Attila Pohlmann
Consumer Behavior ResearcherMarketingWeltverbesserer
about
I hold a PhD from the Shidler College of Business at the University of Hawaiʻi at Mānoa.
I study how consumers resolve competing ethical, sensory, and social motivations when making food and sustainability-related choices, and what this means for product positioning, marketing communication, and category adoption.
My work combines experimental design, psychophysiological measurement, and computational analysis of consumer response data. It appears in Psychology & Marketing, Journal of Interactive Marketing, Journal of Consumer Marketing, Industrial Marketing Management, Appetite, and Food Quality and Preference.
research — representative publications
- Seeking Answers, Trying Insects: Induced Curiosity as a Catalyst for Novel Food Consumption Appetite, 2026
- When the "Healthy = Sustainable" Heuristic Breaks Down: The Moderating Role of Familiarity for Novel Insect-Based Foods Food Quality and Preference, 2026
- Unpalatable Solutions: Consumer Resistance Towards Insect-Based Foods Is Moderated by Uncertainty Avoidance Psychology & Marketing, 2025
- The Taste of Compassion: Influencing Meat Attitudes with Interhuman and Interspecies Moral Appeals Appetite, 2022 — Special Issue on the Psychology of Meat Eating and Vegetarianism
- Better than Sex: Development and Validation of the Consumption Gender Scale Journal of Consumer Marketing, 2020
- Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment Journal of Interactive Marketing, 2017 — Issue Lead Article
Full list on Google Scholar.
news
last updated: September 2026
- 2026Book chapter forthcoming: "Algorithmic Absorption — Affective Alignment and Perceived Intrusiveness in ELM Persuasion Routes on Social Media," with Bingxin Leng and Qimei Chen, in Digital Advertising: Theory and Research (4th ed., Routledge)
- 2026Completed a three-paper research programme on consumer adoption of alternative proteins, with Franklin Velasco-Vizcaíno and Paúl Cajina Torres, spanning sensory benchmarking, the healthy-equals-sustainable heuristic, and cross-cultural resistance to insect-based foods
- 2026New solo paper in Appetite on induced curiosity as a driver of novel food adoption
- 2022–Principal Investigator (Ecuador) on REMAP, an MRC-funded multi-country study of tobacco marketing across Latin America