Marketing

Prof. Dr. Stefan Mayer (Tenure-Track-Professor)

Chair of Marketing

Office
Faculty of Economics and Social Sciences
Chair of Marketing
Nauklerstr. 47, 1st floor, room 105
 +49 7071 29-76979
stefan.mayerspam prevention@uni-tuebingen.de

Office Hours
Upon appointment via email.

 

 


Research Interests

  • Product Design, Aesthetics and Visual Presentation
  • Machine Learning, Deep Learning and Image Analytics
  • Processing Fluency, Consumer Judgments and Decision-Making
  • Causal Inference and Mediation Analyses

Selected Awards & Honors

  • AMA-Sheth Doctoral Consortium Fellow 2017
  • Best Paper of the EMAC Research Camp 2016

Short Biography

2019

Since March 2019, Assistant Professor of Marketing Analytics (tenure track), School of Business and Economics, University of Tübingen

2018

Visiting Scholar, Department of Psychology, University of California, San Diego

2017

Doctoral Dissertation on product design and visual aesthetics (summa cum laude)

2012

Doctoral Student and Research Associate, Goethe University, Frankfurt, Department of Marketing (Prof. Dr. Jan Landwehr)

2012

Diploma in Psychology (M.Sc. equivalent), Johannes Gutenberg University, Mainz

2006

Studies of Psychology and Computer Science, Johannes Gutenberg University, Mainz

Selected Publications

Peer-reviewed journals

  • Mayer, S. & Landwehr, J. R. (2018). Quantifying Visual Aesthetics Based on Processing Fluency Theory: Four Algorithmic Measures for Antecedents of Aesthetic Preferences. Psychology of Aesthetics, Creativity, and the Arts, 12(4), 399–431. doi: 10.1037/aca0000187 [open access]
  • Graf, L. K. M., Mayer, S., & Landwehr, J. R. (2018). Measuring Processing Fluency: One versus Five Items. Journal of Consumer Psychology, 28(3), 393–411. doi: 10.1002/jcpy.1021 [open access]
  • Otter, T., Pachali, M. J., Mayer, S., & Landwehr, J. R. (2018). Causal Inference Using Mediation Analysis or Instrumental Variables – Full Mediation in the Absence of Conditional Independence. Marketing ZFP – Journal of Research and Management, 40, 41–57. doi: 10.15358/0344-1369-2018-2-41 [open access]
  • Mayer, S. & Landwehr, J. R. (2018). Objective measures of design typicality. Design Studies, 54, 146–161. doi: 10.1016/j.destud.2017.09.004 

Conference presentations (peer-reviewed)

  • Mayer, S. (2019, May). What is deep learning, and why should I care? European Marketing Academy (EMAC) Conference, Hamburg, DE.
  • Mayer, S. (2019, May). imagefluency: Image Fluency Scores in R. European Marketing Academy (EMAC) Conference, Hamburg, DE.
  • Mayer, S., Landwehr, J. R., Beck, O. (2019, May). The Power of Deep Neural Networks: How Machine Learning can Advance the Forecasting of Product Success Based on Aesthetic Appearance. Theory + Practice in Marketing (TPM) Conference, New York (NY), USA.
  • Mayer, S., Landwehr, J. R., Beck, O. (2018, June). The Power of Deep Neural Networks: How Machine Learning can Advance the Forecasting of Product Success Based on Aesthetic Appearance. INFORMS Marketing Science Conference, Philadelphia (PA), USA.
  • Otter, T., Pachali, M. J., Mayer, S., Landwehr, J. R. (2018, May). Causal Inference Using Mediation Analysis or Instrumental Variables – Full Mediation in the Absence of Conditional Independence. European Marketing Academy (EMAC) Conference, Glasgow, UK.
  • Graf, L. K. M., Mayer, S., & Landwehr, J. R. (2017, May). Multiple Sources and Consequences, Yet Only One Experience? A Systematic Analysis of Processing Fluency Effects. European Marketing Academy (EMAC) Conference, Groningen, NL.
  • Mayer, S. & Landwehr, J. R. (2016, October). Objective measures of design typicality that predict aesthetic liking, fluency, and car sales. Association for Consumer Research (ACR) North America Conference, Berlin, DE.
  • Mayer, S. & Landwehr, J. R. (2016, September). Objective measures of design typicality that predict aesthetic liking, fluency, and car sales. EMAC Junior Faculty & Doctoral Student Research Camp, Vienna, AT.
  • Mayer, S. & Landwehr, J. R. (2016, August). The Toolbox for Quantified Aesthetics: Objective measures of visual antecedents of aesthetics preferences. Conference of the International Association of Empirical Aesthetics (IAEA), Vienna, AT.
  • Mayer, S. & Landwehr, J. R. (2016, June). Measuring design typicality – A comparison of subjective and objective approaches. Design Research Society (DRS) Conference, Brighton, UK.
  • Mayer, S. & Landwehr, J. R. (2016, May). Measuring design typicality – A comparison of subjective and objective approaches. European Marketing Academy (EMAC) Conference, Oslo, NO. [Nominated for the Best Paper Award based on a Doctoral Work]
  • Mayer, S. & Landwehr, J. R. (2015, August). The Measurement of Visual Antecedents of Processing Fluency and Aesthetic Liking. European Conference on Visual Perception (ECVP), Liverpool, UK.
  • Mayer, S. & Landwehr, J. R. (2014, October). When Complexity is Symmetric: The Interplay of Two Core Determinants of Visual Aesthetics. Association for Consumer Research (ACR) North America Conference, Baltimore (MD), USA.

Software