Academic Profile
Prof Bernd Schmitt
Executive Director, Institute on Asian Consumer Insight
Visiting Professor
Nanyang Visiting Professor 
College Dean's Office 
 
 



Email: SCHMITT@ntu.edu.sg
Phone: (+65)6790 4668 
Office: S4-B4B-ACI 
Education
  • PhD Psychology Cornell University 1988
  • Diploma (Master's degree) University of Heidelberg 1984
Biography
He is known for his research, books, speaking and consulting on customer experience, customer happiness, branding and innovation and for his work in Asia on Asian markets and consumers. He wrote several influential books in these areas including Experiential Marketing (1999), Customer Experience Management (2003), Big Think Strategy (2007) and Happy Customers Everywhere (2012). These books have been translated into more than 20 languages.

His research has been published in leading 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.

He is a professor at Columbia Business School in New York and held visiting appointments in China, Germany, Poland, South Korea, and Singapore.
Research Interests
Schmitt's research interests include Asian consumer insight, customer experience, branding. and innovation. Specifically, over the last five years, Schmitt has published on cross-cultural linguistic issues in consumer behavior, on brand experience, and perceptions of firm innovativeness. He has co-authored a brain-scanning study on brand perceptions and developed a general model on the consumer psychology of brands. His research currently explores how customer experiences can enhance customer happiness.
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