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Professor Jan Hendrik Schumann

Professor Jan Hendrik Schumann

Professor Jan Hendrik Schumann has held the Chair of Marketing and Innovation of the University of Passau since 2012. Since July 2013, he has also worked a director of the Institute of Market and Economic Research. Professor Schumann has worked as a visiting academic at Boston College, Thunderbird School of Global Management, Glendale, USA and at City University of Hong Kong. He is a member of the editorial reviewer board of the Journal of Service Research, the Journal of Business Research and the Thunderbird International Business Review; moreover he is a member of the German Academic Association for Business Research and the American Marketing Association.

Professor Jan Hendrik Schumann has held the Chair of Marketing and Innovation of the University of Passau since 2012. Since July 2013, he has also worked a director of the Institute of Market and Economic Research. Professor Schumann has worked as a visiting academic at Boston College, Thunderbird School of Global Management, Glendale, USA and at City University of Hong Kong. He is a member of the editorial reviewer board of the Journal of Service Research, the Journal of Business Research and the Thunderbird International Business Review; moreover he is a member of the German Academic Association for Business Research and the American Marketing Association.

‘New, mostly data-based business models are increasingly tearing down the boundaries between consumers and businesses, thus engendering new forms of exchange relationships. While these types of complex added-value networks have an ever-growing economic importance, relatively little research has been done on consumers’ behaviour and experiences with these new business models. Research questions include the effects of so-called ‘secondary data use’, which describes the handing over of consumers’ data to by a company to third parties. Does this have a detrimental effect on consumers’ data-sharing behaviour and what psychological processes are driving this behaviour? The influencing factors exacerbating or mitigating this effect could be used to derive policy recommendations for companies, lawmakers and consumer organisations. To exchange ideas with colleages from across disciplines generates important leads and opens up new perspectives with which to tackle my research topic.’

Related research

Professor Schumann contributes his expertise on digital value added to Cyber<>Spaces:

  • Schumann, J. H., v. Wangenheim, F., & Groene, N. 2014. Targeted Online Advertising: Using Reciprocity Appeals to Increase Acceptance Among Users of Free Web Services. Journal of Marketing, 78(1): 59–75.
  • Anderl, E. M., Becker, I., v. Wangenheim, F. & Schumann, J. H. 2016. Mapping the customer journey: Lessons learned from graph-based online attribution modeling. International Journal of Research in Marketing, 33(3): 457–474.
  • Hüttel, B., Schumann, J. H., Mende, M., Scott, M., & Wagner, C. (2018): How Consumers Assess Free E-Services: The Role of Benefit-Inflation and Cost-Deflation Effects. Journal of Service Research, 21(3), 267-283

    More on Professor Jan Hendrik Schumann’s research

Research Stories

Professor Schumann about free digital services

Professor Jan Hendrik Schumann’s Chair for Marketing and Innovation has researched the success of free digital services in the publication ‘How Consumers Assess Free E-Services: The Role of Benefit-Inflation and Cost-Deflation Effects’.

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