Anika has received a Research Master (specialization Marketing, 2015) and Ph.D. in Marketing (2019) from Maastricht University (The Netherlands). During her doctoral studies she has spent 10 months at the University of Arizona (USA). Before joining GEM in September 2020, Anika has been an Assistant Professor at the University of Groningen (The Netherlands). Anika’s research interests include consumer psychology and social influence (e.g. caregiving). She is especially passionate about transformative consumer research topics. Her work has been published in the Journal of Consumer Psychology, the International Journal of Research in Marketing, the Journal of Business Ethics, and has been presented at several international marketing conferences.
- Consumer Behavior
- Experimental Design
- Morality
- Social Influence
- Transformative Consumer Research
- Schumacher A., El Halabi M., 2025.How technology use in care contexts shapes inferences about vulnerable consumers’ level of dependencyPsychology and Marketing, 42, 9: 2388-2400
- Schumacher A., Goukens C., Geyskens K., Nielsen J., 2025.Revisiting surprise appeals: How surprise labeling curtails consumptionJournal of Consumer Psychology, 35, 2: 238-259
- Schumacher A., Mai R., 2024.Organizational Top Dog (vs. Underdog) Narratives Increase the Punishment of Corporate Moral Transgressions: When Dominance is a Liability and Prestige is an AssetJournal of Business Ethics (The), 194, 1: 19–36Although company narratives frequently emphasize impressive sales numbers and market lead-ership, such an organizational “top dog” narrative can backfire when companies are accused of engaging in unethical conduct. This research demonstrates, through a series of nine (N = 3872) experimental studies, that an organizational top dog (vs. underdog) narrative increases the in-tended punishment of company moral transgressions but not non-moral transgressions. Such differences in intended punishment emerge because observers infer that organizations with a top dog narrative use predominantly dominance-based strategies to achieve their status, whereas companies with an underdog narrative are less likely perceived as employing such strategies. We provide preliminary evidence that a debiasing intervention decreases the harsher punish-ment of organizations with a top dog narrative but does not affect the punishment of organiza-tions with an underdog narrative.
- Schumacher A., Lane K., Watson J., 2024.Focused on Functionality? How Caregivers Choose Products for Vulnerable OthersAssociation of Consumer Research Conference, Association for Consumer Research, Paris, France
- Rademacher L., Schumacher A., Goukens C., Polman E., 2024.Individual Differences in Faith in Intuition Are Associated With Pre-Decisional Information DistortionAssociation of Consumer Research Conference, Association for Consumer Research, Paris, France
- Schumacher A., Garcia-Rada X., Liu P., 2024.Caregiving Responsibilities Discourage Leisure ConsumptionSociety for Consumer Psychology Annual Conference, Society for ConsumerPsychology, Nashville, United States of America
- Schumacher A., Lane K., Watson J., 2024.Focused on Functionality: How Caregivers Choose Products for Vulnerable OthersSociety for Consumer Psychology Annual Conference, Society For Consumer Psychology, Nashville, United States of America
- Schumacher A., Micheli L., 2024.Anticipated scarcity and stockpiling during the COVID-19 pandemic: The role of perceived threat, childhood SES and materialismPLOS One, 19, 3: e0294497.
- Schumacher A., Garcia-Rada X., 2023.Caregiving Responsibilities Discourage Leisure ConsumptionAssociation of Consumer Research Conference 2023, Association for Consumer Research, Seattle, United States of America
- Rademacher L., Schumacher A., Goukens C., Polman E., 2023.Individual Differences in Faith in Intuition Are Associated With Pre-Decisional Information DistortionEuropean Association of Consumer Research Conference, Association for Consumer Research, Amsterdam, Netherlands
