Dear visitor, 

Welcome to my webpage. I am Johannes Boegershausen, an Assistant Professor of Marketing at the Rotterdam School of Management, Erasmus University in the Netherlands.
I am curious about understanding how polarized sentiments such as brand hatred affect consumer perceptions and preferences. In addition, I examine marketplace morality from a social cognitive perspective. The goal of my research is to explore how and why certain cues in the marketplace lead us to perceive others such as employees or other consumers differently and prompt socially (un-) desirable behaviors toward them.

My work has been published in the Journal of Consumer PsychologyJournal of the Association of Consumer ResearchJournal of Service Research, and Current Opinion in Psychology.

All the best,

Johannes Boegershausen


Research interests
Marketplace Morality, Social Cognition, Polarized Sentiments

Publications and manuscripts under review
Boegershausen, Johannes; Klesse, Anne-Kathrin; Hoegg, JoAndrea; Dahl, Darren W., “Better Safe than Sorry: Effects of Brand        Hatred on Preferences for Competing Brands”, 3rd round revise-and-resubmit at the Journal of Consumer Research.
Henkel, Alexander*; Boegershausen, Johannes*; Hoegg, JoAndrea; Aquino; Karl; Lemmink, Jos (2018), “Discounting Humanity:
    When Consumers are Price Conscious Employees Appear Less Human”, 
Journal of Consumer Psychology, 28 (2): 272-292. 
    [*shared first author] LINK
    Selected Media Coverage: Canadian Broadcasting Corporation (CBC); Global News - CKNW; RoundhouseRadio; CTVnews;   
    1130 NEWS; Radio Canada; Globe and Mail, National Post; Vancouver Sun, ScienceDaily
Henkel, Alexander; Boegershausen, Johannes; Rafaeli, Anat: Lemmink, Jos (2017), “The Social Dimension of Service
    Interactions: Observer Reactions to Customer Incivility”, Journal of Service Research, 20(2): 
120-134. LINK
Henkel, Alexander; Boegershausen, Johannes; Ciuchita, Robert; Odekerken-Schröder, Gaby (2017), “Storm After the Quiet:
    How Marketplace Interactions Shape Consumer Resources in Collective Goal 
Pursuits”, Journal of the Association of Consumer
, 2(1): 26-47. LINK
Boegershausen, Johannes; Aquino, Karl; Reed II, Americus (2015) “Moral Identity“, Current Opinion in Psychology, 6, 162–166.

Selected work in progress
Castelo, Noah; Boegershausen, Johannes; Henkel, Alexander; Hildebrand, Christian, “Consumer reactions to automation"
Boegershausen, Johannes; Steinmetz, Janina; Aquino, Karl, “The differential allure of improvement”
Boegershausen, Johannes; Henkel, Alexander; McFerran, Brent; Du, Katherine, “Brand-behavior consistency“


2019 University of British Columbia, Vancouver, Canada
Ph.D. in Marketing; Advisors: JoAndrea Hoegg and Darren W. Dahl
2011 – 2014
Maastricht University, Maastricht, Netherlands 
Ph.D. coursework in Marketing 
2011 Maastricht University, Maastricht, Netherlands
M.Sc. in Strategic Marketing, cum laude
2009 Catholic University of Eichstätt-Ingolstadt, Ingolstadt, Germany
B.Sc. in Business Administration; majors in Service Management & Marketing

Selected Honors and Awards

    Marketing Science Institute (USD 9,500) #4000678 grant (with Abhishek Borah and Andrew T. Stephen)

•     C.W. Park Young Contributor Award, Society for Consumer Psychology, 2019 

•     Best Paper Award Finalist, Journal of Service Research, 2018

•     Dean Earle D MacPhee Memorial Fellowship in Commerce and Business Administration, 2014 – 2019

    AMA Sheth Foundation Doctoral Consortium Fellow, 2013

    Travel Grant (EUR 4,000), Maastricht University, 2013

    AG Bell Association for the Deaf and Hard of Hearing, College Scholarship (USD 2,500), 2012 – 2013

    Top 3% Award (EUR 1,672), Maastricht University, 2011

    Top Master Thesis Award, Maastricht University, 2011

•     Lucile B. Abt Scholarship (USD 10,000), AG Bell, 2010 – 2011


2016 Instructor: COMM 363: Marketing Analysis 
University of British Columbia, Evaluation: 4.3/5 [school average: 4.15/5]
2015 – 2017
Teaching Assistant: BaFaBaFa cultural simulation for MBA students 
Prof. Dr. Darren W. Dahl; Prof. Dr. Danielle van Jaarsveld, University of British Columbia
2015 Teaching Assistant: COMM 460: Social & Nonprofit Marketing
Prof. Dr. Charles Weinberg, University of British Columbia
2015 University Teaching Qualification (recognized by all Dutch universities)          
Maastricht University
2014 Instructor & Course Co-Coordinator: Value-Based Marketing (M.Sc., 3 sections)
Maastricht University, Evaluation: 9.1/10 [school average: 8.2/10]

2011 – 2012  Instructor: Return on Marketing (M.Sc., 5 sections)
Maastricht University, Evaluation: 8.8/10 [school average: 7.8/10]


Below I maintain an overview of tutorials about research tools that I commonly used as well a collection of links to useful tools that increase productivity and facilitate creating stimuli for experiments.


Useful tools:
LICEcap | Little program that allows to capture part of the screen and converted it to an animated GIF (used in my 2018 JCP)
UpdateScanner | Excellent add-on for Firefox that allows you to monitor websites for changes
Auto Text Expander | Work more efficiently with shortcuts in Chrome
Join.Me | Superb tool to share your screen (and control) with collaborators

Get in touch

Johannes Boegershausen
Assistant Professor of Marketing
Rotterdam School of Management, Erasmus University
E-Mail: boegershausen (at)

View Johannes Boegershausen's profile on LinkedIn
Johannes BögershausenBgershusen Johannes (SSF) <>