Bernd Schmitt
- Robert D. Calkins Professor of International Business
- Marketing Division
- Faculty Director
- Center on Global Brand Leadership
- Areas of Expertise
- Brand and Product Management, Consumer Behavior, Marketing
- Contact
- Office: 971 Kravis
- E-mail: [email protected]
- Links
- Curriculum Vitae
Professor Schmitt is Robert D. Calkins Professor of International Business at Columbia Business School. He researches, teaches, and advises corporations on branding, innovation, creative strategy, and customer experience.
Schmitt is the Editor-in-Chief of the Journal of Consumer Research and co-founder of TPM (Theory and Practice in Marketing). He has authored and co-authored more than 70 academic articles in marketing and psychology journals including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: Applied. His research focuses on consumer behavior, innovation, experiential marketing, and brand management. Schmitt's books include (among others) Happy Customers Everywhere, Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 20 languages. As of March 2021, his work has received close to 30,000 citations in Google Scholar.
He won an award for innovation in the classroom for the course Corporate Creativity. At Columbia Business School, he has also taught several other courses including Market Innovation, Consumer Behavior, Advertising Management, Nonprofit Marketing, Luxury Goods Marketing as well as the Marketing core course (among others). He has held visiting appointments in China, Germany, Hong Kong, Poland, South Korea, and Singapore.
- Education
-
Diplom, University of Heidelberg, 1984; PhD, Cornell, 1988
- Joined CBS
- 1988
All Activities
Journal Article
.
“Unveiling the mind of the machine.”
Journal of Consumer Research
vol.
51
,
no.
2
(August 01, 2024):
342
-361
.
doi: https://doi.org/10.1093/jcr/ucad075
Journal Article
.
“Using large language models to generate silicon samples in consumer and marketing research: Challenges, opportunities, and guidelines. .”
vol.
41
,
no.
6
(February 10, 2024):
1254
-1270
.
doi: https://doi.org/10.1002/mar.21982
Journal Article
.
“Consumption Ideology.”
Journal of Consumer Research
vol.
49
,
no.
1
(August 27, 2021):
74
-95
.
doi: https://doi.org/10.1093/jcr/ucab044
Journal Article
.
“R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles.”
Journal of Marketing
vol.
85
,
no.
5
(June 10, 2021):
22
-41
.
doi: https://doi.org/10.1177/00222429211028145
Journal Article
.
“Transforming the Customer Experience through New Technologies.”
Journal of Interactive Marketing
vol.
51
,
no.
1
(August 01, 2020):
57
-71
.
doi: https://doi.org/10.1016/j.intmar.2020.04.001
Journal Article
Swaminathan, Vanitha, Alina Sorescu, Jan-Benedict E.M. Steenkamp, Thomas Clayton Gibson O'Guinn, and
Bernd Schmitt
.
“Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries.”
Journal of Marketing
vol.
84
,
(January 01, 2020):
24
-46
.
Journal Article
.
“Speciesism: An Obstacle to AI and Robot Adoption.”
Marketing Letters
vol.
31
,
(January 01, 2020):
3
-6
.
Journal Article
.
“Human or Robot? Consumer Responses to Radical Cognitive Enhancement Products.”
Journal of the Association for Consumer Research
vol.
4
,
(July 01, 2019):
217
-230
.
Journal Article
Kim, S.Y. and
Bernd Schmitt
.
“Eliza in the Uncanny Valley: Anthropomorphizing Consumer Robots Increases Their Perceived Warmth but Decreases Liking.”
Marketing Letters
vol.
30
,
(March 01, 2019):
1
-12
.
Journal Article
.
“Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing.”
Journal of Marketing Research
vol.
56
,
(January 01, 2019):
1050
-1065
.
Journal Article
.
“From Atoms to Bits and Back: A Research Curation on Digital Technology and Agenda for Future Research.”
Journal of Consumer Research
vol.
46
,
(January 01, 2019):
825
-832
.
Journal Article
.
“The New "Wave" in Studying Asian Consumers and Markets.”
Marketing Letters
vol.
26
,
(September 01, 2015):
261
-264
.
Journal Article
.
“From experiential psychology to consumer experience.”
Journal of Consumer Psychology
vol.
25
,
(January 01, 2015):
166
-171
.
Journal Article
.
“The current state and future of brand experience.”
Journal of Brand Management
vol.
21
,
(December 01, 2014):
727
-733
.
Journal Article
.
“How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies.”
Journal of Advertising Research
vol.
54
,
(January 01, 2014):
420
-434
.
Journal Article
.
“How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies.”
Journal of Advertising Research
vol.
December
,
(January 01, 2014):
1
-15
.
Journal Article
.
“Introduction to Theory and Practice.”
Marketing Science
vol.
33
,
(January 01, 2014):
1
-5
.
Journal Article
.
“Experiential Product Attributes and Preferences for New Products: The Role of Processing Fluency.”
Journal of Business Research
vol.
67
,
(January 01, 2014):
2291
-2298
.
Journal Article
.
“The consumer psychology of customer-brand relationships: Extending the AA Relationship model.”
Journal of Consumer Psychology
vol.
23
,
(April 01, 2013):
249
-252
.
Journal Article
.
“Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging vs. Developed Markets.”
International Journal of Research in Marketing
vol.
30
,
(March 01, 2013):
46
-56
.
Journal Article
Zarantonello, Lia and
Bernd Schmitt
.
“The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude.”
International Journal of Advertising
vol.
32
,
(January 01, 2013):
255
-280
.
Journal Article
Schmitt, Bernd and Lia Zarantonello
.
“Consumer Experience and Experiential Marketing: A Critical Review.”
Review of Marketing Research
vol.
10
,
(January 01, 2013):
25
-61
.
Journal Article
.
“Marketing Function and Form: How Functionalist and Experiential Architectures Affect Corporate Brand Personality.”
International Journal of Research in Marketing
vol.
30
,
(January 01, 2013):
201
-210
.
Journal Article
.
“The consumer psychology of brands.”
Journal of Consumer Psychology
vol.
22
,
(January 01, 2012):
7
-17
.
Journal Article
.
“Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands?”
Journal of Consumer Psychology
vol.
22
,
(January 01, 2012):
75
-85
.
Journal Article
Schmitt, Bernd and Shi Zhang
.
“Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations.”
Journal of Brand Management
vol.
19
,
(January 01, 2012):
655
-665
.
Journal Article
.
“Experience Marketing: Concepts, Frameworks and Consumer Insights.”
Foundations and Trends in Marketing
vol.
5
,
(January 01, 2011):
55
-112
.
Journal Article
.
“How does perceived firm innovativeness affect the consumer?”
Journal of Business Research
vol.
64
,
(August 01, 2010):
816
-822
.
Journal Article
Zarantonello, Lia and
Bernd Schmitt
.
“Using the brand experience scale to profile consumers and predict consumer behavior.”
Journal of Brand Management
vol.
17
,
(January 01, 2010):
532
-540
.
Journal Article
.
“Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?”
Journal of Marketing
vol.
73
,
(May 01, 2009):
52
-68
.
Journal Article
Van der Lans, R., J. Cote, C. Cole, S. Leong, A. Smidts, P. Henderson, C. Blumelhuber, P. Bottomley, J. Doyle, A. Fedorikhin, M. Janakiraman, B. Rameseshan, and
Bernd Schmitt
.
“Cross-National Logo Evaluation Analysis: An Individual-Level Approach.”
Marketing Science
vol.
28
,
(January 01, 2009):
968
-985
.
Journal Article
.
“The concept of brand experience.”
Journal of Brand Management
vol.
16
,
(January 01, 2009):
417
-419
.
Journal Article
.
“The brand anchoring effect: A judgment bias arising from brand awareness and temporary accessibility.”
Psychology and Marketing
vol.
26
,
(January 01, 2009):
383
-395
.
Journal Article
.
“Derivative beliefs and evaluations.”
Journal of Product and Brand Management
vol.
17
,
(January 01, 2008):
453
-462
.
Journal Article
.
“Are brands forever? How brand knowledge and relationships affect current and future purchases.”
Journal of Product and Brand Management
vol.
15
,
(January 01, 2007):
98
-105
.
Journal Article
Zhang, Shi and
Bernd Schmitt
.
“Activating Sound and Meaning in Brand Name Evaluations: The Role of Language Proficiency in Bilinguals' Differential Processing.”
Journal of Consumer Research
vol.
31
,
(January 01, 2004):
220
-29
.
Journal Article
.
“Building strong brands in Asia: Selecting the visual components of image to maximize brand strength.”
International Journal of Research in Marketing
vol.
20
,
(January 01, 2003):
297
-313
.
Journal Article
Schmitt, Bernd and Shi Zhang
.
“Creating Local Brands in Multilingual International Markets.”
Journal of Marketing Research
vol.
XXXVIII
,
(August 01, 2001):
313
-325
.
Journal Article
Aaker, J. and
Bernd Schmitt
.
“Culture-dependent assimilation and differentiation of the self: Preferences for consumption symbols in the United States and China.”
Journal of Cross-Cultural Psychology
vol.
38
,
(January 01, 2001):
561
-576
.
Newspaper/Magazine Article
.
“Visual Identity and Experience Dimensions in the International Luxury Hotel Industry.”
Chazen Web Journal of International Business
.
January 01, 2005.
Book
.
The changing face of the Asian consumer: Insights and strategies for Asian markets.
Singapore
:
McGraw-Hill
,
Forthcoming.
Book
.
Happy customers everywhere: How your business can benefit from the insights of positive psychology.
New York
:
Palgrave Macmillan
,
2012.
Book
Book
.
Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind.
Massachusetts
:
Harvard Business School Press
,
2007.
Book
.
Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers.
New York
:
Wiley
,
2003.
Book
Schmitt, Bernd and Karen Vrotsos
.
There's No Business That's Not Show Business: Marketing in an Experience Culture. Upper Saddle River, NJ
:
FT Press
,
2003.
Book
Schmitt, Bernd and Laura Brown
.
Build your own garage: Blueprints and tools to unleash your company's hidden creativity. The Free Press
:
Free Press
,
2001.
Book
.
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands.
New York
:
Free Press
,
1999.
Book
Schmitt, Bernd and Alex Simonson
.
Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. New York
:
Free Press
,
1997.
Chapter
Schmitt, Bernd and Shu Zhang
.
“Brand Identity: Brand Naming Process and Brand Linguistics in an International Context.”
In Next Practices in Marketing: Brand Management
,
edited by R. Srivastava & G. M. Thomas
,
Newbury Park
:
SAGE
,
Forthcoming.
Chapter
.
“Why the Asian consumer?”
In
The Psychology of Asian Consumers
,
edited by B. Schmitt and L. Lee
,
Routledge
:
Academic Press
,
2014.
Chapter
.
“Bridging Theory and Practice: A Conceptual Model of Relevant Research.”
In
Cracking the Code: Leveraging Consumer Psychology to Drive Profitability
,
edited by Steve Posavac
,
Armonk, NY
:
M.E. Sharpe
,
2011.
Chapter
.
“Brand Experience: Managerial Applications of a New Consumer Psychology Concept.”
In
Cracking the Code
,
edited by Steven S. Posavac
,
Armonk, NY
:
M.E. Sharpe
,
2011.
Chapter
.
“Managing the brand experience.”
In
Masters of Marketing
,
2010.
Chapter
.
“Managing a customer experience project.”
In
Customer experience management: Lessons and insights for the cable industry
,
edited by Seth Arenstein, Jana Henthorn, Charles H. Patti Ph.D., and Ronald Rizzuto Ph.D.
,
23
-25
.
Rockville, MD
:
CableFAX Daily
,
2010.
Chapter
Schmitt, Bernd and Nader Tavassoli
.
“Consumer cognition across cultures.”
In The SAGE handbook of international marketing
,
edited by M. Kotabe and K. Helsen
,
73
-90
.
Newbury Park, CA
:
SAGE
,
2009.
Chapter
Cettier, Patrick and
Bernd Schmitt
.
“Strategic corporate re-branding.”
In Contemporary Thoughts on Corporate Branding and Corporate Identity Management
,
edited by T. C. Melewar and Elif Karaosmanoglu
,
166
-186
.
Hampshire, UK
:
Palgrave Macmillan
,
2008.
Chapter
Zhang, Shi and
Bernd Schmitt
.
“Phonology and semantics in international marketing: What brand name translations tell us about consumer cognition.”
In Psycholinguistic phenomena in marketing communications
,
edited by T. Lowrey
,
59
-78
.
Englewood Cliffs
:
Lawrence Erlbaum
,
2006.
Chapter
.
“Competitive advantage through customer experience management.”
In
Customer experience management. concepts and applications
,
edited by S. S. Kambhammettu
,
Nagarjuna Hills
:
2005.
Chapter
.
“From image to experience.”
In
Images and the psychology of marketing communciation
,
edited by L. Kahle
,
Englewood Cliffs
:
Lawrence Erlbaum
,
2005.
Chapter
.
“Experience with the customer.”
In
Next generation business handbook
,
edited by Subir Chowdhury
,
New York
:
Wiley
,
2004.
Chapter
.
“Linguistic Effects on Consumer Behavior in International Marketing Research.”
In
Handbook of Research in International Marketing
,
edited by Subhash C. Jain
,
Cheltenham, England; Northampton, Mass.
:
Edward Elgar
,
2003.
Chapter
.
“From traditional features-and-benefits marketing to experiential marketing.”
In
Handbook of research in international marketing
,
edited by S. Jain
,
London
:
Edward Elgar
,
2003.
Chapter
.
“Language and culture: a new approach to consumer behavior in international marketing research.”
In
State of the art in research in international marketing
,
edited by S.C. Jain
,
Northampton, MA
:
Edward Elgar
,
2003.
Chapter
.
“Customer experience management: Erfahrungen gestalten und Kundennutzen schaffen.”
In
Total Customer Experience Management: Kundennutzen umfassend erlebbar machen!
,
edited by P. Meyer and A. Meyer
,
Munich (Germany)
:
2003.
Chapter
.
“Branding puts a high value on reputation management.”
In
Mastering Risk
,
edited by J. Pickford
,
236
-240
.
London
:
Pearson
,
2001.
Course
B9617: (PhD) Consumer Behavior II
Course
B7758: International Seminar: Munich
Course
B8616: The Business of Aesthetics and Experiences
Course
B8568: Branding in the Arts
Course
B8621: Managing Brands
Course
B7621: Managing Brands
Case Study
.
Samsung next frontier teaching note.
2010.
Case Study
In the Media
In the Media
In the Media
In the Media
In the Media
In the Media
In the Media
In the Media
Article
Why Robots in the Workplace Raise New Challenges for Business
Article
Pandemic and the Smarter World: A Future of Robots?
- Case ID
- 100505CHI
Samsung's Next Frontier (Chinese Translation)
- Case ID
- 090518CHI
SAP: Building a Leading Technology Brand (Case A) (Chinese Translation)
As a global B2B software company realizes confusing corporate branding is hurting its market position, how can it redefine its image and create a consistent marketing message with a strong brand promise?
- Case ID
- 100505
Samsung's Next Frontier
Can a new product help an electronics company inspire passion from consumers?
- Case ID
- 90518
SAP: Building a Leading Technology Brand (A and B)
As a global B2B software company realizes confusing corporate branding is hurting its market position, how can it redefine its image and create a consistent marketing message with a strong brand promise?
- Case ID
- 90503
Yuhan Kimberly: "Keep Korea Green"
Should a company with a 25-year old corporate social responsibility strategy reinvent its campaign or create a completely new one?
- Case ID
- 80509
Seoul Philharmonic Orchestra
How can the leader of Seoul Philharmonic set the stage for continued success?