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Maren is Assistant Professor of Marketing and Research Methods at ESCP Business School, Berlin Campus. Her research focuses on econometric modeling of marketing decisions, particularly advertising and its effectiveness. Maren’s work has been published in the Journal of MarketingJournal of Marketing Research, and International Journal of Research in Marketing and was featured in press outlets such as die ZeitMarkenartikel, and Harvard Business Manager.

Before joining the ESCP, Maren was an Assistant Professor at the Vrije Universiteit Amsterdam (VU). She obtained her doctoral degree at the University of Cologne, Germany in 2017. Prior to her PhD she has worked as a Senior Analyst and Consultant for a large market research company. She gained further practical experience in several industries during various internships (e.g., at the Permanent Mission of Germany to the UN in New York or at an NGO in Sao Paulo). Further was Maren a visiting scholar at the University of Texas at Dallas (UTD) in 2016.

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3 publications

Academic Articles

2022

BECKER, M., M. GIJSENBERG

Consistency and Commonality in Advertising Content: Helping or Hurting?

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING

Academic Articles

2020

BECKER, M., N. BRUCE, W. REINARTZ

Communicating Brands in Television Advertising

JOURNAL OF MARKETING RESEARCH, 57 (2), 236-56

Academic Articles

2019

BECKER, M., N. WIEGAND, W. REINARTZ

Does it pay to be real? Understanding authenticity in TV advertising

JOURNAL OF MARKETING, 83, (1), 24-50