Prof. Dr. David Finken

David Finken joined the TUM School of Management (Munich Campus) in December 2025. Before that, he was a postdoctoral researcher at ETH Zürich, where he still holds a scientific affiliation. He earned his PhD from the University of Lucerne in 2023 and has been a visiting researcher at the University of Michigan and INSEAD. Prior to his academic career, David worked as a management consultant and held roles in sales and strategy, and he (co-)founded several research initiatives with industry.

• Experimental research using online, field, and laboratory designs
• Effects of augmented reality on product perception and consumer experience
• Individual and team interactions in virtual reality environments
• Self- and other-perceptions in the use of AI tools and AI-based companions
• Consumer and managerial perceptions of generative AI technologies

• Best Paper of Conference & Track (Consumer Behavior) Award, 2026 Winter AMA
• Wübben Science Foundation, Fellow (2025)
• Best Dissertation Award, International Trends Conference in Marketing (2025)
• Best Dissertation Award, EMAC–Enginius (2024)
• Best Dissertation Award, University of Lucerne (2024)
• AMA–Sheth Foundation, Fellow (2023)

• Uysal, E., Finken, D., Krämer, M., Alavi, S., Jun, Y., & Schendzielarz, D. (2025). Virtually Mine: Understanding Consumer Responses to Virtual Reality Product Presentations. Journal of Retailing, forthcoming.
• Finken, D., Döring, T., & Hofstetter, R. (2025). Fragile Permanence: How NFTs Shape Perceptions of Artistic Identity and Value. Journal of the Association for Consumer Research, 10(2), 137–152.
• Javornik, A., Godwin, E., Marder, B., Duffy, K., Alexander, B., Benko, A., … & Finken, D. (2025). The Virtual You: Exploring Mental Well-Being Through Online Representations.
• Finken, D. (2024). Psychological Distance. In Elgar Encyclopedia of Consumer Behavior (pp. 263–267). Edward Elgar Publishing.
• Finken, D., & Scheurer, T. (2022). Rethinking Value Creation in Brick-and-Mortar Retailing. Marketing Review St. Gallen, 39(6), 56–65.