Research

• Consumer Judgements and Decisions
• Materiality and Digitality
• Branding and Brand Management
• Marketing Communications
• Empirical Philosophy
• Blockchain Marketing
• Sustainability Marketing

Fritze, M. P., Lamberton, C., and Puntoni, S. (2025) Non-Fungible Tokens in Retailing: Sources of Value and Strategic Implications. Journal of Retailing.

Fritze, M. P., Völckner, F., & Melnyk, V. (2024). Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags. Journal of Marketing, 88(4), 22–39.

Hofstetter, R., Fritze, M. P., & Lamberton, C. (2024). Beyond Scarcity: A Social Value-Based Lens for NFT Pricing. Journal of Consumer Research, 51(1), 140–150.

Fritze, M. P., Marchand, A., Eisingerich, A. B., & Benkenstein, M. (2020). Access-Based Services as Substitutes for Material Possessions: The Role of Psychological Ownership. Journal of Service Research, 23(3), 368–385.

Eisingerich, A. B., Marchand, A., Fritze, M. P., & Dong, L. (2019). Hook vs. Hope: How to Enhance Customer Engagement Through Gamification. International Journal of Research in Marketing, 36(2), 200–215.

Google Scholar

• Why do consumers repeatedly fall for discounts – and what drives this behavior? In an article published in the Frankfurter Allgemeine Sonntagszeitung, Prof. Dr. Martin P. Fritze shares insights from consumer behavior research to explain the psychology behind bargain hunting – and how consumers can make more conscious decisions.
• What do plogging, flinking, and bobbing have in common? They're all terms that marketers and policymakers created to get people to adopt certain behaviors. Tune in to the podcast on Spotify, in which host Sara Dommer (Penn State University) interviews Martin P. Fritze (University of Munich) and Valentyna Melnyk (University of New South Wales) about the fascinating findings of a new Journal of Marketing study showing how coining a new term can prompt specific actions.