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Personal profile

Personal information

Maren Becker is an Assistant Professor of Marketing. She received her doctoral degree from the University of Cologne in 2017. Prior to her PhD she has worked as a Senior Analyst and Consultant for a large market research company. She gained further work experience through several internships in different industries (e.g. at an NGO in Sao Paulo, the United Nations in New York, and the Volvo Car Cooperation in Cologne) and as a Research Assistant at the University of Ontario Institute of Technology in Canada.


Maren’s research focuses on advertising effectiveness, in particular on the impact of advertising content and different advertising channels on brand performance. Her work has been published in the Journal of Marketing and was featured in press outlets such as die Zeit, Markenartikel, and Harvard Business Manager.


  • Marketing Strategy
  • Master Thesis Supervision


  • Grimme-Research-Institution at the University of Cologne: Research grant on “Consumer Communication in Digital Media”, 2015
  • DFG Einzelprojekt (German Science Foundation): Research grant on “Advertising Content and Sales Response”, 2014

Prizes and Awards

  • Recipient of the “Dissertational Science Price” of the Markenverband e.V., 2017
  • Nominated for the AMA-Sheth Foundation Doctoral Consortium, 2015
  • Recipient of the "Best Thesis Award” of the University of Maastricht, 2010
  • Research Award Recipient of the University of Ontario Institute of Technology (UOIT), 2009

Ancillary activities

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Fingerprint Dive into the research topics where Maren Becker is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Authenticity Business & Economics
Marketing Business & Economics
Managers Business & Economics
Advertising effectiveness Business & Economics
Brand performance Business & Economics
Consumer behaviour Business & Economics
Literature review Business & Economics
Purchase decision Business & Economics

Research Output 2019 2019

Does It Pay to Be Real? Understanding Authenticity in TV Advertising

Becker, M., Wiegand, N. & Reinartz, W. J., 1 Jan 2019, In : Journal of Marketing. 83, 1, p. 24-50 27 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Consumer behaviour
Product characteristics
Literature review