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Emanuel de Bellis, Ph.D.


Emanuel de Bellis is Associate Professor of Empirical Research Methods and Director of the Institute of Behavioral Science and Technology (IBT). Before joining the University of St.Gallen in 2021, he was an Assistant Professor at HEC Lausanne and spent visits at Columbia Business School and the University of British Columbia. Emanuel de Bellis holds a PhD in Management and a Master in Cognitive and Decision Sciences. He currently spends a sabbatical at Rotterdam School of Management in the Netherlands.

As a behavioral scientist, Emanuel de Bellis examines the underlying mechanisms that drive our behavior, combined with his interest in current technological and societal developments. In a series of research projects, he seeks to improve the understanding of how consumers perceive and use new technologies, including barriers to their consumer adoption. His findings show, for example, that the relationship between humans and technology is changing fundamentally and that these products need to be designed in a way which provides meaning to consumers. Next to his research on automation, his areas of expertise include mass customization as well as crypto-marketing and NFTs.

His research has been published in the three top-tier behavioral marketing journals: the Journal of Consumer Research, the Journal of Marketing, and the Journal of Marketing Research. It has been awarded with the Rigour & Relevance Research Award and has been featured in both international and Swiss media outlets (e.g., Forbes, Harvard Business Review, MIT Sloan Management Review, Neue Zürcher Zeitung).

Emanuel de Bellis is at the forefront of the University’s method training. He teaches method courses at the Bachelor, Master, PhD, and executive level, including the introductory Empirical Social Research lecture. In terms of service, he is Academic Co-Director of the Global School in Empirical Research Methods, the University’s Academic Head of Plagiarism Office, and the University’s representative at the Federal Commission for Scholarships for Foreign Students. He also leads the University’s Data and Method Consulting team.

Selected Publications

  • Clegg, Melanie, Reto Hofstetter, Emanuel de Bellis, and Bernd Schmitt (2024), “Unveiling the Mind of the Machine,” Journal of Consumer Research.
  • de Bellis, Emanuel, Gita V. Johar, and Nicola Poletti (2023), “Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products,” Journal of Marketing.
  • Krause, Franziska, Jonas Görgen, Emanuel de Bellis, Nikolaus Franke, Pia Burghartz, Ilse-Maria Klanner, and Gerald Häubl (2023), “One-of-a-Kind Products: Leveraging Strict Uniqueness in Mass Customization,” International Journal of Research in Marketing.
  • Zimmermann, Jenny, Jonas Görgen, Emanuel de Bellis, Reto Hofstetter, and Stefano Puntoni (2023), “Smart Product Breakthroughs Depend on Customer Control,” MIT Sloan Management Review.
  • Hofstetter, Reto, Emanuel de Bellis, Leif Brandes, Melanie Clegg, Cait Lamberton, et al. (2022), “Crypto-Marketing: How Non-Fungible Tokens (NFTs) Challenge Traditional Marketing,” Marketing Letters.
  • Whillans, Ashley, Emanuel de Bellis, Fabian Nindl, and Tobias Schlager (2020), “Robots Save Us Time—But Do They Make Us Happier?” Harvard Business Review.
  • Schlager, Tobias, Emanuel de Bellis, and JoAndrea Hoegg (2020), “How and When Weather Boosts Consumer Product Valuation,” Journal of the Academy of Marketing Science.
  • de Bellis, Emanuel and Gita V. Johar (2020), “Autonomous Shopping Systems: Identifying and Overcoming Barriers to Consumer Adoption,” Journal of Retailing.
  • de Bellis, Emanuel, Christian Hildebrand, Kenichi Ito, Andreas Herrmann, and Bernd Schmitt (2019), “Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing,” Journal of Marketing Research.

A full list of publications is available on Google Scholar.