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UNIVERSITY OF COLOGNE

Faculty of Management, Economics and Social Sciences

Thomas Scholdra

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Jun. Prof. Dr Thomas Scholdra, IFH Endowed Juniorprofessorpfessorship of Marketing and Retailing

Research focuses

Retailing, Digital Marketing, Marketing Strategy, Advertising Effectiveness

Curriculum vitae

Since 2022 IFH Endowed Junior Professor of Marketing and Retailing
2019 – 2022 Postdoctoral Researcher, University of Cologne, Germany
2019 Ph.D. in Marketing, University of Bremen, Germany
2013 M.Sc. in Marketing and Channel Management, University of Goettingen, Germany
2010 B.Sc. in Business Administration, University of Muenster, Germany

Selected publications

Scholdra, Thomas P., Julian R.K. Wichmann, Maik Eisenbeiß, and Werner J. Reinartz (2022), “Households under Economic Change: How Micro- and Macroeconomic Conditions Shape Grocery Shopping Behavior”, Journal of Marketing, 86(4), 95-117.
Becker, Maren, Thomas P. Scholdra, Manuel Berkmann, and Werner J. Reinartz (2022), "The Effect of Content on Zapping in TV Advertising”, Journal of Marketing, forthcoming.