Including Andreas Eisingerich on this year’s Best 40 Under 40 Professors list was a “no-brainer,” one of our editorial staff reviewers said. Considering the 39-year-old marketing professor from Imperial College Business School in London has wracked up more than 6,600 Google Scholar citations — including 5,100 in the past five years — the rest of us agreed. No-brainer, indeed. Besides his prolific research, which one nominator described as a “steady pipeline of journal publications,” Eisingerich also received about two-dozen nominations from faculty, staff, and administrators — all in overwhelming support of his inclusion on this year’s list.
“Andreas is a true hero in our school,” one nominator put it. “His teaching is beyond excellent, it serves as an inspiration to the rest of his faculty: Andreas has immaculate material, is extremely knowledgable about both the theory and the practice of his area, and is yet very friendly and approachable. The students love him for that, and it consistently shows in the awards and praise that he receives. On a research side, Andreas is a top performer as well: With a steady pipeline of journal publications and a recently published high-impact book, he helps to shape the agenda in his field.”
Besides teaching in marketing core courses across three different MBA programs at Imperial, Eisingerich is also the head of the Analytics, Marketing & Operations Department at Imperial College Business School. From the use of gamification to help people quit smoking to how consumers’ hope and anxiety can facilitate the adoption of new medicine to fight HIV/AIDS to the psychological drivers of demand for illegal wildlife products, Eisingerich’s research has covered many areas that have impact beyond business and into society.
“Andreas is one of the most inspiring teachers I’ve had in my 18 years of education,” another nominator said. “He shows an incredibly genuine interest in the opinions and background of his listeners – he often seems more impressed and excited by someone’s story than she or he is. It’s hard walking away from a chat with Andreas without a smile, without feeling a bit more positive towards the world; I have not experienced this with many other people, it’s his personal superpower.”
Andreas B. Eisingerich
Professor of Marketing, Head of Analytics, Marketing & Operations Department
Current age: 39
At current institution since what year? 2007
Education: Ph.D. University of Cambridge, MPhil University of Cambridge, BSc London School of Economics, IB Li Po Chun United World College
List of MBA courses you currently teach: FTMBA marketing core, WMBA marketing core, GMBA marketing core, FTMBA, WMBA, GMBA, EMBA brand management elective, FTMBA, WMBA, GMBA, EMBA consumer behavior elective, FTMBA internship reports and capstone
TELL US ABOUT YOUR LIFE AS A PROFESSOR
I knew I wanted to be a business school professor when… I opened up my Economics textbook back in high-school for the very first time. I fell in love with that book and read it for fun before going to bed.
What are you currently researching and what is the most significant discovery you’ve made from it?
I have been blessed to work with phenomenal people on a set of fascinating and challenging issues, including on how consumers fall in love with a brand, and how brands can sustain trust and consumer respect over time, the self-transcending benefits a brand may offer to people, how consumers’ hope and anxiety can facilitate the adoption of new medicine to fight HIV/AIDS and other new product offerings, how gamification can help people quit smoking, the psychological drivers of demand for illegal wildlife products, and how quick wit in social media enhances virality and firm value, among others. I am grateful I am allowed to keep learning from and with my wonderful co-authors every day.
If I weren’t a business school professor… I might consider writing children’s books. Children are the future.
What do you think makes you stand out as a professor?
I do not think anything in particular. I just feel grateful for the opportunity that I am given and never take it for granted why someone would want to spend their precious time sitting in my lectures.
One word that describes my first time teaching: Excited.
Here’s what I wish someone would’ve told me about being a business school professor: It’s the best job in the world.
Professor I most admire and why:
My co-authors are like family. Professor C. Whan Park and Professor Debbie MacInnis at the University of Southern California are even more than that. I truly admire them from the bottom of my heart. It is hard to fine more hard-working, humble, intelligent, creative, supportive, talented, brilliant, generous humans than Professor Park and Professor MacInnis. All the way from working together on Thanksgiving Day at USC, mice-infested offices, and to this day words cannot express what it means to me to be able to work with them on our projects together. A special note of thank you also has to go to my Ph.D. student Yu-Ting Lin for all shared, heartfelt hard work and journey, and my Ph.D. supervisor, Simon Bell. I still remember the very first time I entered his office and asked him to become my MPhil thesis supervisor. And his famous words to me as a Ph.D. student “every day that you do not work on research is a wasted day”. It all feels like yesterday.
What do you enjoy most about teaching business students?
Their inquisitive nature and willingness to learn.
What is most challenging?
I would not call it challenging but often students are trying to figure out what they want to do post-MBA. This can be a challenge but more of than not that’s a great opportunity to explore new opportunities together with them.
In one word, describe your favorite type of student: Motivated
In one word, describe your least favorite type of student: Arrogant
When it comes to grading, I think students would describe me as… Very tough but (hopefully) fair
LIFE OUTSIDE THE CLASSROOM
What are your hobbies?
My work; listening to music/reading on my way to work; walks
How will you spend your summer?
Hopefully on a revision of a wonderful research project I have been working on for over ten years now.
Favorite place(s) to vacation: Alps; Burgenland
“From Zero to one” by Peter Thiel. Concise and sharp; highly thought-provoking.
“Sapiens” by Yuval Noah Harari. Beautifully written and highly engaging; a story well-told.
“Propaganda” by Edward Bernays. One of the most impactful books written in the past 100 years.
“Faust, Part One” by Johann Wolfgang von Goethe. A masterpiece. Dr Faustu’s story is as relevant as ever.
“Meditationes” by Emperor Marcus Aurelius. On stoicism and taking oneself not too seriously.
And, finally, of course “Brand Admiration” by C. Whan Park and Debbie MacInnis 😊 – for anyone who is interested in building strong, meaningful consumer-brand relationships.
What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much?
Inception. The idea of a ‘dream in a dream’ is intriguing. And who does not like Leonardo DiCaprio? More seriously, it is fascinating that in a world of seeming plenty and vast opportunity “Attack on Titan” would become so popular and capture a generation’s Zeitgeist. Not for the faint of heart but I do admire how Isayama Hajime has dedicated his life to the story for the past ten years. I hope he can manage a truly outstanding ending to what has been a phenomenal journey – Isayamasan I am rooting for you!
What is your favorite type of music or artist(s) and why?
Franz Schubert’s Am Brunnen vor dem Tore; melancholic and bitter-sweet, yet simple and beautiful
THOUGHTS AND REFLECTIONS
If I had my way, the business school of the future would have much more of this… Willingness to take risks
In my opinion, companies and organizations today need to do a better job at… Empathy
I’m grateful for… Our health and every single day that I can wake up and work with my co-authors, meet highly motivated people who work hard to make the world a better place to live in one way or another.
Faculty, students, alumni, and/or administrators say:
“Andreas is an exceptional professor and teacher. He is engaged and engaging and always there for his students. He goes above and beyond to deliver a professional, but personal service. he also provides support to the alumni community, providing support and advice even when students have completed their studies.” – Student
“One of the best lectures I have ever attended was delivered by Mr. Andreas! He is always so enthusiastic in his classes, and his energy is infectious. He could be teaching any topic but his delivery makes them all so interesting with his examples & case studies. What’s unique about him is how his examples are so close to real life which is why he’s really able to make students understand the essence of the topic.” – Student
“Andreas is a true hero in our school. His teaching is beyond excellent, it serves as an inspiration to the rest of his faculty: Andreas has immaculate material, is extremely knowledgable about both the theory and the practice of his area, and is yet very friendly and approachable. The students love him for that, and it consistently shows in the awards and praise that he receives. On a research side, Andreas is a top performer as well: With a steady pipeline of journal publications and a recently published high-impact book, he helps to shape the agenda in his field. I can’t think of a better candidate for this distinction!”