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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. He holds a PhD in Management and a Master in Cognitive and Decision Sciences.

As a behavioral scientist, Emanuel de Bellis examines the underlying mechanisms that drive our cognition and behavior, combined with his interest in current technological and societal developments. In a series of current 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, as shown by the humanization of autonomous products, and that these products need to be designed in a way which provides meaning to consumers. In addition, he is an expert on mass customization and personalization.

His research has been published in top-tier marketing and interdisciplinary journals, such as the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the Journal of Retailing, and has been awarded with the Rigour & Relevance Research Award. It has been featured in both international (e.g., Forbes, Harvard Business Review) and Swiss media outlets (e.g., Neue Zürcher Zeitung). In 2021, he released “The Machine Age of Customer Insight”, a book on the transformation of customer insights and the growing impact of machine learning.

Emanuel de Bellis is at the forefront of the University’s method training. He teaches method courses at Bachelor, Master, and PhD level, such as the Methods: Empirical Social Research lecture which is mandatory for every business student at the University of St. Gallen. In addition, he leads the University’s Data and Method Consulting team and is Academic Co-Director of the Global School in Empirical Research Methods (GSERM).

Selected Publications

  • Zimmermann, Jenny, Jonas Görgen, Emanuel de Bellis, Reto Hofstetter, and Stefano Puntoni (2023), “Restoring Customer Control over AI: Breaking Down Barriers for Smart Product Adoption,” MIT Sloan Management Review, forthcoming.
  • de Bellis, Emanuel, Gita Venkataramani Johar, and Nicola Poletti (2023), “Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products,” Journal of Marketing, forthcoming.
  • Krause, Franziska, Jonas Görgen, Emanuel de Bellis, Nikolaus Franke, Pia Burghartz, Ilse-Maria Klanner, and Gerald Häubl (2023), “You’re One of a Kind: Leveraging Uniqueness in Mass Customization,” International Journal of Research in Marketing, forthcoming.
  • Hofstetter, Reto, Emanuel de Bellis, Leif Brandes, Melanie Clegg, Cait Lamberton, David Reibstein, Felicia Rohlfsen, Bernd Schmitt, and John Z. Zhang (2022), “Crypto-Marketing: How Non-Fungible Tokens (NFTs) Challenge Traditional Marketing,” Marketing Letters, 33 (4), 705–711.
  • 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, 48, 695–711.
  • de Bellis, Emanuel, and Gita Venkataramani Johar (2020), “Autonomous Shopping Systems: Identifying and Overcoming Barriers to Consumer Adoption,” Journal of Retailing, 96 (1), 74–87.
  • 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, 56 (6), 1050–65.
  • de Bellis, Emanuel, Michael Schulte-Mecklenbeck, Wernher Brucks, Andreas Herrmann, and Ralph Hertwig (2018), “Blind Haste: As Light Decreases, Speeding Increases,” PLOS ONE, 13 (1), 1–14.
  • de Bellis, Emanuel, David E. Sprott, Andreas Herrmann, Hans-Werner Bierhoff, and Elke Rohmann (2016), “The Influence of Trait and State Narcissism on the Uniqueness of Mass-Customized Products,” Journal of Retailing, 92 (2), 162–72.