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Text Content

About
Research
Teaching
Insights
Speaking
Contact
About
Research
Teaching
Insights
Speaking
Contact
About
Research
Teaching
Insights
Speaking
Contact
 


“ONE OF THE BEST RECOGNIZED EXPERTS STUDYING HIGH-TECHNOLOGY CONSUMER BEHAVIOR”

— Wired Magazine

Read more

 

SOURCE: HELP FOR THE SCHOOL YEAR FROM GOOGLE

.


WHAT I DO


RESEARCH

I research how markets dynamically shape human behavior, often in the context of
new technologies.

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INSIGHTS

I generate relevant research and practical insights and share them with
marketing managers and policy makers.

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TEACHING

I teach marketing topics, including a popular MBA elective course called
“Customer Experience Design.”

 

Photo: McKenzie James

 


ABOUT MARKUS

 
 
 
Markus Giesler · What is an Experience?
 

I am a consumer researcher and Professor of Marketing at the Schulich School of
Business (York University, land acknowledgement). My research examines how
markets dynamically shape human behavior, often in the context of new
technologies. 

My work has been published in top-tier academic journals such as the Journal of
Consumer Research and the Journal of Marketing and received extensive coverage
in media outlets such as The New York Times, Wired, Bloomberg Businessweek, and
Time Magazine.  

I am an Editor at the Journal of Consumer Research (2021-2024), ERB member at
the Journal of Consumer Psychology, Consumption, Markets and Culture, and
Marketing Letters, and previously Associate Editor at the Journal of Marketing
and Area Editor at the Journal of the Academy of Marketing Science.

I have been named an MSI Scholar by the Marketing Science Institute, “one of the
best recognized experts studying high-technology consumer behavior” by Wired,
and a "40 under 40" professor by Poets & Quants. 

At Schulich, I teach marketing topics including a popular MBA course called
Customer Experience Design. I work with companies on practical research and
engage in executive training and advisory. I have been a visiting scholar at the
Kellogg School and at Stockholm University.





FREQUENTLY ASKED


CAN I BE YOUR PHD STUDENT/POSTDOC?

In my department, faculty members select PhD students and postdocs jointly. Find
out how to apply here.

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WHAT CCT PAPERS SHOULD I READ?

Together with Zeynep Arsel and Ashlee Humphreys, I have created a collection of
JCR papers that you can find here.

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CAN YOU RECOMMEND BOOKS/GEAR?

You can find many of my favorite books on this reading list. For some of my
favorite gear, visit my kit.co collection.

 



CONSUMERS AND ARTIFICIAL INTELLIGENCE

 

The Consumer AI Experience (Puntoni, Reczek, Giesler, and Botti 2021), Winner of
the 2022 American Marketing Association TechSIG Lazaridis Prize

 


01. AN EXPERIENTIAL PERSPECTIVE

Our Journal of Marketing study with Stefano Puntoni, Rebecca Walker Reczek, and
Simona Botti.


02. DESIGNING NON-CREEPY AI

Some of the deep anxieties that consumers experience around AI and how firms can
assuage them.


03. INTERNET OF THINGS MYTHOLOGY

A discussion on how mythology shapes consumer perceptions of the Internet of
Things.


More AI Insights

 

Consumers and Artificial Intelligence: An Experiential Perspective

Moralistic Governance Regimes and Consumer Subjectivity

Creating a Consumable Past: How Memory Making Shapes Marketization

Get Altmetric badges here.

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Puntoni, Stefano, Rebecca Reczek Walker, Markus Giesler, and Simona Botti
(2021), “Consumers and Artificial Intelligence: An Experiential Perspective,”
Journal of Marketing, 85 (1), 131–51.

Wertenbroch Klaus, Rom Schrift, Joe Alba, Alixandra Barasch, Amit Bhattacharjee,
Markus Giesler, Zwebner Y., Sandra Matz, Donald Lehmann, Gideon Nave, Stefano
Puntoni, Jeffrey Parker, Yan Zheng, Joshua Knobe (2020), “Autonomy in Consumer
Choice,” Marketing Letters, 31, 429–439.

Giesler, Markus and Eileen Fischer (2018), “IoT Stories: The Good, the Bad and
the Freaky,” GfK Marketing Intelligence Review, 10 (2), 25-30.

Veresiu, Ela and Markus Giesler (2018), “Beyond Acculturation: Multiculturalism
and The Institutional Shaping of an Ethnic Consumer Subject,” Journal of
Consumer Research, 45 (October), 553-570.

Brunk, Katja H., Markus Giesler, and Benjamin J. Hartmann (2018), “Creating a
Consumable Past: How Memory Making Shapes Marketization,” Journal of Consumer
Research, 44 (April), 1325-1342.

Giesler, Markus and Craig J. Thompson (2016), “Process Theorization in Consumer
Culture Research,” Journal of Consumer Research, 43 (December), 497-508.

Giesler, Markus and Eileen Fischer (2016), “Market System Dynamics,” Marketing
Theory, 17(1) 3–8.

Giesler, Markus and Ela Veresiu (2014), “Creating the Responsible Consumer:
Moralistic Governance Regimes and Consumer Subjectivity,” Journal of Consumer
Research, 41 (October), 840-857.

Thompson, Craig J., Eric J. Arnould, and Markus Giesler (2013), “Discursivity,
Difference, and Disruption: Genealogical Reflections on the CCT Heteroglossia,”
Marketing Theory, 13 (June), 149-174.

Giesler, Markus (2012), “How Doppelgänger Brand Images Influence the Market
Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic,”
Journal of Marketing, 76 (November), 55-68.

Luedicke, Marius K., Craig J. Thompson and Markus Giesler (2010), "Consumer
Identity Work as Moral Protagonism: How Myth and Ideology Animate a
Brand-Mediated Moral Conflict," Journal of Consumer Research, 36 (April),
1016-1032.

Giesler, Markus (2008), “Conflict and Compromise: Drama in Marketplace
Evolution,” Journal of Consumer Research, 34 (April), 739-753.

Giesler, Markus (2006), “Consumer Gift Systems,” Journal of Consumer Research,
33 (September), 283-290.

 

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Google Scholar

Doctoral students


SPEAKING

Top 10 Innovation Keynote Speakers (Lavin)

Connecting to Today's Consumers (Lavin)

 


TOPICS

I regularly speak about marketing and consumers, consumer culture, brands,
innovation, and artificial intelligence.

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CLIENT VOICES

“Markus was a guest and speaker at the Fireside Conference two years ago and was
both incredible and inspiring.”

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SPEAKING INQUIRIES

If you are interested in having me speak at your event, please visit my profile
at The Lavin Agency or email Charles Yao.


RECENT MEDIA





How media buyers are reacting to Facebook’s drama: ‘spread your risks and ad
dollars’



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A year of exhaustion has weakened consumers’ resolve to make ethical buying
choices



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Battle of the Dollar Store Giants



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Canada Goose Store Has Snow, Fake Ice and No Inventory



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More highlights


DESIGNING CUSTOMER EXPERIENCES

 


THE COURSE

I have created a popular MBA course at Schulich that explores the key elements
of effective customer experience design.

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SESSION GUESTS

The course has paid host to a variety of industry and thought leaders in
customer experience design.

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STUDENT VOICES

“Dr.Giesler is consistently an outstanding professor who goes above and beyond
for his students.”

 

ZOOM OVERLAYS: ECAMM LIVE (AFFILIATE LINK).

.


ON WORKING WITH ECAMM, WATCH THIS VIDEO.

.


CONSUMER INSIGHTS

What are the hidden meanings behind “smart” tech markets?

Managing IoT Experiences: The Power of Storytelling

Trust me…I’m Amazon! How tech companies conquer our homes

More Insights


CONTACT ME



MORE PHOTOS HERE.

.
 

For media inquiries, please use this form. I can speak about marketing topics in
English, French, and German.

Name *
Company *
Email *
Message *


Thank you for your message! Expect to hear back from us shortly.



© 2020 Markus Giesler | Disclaimer | drgiesler

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Copyright © 2022 Markus Giesler. Land acknowledgement.