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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.

Professor Jan Hendrik Schumann is a Principal Investigator in the Cyber<>Co-Creation and Cyber<>Institutions research areas. Here is his contribution:

‘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.’

Together with my colleague Thomas Widjaja, I am taking a closer look at the effects of so-called ‘secondary data use’, which describes the handing over of consumers’ data to by a company to third parties, in the Cyber<>Institutions research area. One the things we are examining is whether this has a detrimental effect on consumers’ data sharing behaviour and what psychological processes are driving this behaviour. Using this as a starting point, we will analyse the influencing factors exacerbating or mitigating this effect to derive policy recommendations for companies, lawmakers and consumer organisations. These factors could for instance be due to a company’s characteristics or its business model.’

Why he participates in Cyber<>Spaces:

‘I am excited at the opportunity to work together and exchange ideas with colleagues from across disciplines, and believe that this will generate important leads and open 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
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