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Junior Professor of Marketing Management at HHL Leipzig Graduate School of Management
I am a Junior Professor of Marketing Management at HHL Leipzig Graduate School of Management. I obtained my PhD degree at Goethe University Frankfurt.
In my research, I develop and apply advanced quantitative methods to study consumer decision-making processes, model consumer choice, and elicit consumer preferences to support the innovation process and help businesses optimize their offerings. I use Bayesian techniques to uncover consumer heterogeneity and understand differences in preferences and responses to marketing activities. I am also deeply interested in the potential of high-dimensional unstructured data for marketing research.
Research Interests:
Consumer Choice, Choice/Marketing Modeling, Bayesian Methods and Applications in Marketing, Models of Consumer Heterogeneity, Demand Estimation, Menu-Based Choice and Product Configurators, Targeting, Customer Base Analysis, Unstructured Data.
Research
Research
Publications
Exact MCMC for Choices from Menus - Measuring Substitution and Complementarity among Menu Items
with Thomas Otter, Sanjog Misra, and Christian Neuerburg, 2020
Marketing Science Vol. 39(2), pp. 427-447
Book Chapters
Implications of Linear Versus Dummy Coding for Pooling of Information in Hierarchical Models
with Thomas Otter, 2012
Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt (eds): Quantitative Marketing and Marketing Management, Wiesbaden: Springer Gabler, pp. 171-190
Working Papers
Lay and Professional Advisors: Exploring heterogeneity in financial advice
with Matthias Rumpf, Michalis Haliassos and Thomas Otter, 2025
with Max Pachali, Adam Smith, and Thomas Otter, 2023
Implications from Ignoring the Budget Constraint in Menu Based Choice
with Thomas Otter, 2019
Willingness to Respond and Incentive Alignment in Choice Experiments: Modeling Endogenous Dropouts
with Felix Eggers and Thomas Otter, 2019
A Cross-Validity Comparison of Likelihood Methods for Distributions with Intractable Normalizing Constants
single author, 2019
Work in Progress
Utilizing High Dimensional Bank Transaction Data to Improve Customer Targeting
with Florian Ellsaesser, Sebastian Gabel, and Aurelie Lemmens
Modeling demand for configured durables when financing options are available
with Arash Laghaie and Thomas Otter
Fluency of information processing in choice experiments: Depletion in choice in the context of use of unstructured data
with Siham El Kihal
Teaching
Teaching
Coding & Data Literacy
MSc, HHL Leipzig Graduate School of Management
Big Data Analytics
MBA Elective, HHL Leipzig Graduate School of Management
Marketing Management
UG Core, Frankfurt School of Finance & Management
Marketing Engineering
UG Elective, Tutorials Instructor and Teaching Assistant, Goethe University Frankfurt
Market Research
UG Elective, Teaching Assistant, Goethe University Frankfurt
Brand Management
UG Elective, Teaching Assistant, Goethe University Frankfurt
CV and Contact
CV and Contact
HHL Leipzig Graduate School of Management
Jahnallee 59
04109 Leipzig, Germany
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