Stefan Hock

Education/Professional Certification

• PhD, Virginia Tech Diplom-Kaufmann, Ludwig Maximilian University of Munich (Germany)

Areas of Expertise

• Consumer Decision-Making
• Marketing Strategy

Marketing professor Stefan Hock’s research focuses on two primary areas: (1) consumer decision-making and (2) marketing strategy. With regards to (1) he is particularly interested in how contextual factors affect various aspects of consumers’ daily decision-making. With regards to (2) he is particular interested in how firms can react to minimize the financial harm caused by negative events.

His research has been published in the Journal of Consumer Research, Management Science, Strategic Management Journal, Marketing Letters, and Journal of Business Research.

Dr. Hock has taught consumer behavior and principles of marketing in the undergraduate program, and marketing management in the Executive MBA program. Prior to completing his PhD, he worked as an accountant for Deloitte in Munich (Germany) and a strategy consultant for Aon Hewitt in Chicago.

Featured Publications

• Mafael, Alexander, Sascha Raithel, and Stefan J. Hock, “Managing customer satisfaction after a product recall: the joint role of remedy, brand equity, and severity,” forthcoming at Journal of the Academy of Marketing Science.
• Raithel, Sascha, Alexander Mafael, and Stefan J. Hock, “The effects of brand equity and failure severity on remedy choice after a product recall,” forthcoming at Journal of Product & Brand Management.
• Raithel, Sascha and Stefan J. Hock (2021), “The crisis-response match: an empirical investigation,” Strategic Management Journal, 42 (1), 170-84.
• Hock, Stefan J., Rajesh Bagchi, and Thomas M. Anderson (2020), “Promotional games increase consumer conversion rates and spending,” Journal of Consumer Research, 47 (1), 79-99.
• Hock, Stefan J. and Sascha Raithel (2020), “Managing negative celebrity endorser publicity: how announcements of firm (non)responses impact stock returns, Management Science, 66 (3), 1473-95.
• Zhu, Meng, Rajesh Bagchi, and Stefan J. Hock (2019), “The mere deadline effect: why more time might sabotage goal pursuit,” Journal of Consumer Research, 45 (5), 1068-84.
• Hock, Stefan J. and Rajesh Bagchi (2018), “The impact of crowding on calorie consumption,” Journal of Consumer Research, 44 (5), 1123-40.
• Raithel, Sascha, Charles R. Taylor, and Stefan J. Hock (2016), “Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects,” Journal of Business Research, 69 (9), 3788-94.
• Weaver, Kimberlee, Stefan J. Hock, and Stephen M. Garcia (2016), “Top 10 reasons: when adding persuasive arguments reduces persuasion,” Marketing Letters, 27, 27-38.