Senior Researcher
Prof. Dr. Christoph Ungemach
Professor Ungemach is a behavioral scientist with more than 20 years of experience in interdisciplinary research on decision making and its practical applications for consumer behavior at the intersection of marketing, psychology, and data science. His work investigates the underlying principles and drivers of decision making and how behavioral interventions can improve decision outcomes for consumers, businesses, and society.
Professor Ungemach is a recognized scholar of consumer behavior and decision-making. He advises organizations on designing decision environments that promote behavioral change and improve consumer welfare, drawing on insights from behavioral science, psychology, and data science.
His empirical research has a strong theoretical foundation in decision science and utilizes a wide range of methods, including laboratory, field, and online experiments, statistical modeling, machine learning, and process tracing. He has published in leading international peer-reviewed journals, including Management Science, Psychological Science, the International Journal of Research in Marketing, and the Journal of Retailing. In addition, he has served as a reviewer for numerous international journals, conferences, and funding agencies.
He studied Psychology at the University of Giessen and received his PhD at the University of Warwick. He held research positions at the University of Warwick and the Center for Research on Environmental Decisions at Columbia University. He also has experience as a Data Scientist in the tech sector, implementing AI-based recommendation and reputation systems, as well as marketing analytics and A/B testing. Before joining the Nuremberg Institute for Market Decisions, he was appointed Professor of Marketing at TUM School of Management (2016–2025). He is a Research Affiliate at the Center for Research on Environmental Decisions at Columbia University and a member of the Munich Data Science Institute (MDSI).
Profile on Google Scholar