Dr. Michael Proksch

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Dr. Michael ProkschDr. Michael Proksch ist der Erfinder des Namens mallia und hat die Marketingidee des natürlichen Zirkeltrainings grundlegend eingebracht. Design und Carakter der mallia-Geräte tragen seine Handschrift.
Autor des Buches „Warum sich Menschen an Marken binden

Who is Michael Proksch?

I am researcher in and very passionate about the area of consumer psychology. Since my study in Business Administration at the University of Leipzig (in Germany) I am fascinated by the mystery of the psychology of consumers. Why do we buy products and brands? Why do we donate money for a special charity and not the other one? Why do we help other people? I have always been trying to explain the world for myself and finally found a way to that. After working in industry as a consultant I went back to university to make my PhD in the area of marketing and consumer psychology and get the chance to dig deeper in the topic. I am actually international researcher and lecturer for marketing in Australia, Singapore and Germany. I am proud to work with friends, colleagues and customers around the world. Thank you so much for your support!



31 years old Hometown: Leipzig, Germany Favorite Cities: Singapore, Stockholm, Nürnberg, Atlanta INTERESTS – Cycling & Running – Traveling – Research in the area of consumer helping behavior PROFESSIONAL RESEARCH BACKGROUND 2014-… / Director (Charity Research Institute, Germany) 2011-… / Director of Research (Social Media Competence Center, Germany) 2013-2014 / Lecturer at the University of Adelaide (Australia), Lecturer at the Ngee Ann University (Singapore) 2009-2013 / Researcher, Lecturer & Consultant at the Christian-Albrechts-University of Kiel, 2010-2012 / Lecturer & Consultant at the Applied University of Kiel, Business Consultant for different industries, ministries and public organizations ACADEMIC PhD in Marketing (Dr.) M.A., B.A, Business Admin. (Dipl.-Kfm.)


Ewer, M, Veale, R, Quester, P, Proksch, M, “Virtual World, Real Engagement: Building Brand Attachment via Hosted Brand Community Online Events, Conference Paper, 16th World Marketing Congress in Melbourne, 2013

Proksch, M, Orth, U, and Bethge, F, “Disentangling the Influence of Attachment Anxiety and Attachment Security in Consumer Formation of Attachments to Brands”, Journal article, Journal of Consumer Behaviour (in Press)

McIntosh, D, Veale, R, and Proksch, M “Investigating the Influences of Country of Origin and Word of Mouth through Social Media on Consumer Expectations of Service Quality”, Conference Paper, ANZMAC in Adelaide, 2013

Veale, R, Quester, P, and Proksch, M “How do country of origin, closure type and label style affect purchase decisions?”, Journal article, Grape Grower and Winemaker, 2013

Proksch, M “Warum sich Menschen an Marken binden” [Why people attach themselves to brands], Book, Cuvillier, Germany, 2012

Proksch, M “Why people attach themselves to brands”, Presentation, AKAD Leipzig, 2012

Proksch, M and Orth, U “For self, fun, or fear? Why people attach themselves to brands”, Conference paper, Society of Consumer Psychology Conference Atlanta, 2011