Prof. Dr. Kai-Markus Müller

Stationen

Kai-Markus Müller is Professor of Consumer Behavior at HFU Business School in Villingen-Schwenningen, Germany. A neuroscientist by training, he received his PhD from the International Max-Planck Research School. He conducted dissertation research in Bethesda, MD at the US government, specifically the National Institute of Mental Health, where he identified mechanisms of shape perception in the primate visual system using technologies such as neurophysiology, neuroinformatics, and psychophysics. Following his PhD, Kai worked as a pricing consultant with international strategy consultants Simon-Kucher & Partners.

In 2011, Kai founded the research agency The Neuromarketing Labs in greater Stuttgart, Germany. The Neuromarketing Labs apply brain scans in order to reveal how consumers think about prices, products and advertisements. Kai has invented NeuroPricing™ – a pricing tool measuring willingness-to-pay and modeling demand based on EEG brain scans. His work has been featured by Der Spiegel, Forbes, Businessweek, manager magazin, Süddeutsche Zeitung, ZDF, and many more.

He also wrote a book on the psychology of pricing and is a well-booked keynote speaker. Kai has published in a large variety of peer-reviewed academic journals as well as applied outlets such as Journal of Neuroscience, PNAS, PLoS ONE, Energy Policy, The Pricing Advisor, or Journal of Creating Value.
At HFU, Kai’s research focuses on pricing and predictions of consumer behavior using neuroscience and other large data sets. He teaches various elements of consumer behavior mainly revolving around statistics, psychology, market research, neuroeconomics, pricing strategy, and entrepreneurship.
 

CV

Since 09/17Professor of Consumer Behaviour, HFU Business School, Villingen-Schwenningen, Germany – Furtwangen University. Research focus: consumer neuroscience, predicting behavior, cognitive biases, behavioral pricing. Teaching consumer behavior, statistics, psychology, neuroeconomics, pricing and entrepreneurship.
Since 05/11Founder & CEO, The Neuromarketing Labs, Stuttgart, Germany. Founded high-tech research agency conducting brain scans and applying innovative research approaches from the cognitive neurosciences and from psychology to understand consumers and predict customer behavior.
03/17-08/17Adjunct Lecturer, Stuttgart Technology University of Applied Sciences, HFT Stuttgart, Stuttgart, Germany. Taught Consumer Research Methods
01/13-12/14Young Innovators Fellow, Entrepreneurship, University of Tübingen. Received state fellowship to establish consumer neuroscience research agency
11/11-10/12EXIST-Fellow, Entrepreneurship, University of Tübingen. Received federal fellowship to establish consumer neuroscience research agency
09/09-04/11Consultant, Simon-Kucher & Partners, Bonn, Germany. Strategic management consulting in the pharmaceutical and medical device industry. Focus on pricing, marketing and market research
03/05-07/10PhD – Neural & Behavioural Sciences (Dr. rer. nat.). International Max-Planck Research School Tübingen. Studied and published on neural mechanisms of visual adaptation to complex figures
05/09-07/09Junior Consultant, Prof. Homburg & Partner, Mannheim. Strategic management consulting; investment decision and market potential estimation for pharmaceuticals; proposing and selling projects
03/05-03/09Dissertation research at the National Institute of Mental Health in Bethesda MD. Investigated neural mechanisms of visual adaptation to complex figures using approaches suc as neuroinformatics, primate neurophysiology, psychophysics
08/06Neuroinformatics, Marine Biological Laboratory, Woods Hole MA. Studied analysis of neural data in world-class summer program
10/99-08/05Master of Science (Diplom), Psychology; University of Tübingen. Focused on organizational psychology, cognitive psychology, biopsychology, and research methods
04/02-02/05Philosophikum, University of Tübingen (subsidiary program in philosophy). Focused on philosophy of science
10/02-10/04Master of Science, Neural and Behavioural Sciences; International Max-Planck Research School Tübingen. Focused on psychophysics and neuroimaging
10/97-06/99Associate degree, IHK Rems-Murr, Construction Drawing

Publikationen

Müller, Kai-Markus

2018 | 2017 | 2016 | 2015 | 2013 | 2012 | 2010 | 2009 | 2008 | 2007 | 2005 | 2004 | 2003

2018

EFF[FACT]IVE PRINT

2017

Peter Kurz, Nathalie Liegel, Kai-Markus Müller, Maximilian RauschChoice Based Conjoint and NeuroPricing
Maximilian Rausch, Peter Kurz, Nathalie Liegel, Kai-Markus MüllerChoice-Based Conjoint and NeuroPricing: Combining the Best of Two Worlds
Hirak Parikh, Davide Baldo, Kai-Markus MüllerPricing
Jörn Kretschmer, Paul D. Docherty, Bernhard Laufer, Knut MöllerThe effect of measurement error on the hierarchical identification of a gas exchange model

2016

D. Hoefer, Marina Handel, Kai-Markus Müller, T. R. HammerElectroencephalographic study showing that tactilestimulation by fabrics of different qualities elicit gradedevent-related potentials
Marina Handel, Kai-Markus MüllerEmotionen messen – Werbung verstehen – Marketingerfolg vorhersagen?
Eva Poland, Tobias Donner, Kai-Markus Müller, David A. Leopold, Melanie WilkeNeural variability related to subjective percept in area V4 and the pulvinar
Kai-Markus MüllerNeuroPricing® – willingness to pay for single products testing of large product portfolios
Carsten Herbes, Christian Friege, Davide Baldo, Kai-Markus MüllerNeurowissenschaftliche Methoden zur Analyse der Zahlungsbereitschaft von Grünstrom-Kunden
Carsten Herbes, Christian Friege, Kai-Markus MüllerZahlungsbereitschaft für Erneuerbare Energien: Mit neurowissenschaftlichen Methoden zu besseren Ergebnissen

2015

Davide Baldo, Hirak Parikh, Yvonne Piu, Kai-Markus MüllerBrain Waves Predict Success of New Fashion Products: A Practical Application for the Footwear Retailing Industry
Kai-Markus Müller, Davide BaldoMethod to determine willingness-to-pay
Eva Poland, Tobias Donner, David A. Leopold, Kai-Markus Müller, Melanie WilkeVariability of spiking responses varies with perceptual visibility in V4, but not in pulvinar
Kai-Markus MüllerWhat does it mean to start a neuroscience business?
Carsten Herbes, Christian Friege, Davide Baldo, Kai-Markus MüllerWillingness to pay lip service? Applying a neuroscience-based method to WTP for green electricity

2013

Kai-Markus MüllerNeuroPricing: Wie das Gehirn Kaufentscheidungen trifft!

2012

Kai-Markus MüllerNeuroPricing : Wie Kunden über Preise denken

2010

Kai-Markus MüllerNeural mechanisms of visual adaptation to complex figures

2009

Kai-Markus Müller, Frieder Schillinger, David H. Do, David A. LeopoldDissociable Perceptual Effects of Visual Adaptation
Melanie Wilke, Kai-Markus Müller, David A. LeopoldNeural activity in the visual thalamus reflects perceptual suppression
Kai-Markus Müller, Melanie Wilke, David A. LeopoldVisual adaptation to convexity in macaque area V4

2008

Kai-Markus Müller, David H. Do, David A. LeopoldIndependent measures of adaptation and aftereffect

2007

Kai-Markus MüllerAcquiring Visual Object Expertise: Reorganization in the Ventral Path
Melanie Wilke, Kai-Markus Müller, David A. LeopoldNeuronal underpinnings of subjective visibility
Melanie Wilke, Kai-Markus Müller, David A. LeopoldNeuronal underpinnings of subjective visibility
Vaidehi Natu, Kai-Markus Müller, Fang Jiang, Alice O'TooleTransfer of adaptation after-effects between simple visual forms and faces

2005

Kai-Markus MüllerDifferenzielle Effekte bei visuellen figuralen Nachwirkungen induziert durch optisch und haptisch homologe Adaptationsparadigmen: Indizien für Modalitätsdissoziation
Allen Osman, Kai-Markus Müller, Peter Syre, Brain RussParadoxical lateralization of brain potentials during imagined foot movements
Kai-Markus Müller, Marc O. Ernst, David A. LeopoldSimple stimulus metrics vs. Gestalt in high-level aftereffects
David A. Leopold, Gillian Rhodes, Kai-Markus Müller, Linda JefferyThe dynamics of visual adaptation to faces
David A. Leopold, Gillian Rhodes, Kai-Markus Müller, Linda JefferyThe dynamics of visual adaptation to faces

2004

Allen Osman, Kai-Markus Müller, Peter Syre, Brian RussParadoxical lateralization during imagined foot movements: ERP Evidence for Motor Cortex Activation
Kai-Markus Müller, David A. LeopoldTime course of the face identity aftereffect

2003

Allen Osman, Kai-Markus Müller, Peter Syre, Brian RussParadoxical lateralization during imagined foot movements