Klaus Wertenbroch

Klaus Wertenbroch is the Novartis Chaired Professor of Management and the Environment and Professor of Marketing at INSEAD, where he directs the INSEAD Strategic Marketing Programme. He maintains academic affiliations with the Marketing Department at INSEAD's Fontainebleau campus in France and has previously been based in Singapore. His academic career spans multiple prestigious institutions including Duke University, Yale University, UC Berkeley, and The Wharton School of the University of Pennsylvania.

• Ph.D. and MBA from the University of Chicago
• M.Sc. (Diploma) in Psychology from Darmstadt University of Technology, Germany

Wertenbroch's research focuses on behavioral economics and its strategic marketing and public policy implications, with particular expertise in consumer self-control problems related to overconsumption, overspending, and consumer debt. His current research examines how consumers respond to the dystopian aspects of artificial intelligence and marketing automation, including concerns about data privacy, algorithm explainability, and consumer autonomy. His work bridges academic rigor with practical applications, having collaborated with major organizations including Allianz, Citigroup, IBM, L'Oréal, and Unilever.

His recent publications demonstrate a clear progression from traditional consumer behavior research toward the intersection of behavioral science and emerging technologies. The 2025 STAGS paper introduces an innovative methodology using AI to improve research generalizability, while his 2024 work on human agency in the AI age addresses critical concerns about consumer autonomy. His case studies on brand revitalization represent practical applications of his theoretical frameworks in real-world marketing contexts.

• 1995 American Marketing Association (AMA) Doctoral Dissertation Award
• 2005 AMA O'Dell Award (marketing's most prestigious annual award)
• Inaugural Marketing Science Institute Young Scholar (2001)

Wertenbroch has served as Associate Editor for the Journal of Consumer Research and the Journal of Public Policy and Marketing, launched the Journal of Marketing Behavior as editor-in-chief, and contributed to numerous editorial boards. His research has appeared in leading journals including Journal of Consumer Research, Journal of Marketing Research, and Marketing Science, with coverage in Financial Times, Harvard Business Review, and The Economist. He has directed the INSEAD-Sorbonne Université Behavioural Lab in Paris and has advised public and private sector organizations on financial education initiatives.