Imperial College London


Business School

Assistant Professor of Marketing



+44 (0)20 7594 7571j.hattula Website




389Business School BuildingSouth Kensington Campus





Dr Johannes Hattula is Assistant Professor of Marketing at Imperial College Business School. He studied Business Administration at the University of Mannheim (Germany) and he holds a PhD from the University of St. Gallen (Switzerland).

Johannes' research interests include managerial and consumer behaviour as well as topics in the digital marketing space. His main focus is on cognitive processing such as information and inference processes, preference certainty, preference construction and predictions, on the one hand, and the interplay between technology and decision making, on the other. In his research, he applies an interdisciplinary perspective, drawing primarily from the fields of (social) psychology and information systems. Methodologically, he employs especially experimental approaches and longitudinal methods.

His research has been accepted for publication at the Journal of Marketing Research and the International Journal of Research in Marketing, and has been featured by business publications such as Harvard Business Review, Financial Times, and the MSI Marketing Science Institute. His work has been recognized by several awards and has been supported by grants, for instance, from the Swiss National Science Foundation, the Basic Research Fund (University of St. Gallen), and the Max Planck Institute of Human Development.

For his research, Johannes spent several years abroad. Amongst others, he visited the University of British Columbia (Canada), the Yale University (USA), the University of Michigan (USA), and the Max Planck Institute for Human Development (Germany).

Johannes teaches Marketing in Imperial’s undergraduate (Joint Honours, Intercalated BSc) and graduate programmes (MSc Economics & Strategy for Business, MSc Innovation, Entrepreneurship & Management, MSc Management, MSc Strategic Marketing).

Selected Publications

Journal Articles

Herzog W, Hattula J, Dahl D, 2021, Marketers Project Their Personal Preferences onto Consumers: Overcoming the Threat of Egocentric Decision Making, Journal of Marketing Research, ISSN:0022-2437

Hattula J, Herzog W, Dhar R, When Touch Interfaces Boost Consumer Confidence: The Role of Instrumental Need for Touch, Advances in Consumer Research, ISSN:0098-9258

Hattula, Johannes D., Schmitz, et al., 2015, Is more always better? An investigation into the relationship between marketing influence and managers’ market intelligence dissemination, accepted for publication, International Journal of Research in Marketing, Vol:32, ISSN:0167-8116, Pages:179-186

Hattula, Johannes D., Herzog, et al., 2015, Managerial empathy facilitates egocentric predictions of consumer preferences, Journal of Marketing Research, Vol:52, ISSN:1547-7193, Pages:235-252

Hattula, Johannes D., 2015, Interview: Putting Yourself in the Customer's Shoes Doesn't Work, Harvard Business Review, Vol:93, ISSN:0017-8012, Pages:34-35


Hattula JD, Herzog W, Dhar R, When Multi-Touch Interfaces Facilitate Judgment Confidence: The Role of Instrumental Need for Touch, Society for Consumer Psychology

Hattula JD, Herzog W, Dhar R, When Multi-Touch Interfaces Facilitate Judgment Confidence: The Role of Instrumental Need for Touch, 0th Triennial Invitational Choice Symposium 2016

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