Research

Broadly, my research is motivated by research questions that lie at the intersection of consumer behavior and marketing strategy. Specifically, I take a consumer-centered perspective while engaging with questions of strategic relevance, using insights about individuals to inform firm-level decisions. This perspective has led me to adopt a mixed-methods approach that combines experimental and econometric techniques to identify causal mechanisms and assess their marketplace implications. I apply this approach primarily to sustainability, examining how consumers, investors, and other stakeholders respond to firms’ actions and how these responses shape effective marketing strategy. In addition, I am working on two expanding research streams on financial decision making and sports marketing.

• Schnabel, Lukas*, Setareh Heidari, Stefan J. Hock, and Sascha Raithel, “The Impact of Voluntary Carbon Goal Announcements on Stock Returns”, Management Science (forthcoming; Job Market Paper).

• Schnabel, Lukas*, Stefan J. Hock, and Christina Kan, “Price Perceptions” (abbreviated title), under review at Marketing Letters.

• Schnabel, Lukas*, Setareh Heidari, Stefan J. Hock, and Sascha Raithel, “Championship Wins and Firm Performance” (abbreviated title), event study completed, data collection for supporting regression studies in progress, Target Journal: Journal of Marketing.

• Schnabel, Lukas*, Setareh Heidari, Stefan J. Hock, and Sascha Raithel, “The Impact of Rescinded and Failed Carbon Goals on Stock Returns”, data collection in progress, Target Journal: Marketing Science.

• Schnabel, Lukas* and Stefan J. Hock, “The Impact of Ingredient Purpose Disclosures on Purchasing Behavior: The Role of Perceived Company CSR”, data collection in progress (4 studies completed, data collection for additional studies in progress), Target Journal: Journal of the Association for Consumer Research.

• Schnabel, Lukas* and Stefan J. Hock (2026), “The Impact of Ingredient Purpose Disclosures on Consumers’ Purchasing Behavior” Working Paper Presentation at Society of Consumer Psychology (SCP) Annual Conference 2026, San Diego, California 

• Schnabel, Lukas* and Stefan J. Hock (2024), “The Impact of Ingredient Purpose Disclosures on Purchasing Behavior: The Role of Perceived Company CSR,” Working Paper Presentation at Association for Consumer Research (ACR) Annual Conference 2024, Paris, France

Dr. Stefan Hock, Spring 2026, Fall 2025, Fall 2024, Spring 2024, Fall 2023, Fall 2022

Dr. Kelly Herd, Spring 2025

Dr. Christina Kan, Spring 2023