Department of Marketing

Prof. Dr. Stefan Hoffmann

Head of Department

Westring 425, R.104
Telefon: +49 431 880-2165
Telefax: +49 431 880-3349

Short CV

Professor Stefan Hoffmann is director of the Institute of Business Administration, esp. Marketing. He received a diploma in psychology from the University of Mannheim (Germany) in 2003 and doctoral degree in 2008 and a second promotion (habilitation) in 2011 in business administration from the Technical University of Dresden (Germany). From 2011 to 2012, he worked as interim professor in Marketing at the Technical University of Dresden and later at the University of Rostock (Germany). Since November 2012, Stefan Hoffmann is working as professor of marketing at Kiel University (Germany). His research is founded in psychology and he is working with empirical methods. His main research interests are transformative consumer behavior, communication, cross-cultural marketing, and health marketing.

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Selected Recent Publications

Hoffmann, S., Mai, R., Lasarov, W., Krause, J., & Schmidt, U. (2019). Hungry Bellies Have No Ears: How and Why Fundamental Human Needs Inhibit Sustainable Consumption, Ecological Economics, 160, 96-104.

Lasarov, W., Mai, R., García de Frutos, N., Ortega Egea, J. M., & Hoffmann, S. (2019). Counter-arguing as Barriers to Environmentally Motivated Consumption Reduction: A Multi-Country Study, International Journal of Research in Marketing, 36(2), 281-305.

Krautz, C.; Hoffmann, S. (2017). The Tenure-Based Customer Retention Model. A Cross-Cultural Validation. Journal of International Marketing. 25(3), 83-106.

Mai, R.; Hoffmann, S. (2015). How to Combat the Unhealthy = Tasty Intuition: The Influencing Role of Health Consciousness. Journal of Public Policy & Marketing, 34 (1), 63-83.

Mai, R.; Hoffmann, S.; Schwarz, U.; Niemand, T.; Seidel, J. (2014). The Shifting Range of Optimal Web Site Complexity. Journal of Interactive Marketing, 28 (2), 101-116.

Hutter, K.; Hoffmann, S. (2014) Surprise, Surprise. Ambient Media as Promotion Tool for Retailers. Journal of Retailing, 90 (1), 93-110.

Mai, R.; Hoffmann, S. (2014). Accents in Business Communication: An Integrative Model and Propositions for Future Research. Journal of Consumer Psychology, 24 (1), 137-158.

Further publications


Office Hours

Thursday from 10am to 11am after appointment via email (

Additional appointments on request.