Who is Michael Proksch?

I am researcher in and very passionate about the area of analytics for marketing and consumer psychology. Since my study in Business Administration at the University of Leipzig (in Germany) I am fascinated by the mysteries of marketing and especially consumer psychology. What is the impact of media advertisement on consumers? How can a company influence a brand’s sales? Why do people buy specific brands? Why do we donate money for a charity?

After working in industry as a consultant I went back to university to finish a PhD in the area of marketing/consumer insights and quantitative analytics. I have been an international researcher and lecturer for marketing in Australia, Singapore and Germany and work now as consultant in industry as data scientist combining marketing and knowledge in analytics. I am proud to work with friends, colleagues and customers around the world. Thank you so much for your support!




Born in 1983 in Leipzig, Germany

Married and proud father of a beautiful daughter

Favorite Cities: Singapore, Stockholm (Sweden), Nürnberg (Germany), Melbourne (Australia), Kaikoura (New Zealand)


2017-... Director Data Science for trommsdorff + drüner (Berlin, Germany)

2016-2017 Lead Data Scientist/Team Lead for trommsdorff + drüner (Berlin, Germany)

2015-2016 Senior Consultant & Data Scientist for trommsdorff + drüner (Berlin, Germany)

2014-2015 Research Manager and Data Analyst for Produkt+Markt (Osnabrück, Germany)

2013-2014 Marketing Researcher and Lecturer at the University of Adelaide (Adelaide, Australia) and at the Ngee Ann Education Center (Singapore)

2009-2013 / Marketing Researcher and Lecturer at the Christian-Albrechts-University (Kiel, Germany) and at the Applied University of Kiel


Ph.D. (Dr.), specialized in Marketing/Consumer Insights and Quantitative Analytics

M.A., B.A, (Dipl.-Kfm.) in Business Administration


- Cycling & Running

- Traveling

  1. -Charity Research

In brief


Tarabashkina, L, Quester, P, Tarabashkina, O, Proksch, M, “When Persuasive Intent and ProductÄs Healthiness Make a Difference for Young Consumers” Journal Article, Young Consumers, 2018

Zwicker, S, Proksch, M, Hardiman, M, Tarabashkina, “Social media context’s enhancement of brand image”, Conference Paper, ANZMAC, Conference in Melbourne, Nov 2017

Hardiman, M, Proksch, M, Zwicker, S, “How Facebook ads disrupt brands’ images”, Conference Paper, Consumer Behavior Conference Schmalkalden, Conference in Schmalkalden, Feb 2017

Veale, R, Proksch, M, Quester, P, “Talking with you - Not at you: How brand ambassadors can spark consumer brand attachment”, Conference Paper, 9th Academy of Wine Business Research (AWBR) Conference in Adelaide, 2016

Proksch, M, Orth, U, Cornwell, B, “Competence enhancement and anticipated emotion as motivational drivers of brand attachment”, Journal Article, Journal of Psychology & Marketing, 32(9), 934-949, September 2015

Ewer, M, Veale, R, Quester, P, Proksch, M, “Virtual World, Real Engagement: Building Brand Attachment via Hosted Brand Community Online Events”, Conference Paper, 16th World Marketing Congress in Melbourne, 2013

Proksch, M, Orth, U, and Bethge, F, “Disentangling the Influence of Attachment Anxiety and Attachment Security in Consumer Formation of Attachments to Brands”, Journal Article, Journal of Consumer Behaviour, 12, 318-326, 2013

McIntosh, D, Veale, R, and Proksch, M “Investigating the Influences of Country of Origin and Word of Mouth through Social Media on Consumer Expectations of Service Quality”, Conference Paper, ANZMAC in Adelaide, 2013

Veale, R, Quester, P, and Proksch, M “How do country of origin, closure type and label style affect purchase decisions?”, Journal article, Grape Grower and Winemaker, 2013

Proksch, M “Warum sich Menschen an Marken binden” [Why people attach themselves to brands], Book, Cuvillier, Germany, 2012

Proksch, M “Why people attach themselves to brands”, Presentation, AKAD Leipzig, 2012

Proksch, M and Orth, U “For self, fun, or fear? Why people attach themselves to brands”, Conference Paper, Society of Consumer Psychology Conference Atlanta, 2011

Michael Proksch

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