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Professor Jan 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

The main focuses of Prof. Schumann’s research are online marketing, the management of customer relationships and service pricing. His research papers have been accepted for publication by leading international journals, such as the Journal of Marketing, the International Journal of Research in Marketing, the Journal of Retailing, the Journal of Service Research and the Journal of Business Venturing. Furthermore, his research papers have repeatedly received commendations, for example as a finalist for the Journal of Service Research Best Article Award in 2010 and 2019, as a finalist for the Best IJRM Paper in 2016 and with the Rigor and Relevance Award 2017 from the Swiss Academy of Marketing Science. In 2012, he also received a grant from the Wharton Customer Analytics Initiative. In 2019, Prof. Schumann won AMA SERVSIG’s prestigious Emerging Service Scholar Award.

  • 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

Examples for projects

Research Stories

Distinguished keynote series on 'Digital Platform Ecosystems' at the University of Passau

In the distinguished keynote series 'Digital Platform Ecosystems (DPE)', internationally outstanding researchers have presented their latest findings.

Wirtschaftsinformatiker Philipp Sleziona und Marketingforscherin Alina Grüner; Foto: Studio Weichselbaumer

Affective reactions—or gut feelings—play a key role in consumer decision-making. Researchers at the University of Passau are seeking to understand this process better and help consumers make better decisions. By Kathrin Haimerl

Professor Jan Schumann

'Well-known for presenting her research in a very accessible way': Professor Jan Schumann welcoming Professor Kelly Martin from Colorado State University College of Business.

Dr. Sebastian Schubach

Study on Google search ads: The young Passau researcher Dr. Sebastian Schubach is the only German to have made it into the top flight in the most important Europe-wide competition for the best PHD theses on marketing.

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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