Stefan Hock

Assistant Professor

Marketing


Education/Professional Certification

PhD, Virginia Tech
Diplom-Kaufmann, Ludwig Maximilian University of Munich (Germany)

Areas of Expertise

Consumer Decision-Making
Marketing Strategy

Biography

Marketing professor Stefan Hock’s research focuses on two primary areas: (1) consumer decision-making and (2) marketing strategy. With regards to (1) he is particularly interested in how contextual factors, such as social crowding or ambient temperature, affect various aspects of consumers’ daily decision-making, such as calorie consumption, spending behavior, (un)ethical behavior, creativity, or pro-environmental behavior. With regards to (2) he is particular interested in how firms can react to minimize the financial harm caused by negative events, such as celebrity scandals or product recalls.

His research has been published in the Journal of Consumer Research, Management Science, Marketing Letters, and Journal of Business Research.

Dr. Hock has taught consumer behavior and principles of marketing in the undergraduate program, and marketing management in the Executive MBA program. Prior to completing his PhD, he worked as an accountant for Deloitte in Munich (Germany) and a strategy consultant for Aon Hewitt in Chicago.

Featured Publications

  • Hock, Stefan J. and Sascha Raithel (2019), “Managing negative celebrity endorser publicity: how announcements of firm (non)responses impact stock returns, Management Science, forthcoming.
  • Zhu, Meng, Rajesh Bagchi, and Stefan J. Hock (2019), “The mere deadline effect: why more time might sabotage goal pursuit,” Journal of Consumer Research, 45 (5), 1068-84.
  • Hock, Stefan J. and Rajesh Bagchi (2018), “The impact of crowding on calorie consumption,” Journal of Consumer Research, 44 (5), 1123-40.
  • Raithel, Sascha, Charles R. Taylor, and Stefan J. Hock (2016), “Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects,” Journal of Business Research, 69 (9), 3788-94.
  • Weaver, Kimberlee, Stefan J. Hock, and Stephen M. Garcia (2016), “Top 10 reasons: when adding persuasive arguments reduces persuasion,” Marketing Letters, 27, 27-38.
Contact Information
Emailstefan.hock@uconn.edu
Phone+1 (860) 486-2489
Mailing Address2100 Hillside Road, U1041
Office LocationBUSN 362
CampusStorrs
Office HoursBy appointment