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Prof. Dr. Jana Möller-Herm


Freie Universität Berlin

Marketing Department

Assistant Professor

Arnimallee 11
Room 111
14195 Berlin

Office hours

For current consultation hours, please see here.



06/2013: Ph.D., Marketing, Freie Universität Berlin, Thesis title: Brand Perception

02/2007:  M.A. (Magister Artium), Media and Communication Studies (First Major) and Business Administration (Second Major), Freie Universität Berlin

07/2003: Certificate in Managment, Unitec Auckland, New Zealand

Academic Positions

since 02/2016: Assistant Professor of Marketing with a focus on Market Communication

07/2011 - 01/2016: Research Assistant, Freie Universität Berlin, Marketing-Department

09/2009 - 06/2011: Research Assistant, Kellogg School of Management, Northwestern University, Marketing-Department

12/2006 - 07/2013: Assistant Editor of jbm (Journal of Business Market Managment)

07/2007 - 08/2009:  Research Assistant, Freie Universität Berlin, Marketing-Department

10/2004 - 02/2007: Student Assistant, Freie Universität Berlin, Marketing-Department

Awards & Scholarships

2021: Frontlines in Crisis Research Competition Award
Research Award granted by the „Organizational Frontlines Interest Group“ and the “Journal of Service Research” for her research on “Curbing C2C Misbehavior Contagion,” together with co- author Ilias Danatzis (King’s College London)

seit 10/2014: Selected Member of ProFiL-Program

09/2009 - 06/2010: DAAD (German Academic Exchange Service) Scholarship for Exchange Visit at Northwestern University

07/2007 - 06/2010: Elsa-Neumann Doctoral Scholarship of the German Federal Land Berlin

07/2008: DFG (German Research Foundation) Funding for Summer School Program at the University of Michigan

05/2004: Award for Excellence in Management of the School of Management and Entrepreneurship, Unitec Auckland, New Zealand

Teaching Experience

Undergraduate Courses

- Marketing Planning (Marketingplanung)

- Business- and Services Marketing (Business- und Dienstleistungsmarketing)

- Research Seminar (Forschungsseminar)

Graduate Courses

- Buyer Behavior and Marketing Communications (Käuferverhalten und Marketingkommunikation)

- Branding & Design (Markenführung und Design)

- Principles of Empirical Research (Grundlagen der empirischen Forschung) 

- Quantitative Research Methods II (Quantitative Forschungsmethoden II)

- Research Seminar (Forschungsseminar)

Research programs

I Sustainable innovations

  • Green entrepreneurship
  • Green technology adoption & diffusion
  • Green marketing & green de-marketing

II Crisis response management

  • Reputation management
  • Branding in times of a brand's crisis
  • Emotions in crisis communication 

III Customer misbehavior

  • Nature and typology of customer misbehavior
  • Virality of customer-to-customer misbehavior
  • Prevention and intervention measures of customer-to-customer misbehavior

Publications by Jana Möller-Herm (nee Möller)

Jana Möller-Herm on ResearchGate

Jana Möller-Herm on GoogleScholar

Articles in Refereed Journals

Danatzis, Ilias, Jana Möller-Herm & Steffen Herm (2024), Curbing Customer-to-Customer Misbehavior Contagion in the Sharing Economy, Journal of Business Researchhttps://authors.elsevier.com/sd/article/S0148-2963(23)00819-6

Danatzis, Ilias & Jana Möller-Herm (2023), Stopping the Spread: How Blame Attributions Drive C2C Misbehavior Contagion and What Frontline Employees Can Do to Curb It, Journal of Service Researchhttps://doi.org/10.1177/10946705221150441

Möller, Jana & Steffen Herm (2021), Perceptions of Green User Entrepreneurs’ Performance – Is Sustainability an Asset or a Liability for Innovators?, Sustainability, 13(6), 3580. https://doi.org/10.3390/su13063580.

Auschra, Carolin, Jana Möller, Olivier Berthod, Yulia Mazheika & Peter Borusiak (2020). Befundergebnisse verständlich vermitteln – Eine randomisiert-kontrollierte Studie zur Wortwahl in der Ärzt*innen-Patient*innen-Kommunikation, Zeitschrift fuer Evidenz, Fortbildung und Qualität im Gesundheitswesen. https://doi.org/10.1016/j.zefq.2020.07.007.

Danatzis, Ilias, Jana Möller & Christine Mathies (2020). We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service, SMR - Journal of Service Management Research, 4(2-3), 84-99.

Fonferek, Katharina-Maria, Michael Kleinaltenkamp & Jana Möller (2019), Customer Engagement in the Process of Service Provision, SMR - Journal of Service Management Research, 3 (1), 12-23.

Steffen Herm & Jana Möller (2014), Brand Identification by Product Design - The Impact of Evaluation Mode and Familiarity, Psychology&Marketing, 31 (12), 1084-1095.

Möller, Jana & Steffen Herm (2013), Shaping Retail Brand Personality Perceptions by Bodily Experiences, Journal of Retailing, 89, 438–446.

Möller, Jana & Martin Eisend (2010), A Global Investigation into the Cultural and Individual Antecedents of Banner Advertising Effectiveness, Journal of International Marketing, 18 (2), 80-98.

Eisend, Martin & Jana Möller (2007), The Influence of TV Viewing on Consumers’ Body Images and Related Consumption Behavior, Marketing Letters, 18 (1-2), 101-116.

Articles in Refereed Conference Proceedings

Wache, Catalina, Jana Möller, Alexander Mafael, Viktoria Daumke, Brenda Fetahi and Nora Melcher (2022), Do Not Buy Our Product – Consumers’ Responses Towards Green-Demarketing Ad Messages. in: Proceedings of the AMS (American Marketing Science) Conference 2021.

Danatzis, Ilias & Jana Möller (2022), Stopping the Spread: The Role of Blame Attributions and Service Provider Measures in Curbing C2C Misbehavior Contagion. in: Proceedings of the AMS (American Marketing Science) Conference 2021.

Möller, Jana, Sabrina Gottschalk & Alexander Mafael (2020). Examining Online Review Posting Preferences, Proceedings of the Association for Consumer Research North American Conference (ACR), Chicago, USA

Gottschalk, Sabrina, Mafael, Alexander & Jana Möller (2019), To post or not to post – Understanding differences in online review posting behavior, in: Proceedings of the 48th EMAC Conference, Hamburg, Germany.

Gottschalk, Sabrina, Jana Möller & Alexander Mafael (2018), The Impact of Online Review Dispersion on Intention to Post, in: Proceedings of the 47th EMAC Conference, Glasgow, UK.

Herm, Steffen, Hans-Markus Callsen-Bracker, Jana Möller & Henning Kreis (2014), The Judge Principle: A New Paradigm for Information Aggregation in Crowdsourcing Processes, in: Proceedings of the 43nd EMAC Conference, Valencia, Spain.

Herm, Steffen, Jana Möller & Klaus Heine (2014), Endorser’s Body Posture as an Antecedent of (Luxury) Brand Personality Perception, in: Proceedings of the Global Marketing Conference, Singapur.

Brendl, C. Miguel, Vincent Nijs, Eva Walther & Jana Möller (2013), Specific Counter-Conditioning of Brand Attitudes, Proceedings of the Association for Consumer Research North American Conference (ACR), Chicago, USA.

Herm, Steffen & Jana Möller (2013), Brand Identification by Product Design in Different Evaluation Modes, in: Karaosmanolu, Elif & A. Ban (Eds.): Proceedings of the 42nd EMAC Conference „Lost in Translation – Marketing in an Interconnected World”, Istanbul, Turkey.

Herm, Steffen & Jana Möller (2012), Measuring Consumer Confusion Evoked by Design Copycats: The Influence of Evaluation Mode, Proceedings of the Summer Marketing Educators' Conference, American Marketing Association (AMA), Chicago, USA.

Möller, Jana (2012), How Projection Biases Advertiser’s Ad Effectiveness Prediction, Proceedings of the TUB-ITÜ Joint Conference, Berlin, Germany.

Möller, Jana & Steffen Herm (2011), What Makes a Brand Exciting? The Role of Embodiment in Brand Personality Interpretation, Proceedings of the Summer Marketing Educators' Conference, American Marketing Association (AMA), San Francisco, USA.

Herm, Steffen & Jana Möller (2010), When Things Go Wrong Don’t Rely on Committed Consumers: Effects of Delayed Product Launches on Brand Trust in a Global Environment, Proceedings of the Global Marketing Conference, Tokyo, Japan.

Möller, Jana & Steffen Herm (2010), Your Ad Shall Get Your Target, Not You: Perceptual Biases of Persuasion Agents, Proceedings of the 39th EMAC Conference, Copenhagen, Denmark.

Herm, Steffen & Jana Möller (2010), Too Late, or Just Later than Announced? Effects on Brand Trust by Delaying Product Introductions in Competitive Situations, Proceedings of the AMA Winter Educators' Conference, New Orleans, USA.

Möller, Jana (2009), The Risk of Service Ineffectiveness due to Value Co-Creation, Proceedings of The Naples Forum on Service: Service-Dominant Logic, Service Science, and Network Theory, Capri, Italy.

Möller, Jana & Martin Eisend (2008), The Impact of Culture on Attitude towards Web Advertising, Proceedings of the 7th International Conference on Research in Advertising, Antwerp, Belgium.

Schuchert-Güler, Pakize, Jana Möller, Kathrin Hahn & Martin Eisend (2006), Explaining the Impact of Salespersons’ Ingratiatory Behavior on Customers: An Attribution Approach, Proceedings of the IFSAM VIIIth World Congress, Berlin, Germany.

Eisend, Martin, Jana Möller & Pakize Schuchert-Güler (2006), Salespeople’s Ingratiatory Behavior and Customers’ Attributions: Effects of Purchase Situation, Sales Commission, and Cognitive Capacity, Proceedings of the 35th EMAC Conference, Athens, Greece.

Book Chapters

Herm, Steffen, Jana Möller-Herm, Catlina Wache & Alexander Mafael (2023). Please Do Not Buy Our Brand—How Consumers Respond to Green-Demarketing Messages. In: Redler, J., Schmidt, H.J., Baumgarth, C. (eds) Forum Markenforschung 2021. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-39568-1_6

Herm, Steffen & Jana Möller (2018), Polarisierende Marketingkommunikation. In: HTW Berlin, Beiträge und Positionen, Schriften der Hochschule für Technik und Wirtschaft Berlin, BWV Berliner Wissenschafts-Verlag, Berlin.

Herm, Steffen & Jana Möller (2013), Branding by Product Design. In: HTW Berlin, Knaut, Matthias, Zukunft Wirtschaft. Beiträge und Positionen 2013, Schriften der Hochschule für Technik und Wirtschaft Berlin, S. 160-165, BWV Berliner Wissenschafts-Verlag, Berlin.

Articles in National Journals

Herm, Steffen & Jana Möller (2016), Das EU-Bio-Logo: Eine Kontrolle seiner Wirkung nach fünf Jahren Marktpräsenz, PraxisWISSEN – German Journal of Marketing, 66-78.

Schießl, Michael, Andreas Thölke, Jana Möller & Sabrina Duda (2007), Eye Tracking – Die Kunst des Augenblickes, Dokumentation Publikumszeitschriften, Wie Werbung wirkt, Band 1, Berlin, 02/2007.