Dominik PiehlmaierView profile
Associate Professor
Dominik Piehlmaier is an Associate Professor in Marketing (Strategy and Marketing) at the University of Sussex Business School and a Visiting Fellow at the University of Cambridge Judge Business School. He holds a Ph.D. in Consumer Behavior from the University of Wisconsin-Madison and has held prestigious fellowships at Stanford University and the University of Oxford’s Bennett Institute for Applied Data Science. His academic journey reflects a strong interdisciplinary foundation in consumer science, quantitative methods, and behavioral economics. His research centers on overconfidence, a cognitive bias influencing decision-making in finance, health, and consumer contexts. He employs advanced quantitative techniques, including Bayesian inference and quasi-experimental modeling, often using large-scale datasets such as electronic health records. His work spans behavioral finance, public health, and marketing analytics, with a focus on how cognitive biases affect real-world outcomes. Dominik’s recent publications, including in The Lancet Diabetes & Endocrinology , JAMA Psychiatry , and the Journal of Consumer Research , reflect a growing trend toward interdisciplinary research that bridges marketing with public health and data science. His studies often analyze national health data to understand behavioral patterns during crises like the COVID-19 pandemic, demonstrating the societal relevance of his work. He has been recognized with the 2023 Research Excellence Award for Emerging Scholars and is an inducted member of Phi Kappa Phi, the oldest and most selective interdisciplinary honor society in the U.S. His research has received extensive media coverage from major outlets such as the Wall Street Journal, BBC, Sky News, and Cosmopolitan, amplifying its public impact. Dominik has secured competitive grants from the Medical Research Council (MRC) and the British Academy to support his research on overconfidence and public health. He actively supervises postgraduate students and teaches advanced marketing analytics, having developed the module Advanced Marketing Analytics at Sussex. His teaching emphasizes hands-on data collection and statistical coding using tools like Qualtrics and Stata. He is involved in professional service, including membership on the American Council on Consumer Interests Membership Committee. He also contributes to public engagement through media interviews and impact narratives on topics such as financial overconfidence, panic buying, and youth risk behavior.
