Dr Martin Krengel

Curriculum vitae

• Born in 1980 in Lauchhammer (Lusatia)

• Degree in economics at the Universities of Witten/Herdecke and St.Gallen; specialising in marketing & strategy, media economics, new institutional economics: Marketing & Strategy, Media Economics, New Institutional Economics

• Master's degree in Social and Cultural Psychology at the London School of Economics

• Internships at BCG and T-Mobile International (Brand Strategy & Development section), among others

• Participation in the L'Oréal Marketing Award 2004 (2nd place Germany)

• 2013: Doctorate (Dr rer. oec.) at the Chair of Marketing at the University of Wuppertal.

Publications

• "The mere categorisation effect for complex products: The moderating role of expertise and affect", in: Journal of Business Research, 2013, Vol. 66, Issue 7, pp. 924-932. (together with T. Langner)

• "Reducing Choice Conflict for Complex Products through Categorisation", in: Advances in Advertising Research (Vol. III): Current Insights and Future Trends, Springer Gabler, 2012, Wiesbaden, pp. 43-54. (together with T. Langner)

• "How to Structure Complex Choice Sets: The Moderating Role of Affect", in: Proceedings of the 10th ICORIA, 2011, Berlin, Germany. (together with T. Langner)

• "The mere categorization effect for complex products: The moderating role of affect and expertise on the effectiveness of assortment categorization", in: Proceedings of the La Londe Conference on Marketing Communications and Consumer Behavior, 2011, La Londe, France. (together with T. Langner)

• "How to Present High Involvement Assortments: The Impact of Categorisation on Decision Making for High Involvement Products", in: Proceedings of the 9th ICORIA, 2010, Madrid, Spain. (together with T. Langner)