. Cook (2021), “Trust in social relations,” Annual Reviews in Sociology, in press.
  • Jain, Shailendra P. and Martin Reimann (2021), “Maladaptive consumption: Definition, theoretical framework, and research propositions,” special issue editorial, Journal of the Association of Consumer Research, 6 (3), 307-313.
  • Chang, Sylvia, Shailendra P. Jain, and Martin Reimann (2021), “The roles of standards and discrepancy perfectionism,” Journal of the Association for Consumer Research, 6 (3), 307-313.
  • 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,” contribution to the 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,” contribution to the 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,” contribution to the Proceedings of the National Academy of Sciences, 110 (38), 15236-15241.
  • Kemper, Jan, Oliver Schilke, Martin Reimann, Xuyi Wang, and Malte Brettel (2013), “Competition-motivated corporate social responsibility: When corporate social responsibility increases the effect of marketing on firm performance,” Journal of Business Research, 66 (10), 1954-1963.
  • 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. *Alphabetical authorship
  • 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, Raquel Castaño, Judith L. Zaichkowsky, and Antoine Bechara (2012), “How we relate to brands: Psychological and neurophysiological insights into consumer-brand relationships,” special issue contribution to the 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 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 and 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,” special issue contribution to the 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.
  • Schilke, Oliver, Martin Reimann, and Jacquelyn Thomas (2009), “When does standardization of international marketing strategy matter to firm performance?,” Journal of International Marketing, 17 (4), 24-46.
  • Reimann, Martin, Ulrich Lünemann, and Richard B. Chase (2008), “Uncertainty avoidance as a moderator of the relationship between perceived service quality and customer satisfaction,” Journal of Service Research, 11 (1), 63-73.


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