Alexander Mafael
About
Alexander's research focus is on the intersection of consumer behavior in digital environments and the influence of strategic firm actions on consumers. He investigates research questions that are informed by existing managerial problems or by peculiarities in consumer behavior and uses consumer-level data to investigate his research questions. He often build my methodological framework on the premise of both, secondary and behavioral data, much in the tradition of consumer-behavior based strategy. Broadly, his work is situated across three areas, digital marketing, strategy, and advertising effectiveness. His research has been published in the Proceedings of the National Academy of Sciences, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Advertising, and Journal of Interactive Marketing, among others. He obtained his PhD from Freie Universität Berlin, where he also spent some time as a Postdoctoral Researcher before joining the Stockholm School of Economics in 2020.
Contact information
Alexander Mafael
Stockholm School of Econonics
alexander.mafael
hhs.se