Research focuses

Retailing, Digital Marketing, Marketing Strategy, Advertising Effectiveness

Curriculum vitae

• Since 2022 IFH Endowed Junior Professor of Marketing and Retailing
• 2019 – 2022 Postdoctoral Researcher, University of Cologne, Germany
• 2019 Ph.D. in Marketing, University of Bremen, Germany
• 2013 M.Sc. in Marketing and Channel Management, University of Goettingen, Germany
• 2010 B.Sc. in Business Administration, University of Muenster, Germany

Selected publications

• Scholdra, Thomas P., Julian R.K. Wichmann, Maik Eisenbeiß, and Werner J. Reinartz (2022), “Households under Economic Change: How Micro- and Macroeconomic Conditions Shape Grocery Shopping Behavior”, Journal of Marketing, 86(4), 95-117.

• Becker, Maren, Thomas P. Scholdra, Manuel Berkmann, and Werner J. Reinartz (2022), "The Effect of Content on Zapping in TV Advertising”, Journal of Marketing, forthcoming.