Tobias Langner

Tobias Langner is a Professor at the Chair of Marketing, Schumpeter School of Business and Economics, University of Wuppertal. His work focuses on brand management, consumer attention in digital advertising, and behavioral research, utilizing advanced methods like mobile eye-tracking in real-life contexts.

• University: University of Wuppertal
• School: Schumpeter School of Business and Economics
• Department: Chair of Marketing

Research Interests: Tobias Langner’s research explores attention dynamics in social media ads, brand routine videos, and the psychology of consumer engagement. His team uses experimental designs and biometric data to validate advertising effectiveness.

Recent Article Trends: His 2025 work emphasizes scalable attention measurement (viewport logging), AI-driven advertising samples, and celebrity effects ("vampire effect"). Earlier 2024 studies examine swiping behavior, social media detox, and emotional appeals in non-profit contexts.

Scientific Awards:

• Best Paper Award (2024) for co-authored work on incubation and creativity
• Best Student Paper Awards at ICORIA 2024 and AAA 2024 for studies on carousel ads and swiping behavior

Advising and Labs: He has supervised PhD candidates like Stefan Rohrbach (summa cum laude) and Julian Felix Kopka (summa cum laude). His lab, one of the world’s most advanced brand labs, integrates qualitative, quantitative, and biometric methods (eye-tracking, viewport logging) for real-world advertising research.