Department of Marketing

Associate professor

Room: SOL/C3.23
E-mail: jha.marktg@cbs.dk


Johannes Hattula is Associate Professor of Marketing at Copenhagen Business School. He holds a PhD in Marketing from the University of St.Gallen (Switzerland) and a graduate degree in Business Administration from the University of Mannheim (Germany). Prior to joining Copenhagen Business School, Johannes has been an Assistant Professor of Marketing at Imperial College London (UK) and he has held visiting positions at the University of British Columbia (Canada), Yale University (USA), and the Max Planck Institute (Germany).

Johannes’ primary areas of research and teaching include managerial decision making, consumer behavior, and growth hacking strategies. His research has been accepted for publication at leading journals in the field, including the Journal of Marketing Research and the International Journal of Research in Marketing, and has been featured by business publications such as Harvard Business Review, Financial Times, and the MSI Marketing Science Institute. His work has been recognized by several awards and has been supported by various grants (e.g., Swiss National Science Foundation) and companies.


Primary research areas

Primary Research Fields

  • Management and consumer behavior
  • Decision biases and debiasing approaches
  • Human-computer interaction 
  • Marketing & AI
  • Growth hacking strategies
Social media
Link to this homepage
Publications sorted by:
Johannes Hattula; Walter Herzog; Ravi Dhar / The Impact of Touchscreen Devices on Consumers' Choice Confidence and Purchase Likelihood
In: Marketing Letters, Vol. 34, No. 1, 3.2023, p. 35-53
Journal article > peer review
Walter Herzog; Johannes Hattula; Darren W. Dahl / Why Marketers Fail to Understand Their Customers : The False Consensus Effect.
In: Keller Center Research Report, Vol. 15, No. 2, 2022, p. 7-12
Journal article
Walter Herzog; Johannes Hattula; Darren W. Dahl / Marketers Project Their Personal Preferences onto Consumers : Overcoming the Threat of Egocentric Decision Making.
In: Journal of Marketing Research, Vol. 58, No. 3, 6.2021, p. 456-475
Journal article > peer review
Johannes Hattula; Christian Schmitz; Martin Schmidt; Sven Reinecke / Is More Always Better? : An Investigation into the Relationship between Marketing Influence and Managers' Market Intelligence Dissemination .
In: International Journal of Research in Marketing, Vol. 32, No. 2, 6.2015, p. 179-186
Journal article > peer review
Johannes Hattula; Walter Herzog; Darren W. Dahl; Sven Reinecke / Managerial Empathy Facilitates Egocentric Predictions of Consumer Preferences
In: Journal of Marketing Research, Vol. 52, No. 2, 4.2015, p. 235-252
Journal article > peer review
Johannes Hattula; Walter Herzog; Christian Wanding Dahl; Sven Reinecke / When Empathic Managers Become Consumers : A Self-referential Bias.
In: Advances in Consumer Research, Vol. 40, 2012, p. 1013-1014
Journal article