(416)-736-2100 Ext. 20246
Office: Room N304C, SSB
Area(s) of Expertise
- Artificial Intelligence
- Consumer Culture
- Market System Dynamics
About Markus Giesler
I research how markets dynamically shape human behavior, often in the context of new technologies.
I am Editor of the Journal of Consumer Research (2021-2023) and previously an Associate Editor at the Journal of Marketing as well as an ERB member of the Journal of Consumer Psychology, Consumption, Markets and Culture, Marketing Letters, and Business & Society.
2020 AMA-Sheth Foundation Doctoral Consortium Faculty (postponed to 2021)
2019 Journal of Consumer Research, Outstanding Reviewer Award
2018 MSI Scholar, Marketing Science Institute
2016 “Young business school star professor on the rise,” CNN
2014 "40 under 40 B-School Professors," Poets & Quants
Puntoni, Stefano, Rebecca Reczek Walker, Markus Giesler, and Simona Botti, “Consumers and Artificial Intelligence: An Experiential Perspective,” Journal of Marketing, forthcoming.
Wertenbroch K., Schrift R. Y., Alba J. W., Barasch A., Bhattacharjee A., Giesler M., Zwebner Y., Matz S., Lehmann D. R., Nave G., Puntoni S., Parker J., Zheng Y., Knobe J. (2020). Autonomy in Consumer Choice. Marketing Letters.
Giesler, Markus and Eileen Fischer (2018), “IoT Stories: The Good, the Bad and the Freaky," GfK Marketing Intelligence Review, 10 (2), 25-30.
Veresiu, Ela and Markus Giesler (2018), “Beyond Acculturation: Multiculturalism and The Institutional Shaping of an Ethnic Consumer Subject,” Journal of Consumer Research, 45 (October), 553-570.
Brunk, Katja H., Markus Giesler, and Benjamin J. Hartmann (2018), “Creating a Consumable Past: How Memory Making Shapes Marketization,” Journal of Consumer Research, 44 (April), 1325-1342.
Giesler, Markus and Craig J. Thompson (2016), “Process Theorization in Consumer Culture Research,” Journal of Consumer Research, 43 (December), 497-508. *invited tutorial
Giesler, Markus and Eileen Fischer (2016), “Market System Dynamics,” Marketing Theory. 1-6.
Giesler, Markus and Ela Veresiu (2014), “Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity,” Journal of Consumer Research, 41 (October), 840-857.
Thompson, Craig J., Eric J. Arnould, and Markus Giesler (2013), “Discursivity, Difference, and Disruption: Genealogical Reflections on the CCT Heteroglossia,” Marketing Theory, 13 (June), 149-174.
Giesler, Markus (2012), “How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic,” Journal of Marketing, 76 (November), 55-68.
Luedicke, Marius K., Craig J. Thompson and Markus Giesler (2010), "Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict," Journal of Consumer Research, 36 (April), 1016-1032.
Giesler, Markus (2008), “Conflict and Compromise: Drama in Marketplace Evolution,” Journal of Consumer Research, 34 (April), 739-753.
Giesler, Markus (2006), “Consumer Gift Systems,” Journal of Consumer Research, 33 (September), 283-290.
Courses TaughtMKTG 7983: Marketing Strategy (PhD)
MKTG 6800: Customer Experience Design (MBA)
MKTG 6321: Entertainment Marketing (MBA)
Schulich Associate Professor of Marketing Markus Giesler has been honoured as a 2018 Marketing Science Institute (MSI) Scholar. The goal of the MSI Scholars is to strengthen ties with marketing academics at important points in their careers, encouraging and cultivating rigorous research that has significant potential to influence and enhance marketing practice.
“I am honoured that MSI recognizes my research on market systems and customer experience design and am grateful for the opportunity to work with this impressive cadre of colleagues,” Professor Giesler said.
A regular contributor to the Journal of Consumer Research and the Journal of Marketing, Giesler has developed and refined a process-based method for analyzing qualitative and quantitative data longitudinally to theorize change, a method he helped pioneer in marketing.
At Schulich, he is active in both the doctoral and MBA programs, teaching consumer culture theory and marketing strategy topics. His “Customer Experience Design,” the first of its kind MBA course in the world, publishes regular student-written insight columns for the American Marketing Association and Huffington Post. Additionally, Giesler is the Director of the Big Design Lab, a think tank that investigates market-level design questions with public and private organizations.
As part of the inaugural class of 34 faculty, Professor Giesler will join the other scholars for a retreat in Colorado this summer.
“The MSI Scholars are among the most prominent marketing scholars in the world, and we look forward to their ideas about setting the agenda for the field and helping to bridge the gap between research and practice,” said MSI Executive Director Carl Mela.