Bio

Klemens Knöferle is Professor of Marketing at BI Norwegian Business School. He received his PhD from the University of St. Gallen and has worked as a postdoc at Oxford University and as a visiting researcher at the University of Michigan.
In his research, Klemens focuses on three main areas: (multi-)sensory marketing, the effects of retail and dining environments on consumers, and social cognition in consumer behavior. Overall, his research aims to contribute to a better understanding of consumers, enhance consumer well-being, and help marketers design better products, stores, and experiences.
Klemens' research has been published in journals such as International Journal of Research in Marketing, Journal of Experimental Psychology, Journal of Retailing, Scientific Reports, and Psychonomic Bulletin & Review. He teaches consumer behavior, marketing communication, and research methodology on BSc, MSc, and PhD level. Building on his research expertise, he also consults international companies in various industries (e.g., food, automotive, retailing, consumer electronics, appliances).

Abstract:

Physical pain influences consumer conformity by activating a self-protective mechanism. Across five studies, we demonstrate that individuals in pain are more likely to follow the majority. This effect persists across medical, lab, and online settings. A reflection task reduces conformity under pain, highlighting ethical implications for consumer autonomy and marketing.