Attila Pohlmann | Consumer Behavior Researcher | Professor in Marketing


Attila Pohlmann
Consumer Behavior Researcher,
Service-Dominant Logic Believer,
Professor in Marketing






My main research focus is in consumer behavior, specifically how digital marketing and social media can promote healthier behaviors such as reducing meat consumption. This focus is supported by an interest in the Service-Dominant Logic of Marketing. This novel paradigm lends itself to bridge gaps between otherwise relatively isolated areas in the business and management sciences and can aid in the transdisciplinary production of knowledge.


University of Hawai'i at Manoa, Honolulu
Marketing / International Management, 2014

University of Bielefeld, Germany
International Marketing and Communication (Diplom Kaufmann FH), 2005
Minor: Computer Science

University of Valenciennes, France
International Management, 2003



Refereed Journal Articles

Research Trajectories of Service-Dominant Logic: Emergent Themes of a Unifying Paradigm in Business and Management.

Attila Pohlmann and Valtteri Kaartemo (2017). In Industrial Marketing Management, Vol. 63, p. 53-68

We describe the research trajectories associated with S-D Logic and the scholarly activity it encompasses across a breadth of disciplines by conducting a bibliometric analysis of a body of literature citing two fundamental S-D Logic publications between 2004–2014. The bibliometric analysis reveals four pertinent research trajectories: Value co-creation, Resources (incl. integration), Brands, and Innovation. These empirical findings are supported by qualitative insights and projections obtained from structured interviews with S-D Logic scholars using the Del- phi method, which identifies ten research trajectories: Actors, Context, Innovation, Institutions, Markets, Re- sources, Service, Systems, Value co-creation, and Value propositions. The main tenets, relevant literature, and syntheses of research questions for the aforementioned research trajectories are provided. Results indicate that the scientific community is evaluating fundamental ontological and epistemological questions of S-D Logic. Emergent themes (complex and fractal phenomena, generic conceptualizations, technological innovation and democratization processes, and institutionalization practices) are discussed. The results provide insight into the development of paradigms in the managerial sciences. The delineation of the paradigm's thematic bound- aries, its emergent themes, and identification of central research trajectories informs an advanced understanding of the nature of economic exchange and value creation for both practitioners and the managerial sciences, thus aiding the transdisciplinary production of knowledge.

Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment.

Yi He, Qimei Chen, Ruby P. Lee, Yonggui Wang, and Attila Pohlmann, (2017). In Journal of Interactive Marketing, Vol. 38, p. 1-11(Lead article)

Why do some consumers evangelize brands and create value for them even without receiving any direct reward in return? How do their motivations influence their role behaviors and their identification with the company or brand? We draw on motivation theory and the in- and extra- role literature of leadership to propose a theoretical framework. We use this framework to analyze data from one cross-sectional survey conducted with members of two online brand communities and one longitudinal field experiment with consumers of one new online brand community. We first separate community members' motivations into three types of psychological needs (self-competency, self-belongingness, self-autonomy) that are fulfilled by membership in a brand community. We investigate how each of these needs influences consumers' in-role and extra-role behaviors, which in turn positively affect their brand identification and create value for the company. Our results show that self-competency motivates both in- and extra-role behaviors, self-belongingness only increases less involved in-role behaviors, and self-autonomy only affects more involved extra-role behaviors. Both role behaviors foster beneficial consumer brand identification. We discuss how these findings can inform marketers' brand community-building strategies.


Honolulu Street Style

Malie Moran, Attila Pohlmann, and Andrew Reilly (2014). Intellect Ltd. Bristol, UK

Hawai’i is one of the most ethnically and racially diverse places in the world due to its central location in the Pacific. Situated at the crossroads of different cultures, Honolulu has a style all of its own. Honolulu Street Style captures this unique approach as it demonstrates how global trends are transformed by stylish Honolulu denizens to give them a unique, local look. Divided into chapters on hair, hats, accessories, and beachwear, the book features the styles of people encountered on the street in many different neighbourhoods, with an essay on the history and clothing of Hawai’i as a whole.

Book Chapters

Easy Loving: Understanding Affect in Social Media.

Attila Pohlmann and Qimei Chen (2017). In Digital Advertising: Theory and Research (Advances in Consumer Psychology), co-edited by Drs. Shelly Rodgers and Esther Thorson, Routledge, Taylor & Francis Group, UK

Affect has played a pivotal role in the field of advertising. With the development of social media, the theoretical landscape of fathoming affect has been altered by technological change. In this chapter, we explore how the traditional measurement of affect has been disrupted by the social media phenomenon and discuss the challenges that traditional response hierarchy models are currently facing. Finally, we propose a new interactive response model to better understand and manage consumers’ interactions with social media advertising.


_MG_6546.jpg Campaign

My project entitled "Meat! Can manhood stomach the punch of the vegetarian alternative?" raised $3,124 and successfully reached its target funding goal in January 2016. Even ordinary threats to masculinity trigger anxiety. Since the incorporation of meat signals masculinity, it is used to psychologically defend the ego against omnipresent threats to coveted masculine status. By measuring biological masculinity (Testosterone) and stress response (Cortisol) in participants' saliva we intend to expand on the psychological component of our previous experiments with the physiological component, their interaction, and how negative health effects can be mitigated.


Anthology Marketing Group Visit

On December 2, students in the Fall 2016 Principles of Marketing class of Attila Pohlmann, Ph.D., toured the offices of Anthology Marketing Group, which offers services in four disciplines: Research, advertising, digital, and public relations. Preceded by a presentation about the company, students viewed some of its award-winning commercials. Hearing firsthand accounts about the creative process that goes into researching, conceiving, and executing marketing campaigns allowed students to glean insight into how the theories from class are applied in marketing practice. A peek behind the scenes at the focus testing facility and the in-house call-center exemplified how marketing endeavors are informed by prior consumer research.

Photo by Samantha Tsui

Photo by Denny Luan

Catching up with Denny Luan

During his visit to Hawaii, one of the founders of, Denny Luan, was kind enough to take the time to catch up with me at Brue Coffee Bar. "I want science research to be open & shared publicly" - Hawaii Pacific experimenter


Attila Pohlmann, PhD, Profesor en Marketing, Universidad San Francisco de Quito (USFQ), Ecuador

Attila Pohlmann, Ph.D.

Profesor en Marketing

Office: +593 98-851-4234 ext. 2047


Universidad San Francisco de Quito

Business School

Diego de Robles s/n

170157 Quito, Ecuador