Marc Becker (M.)

Recent publications

• Becker, M., de Jong, D., Briker, R., Mennens, K., Heller, J., Mahr, D., & Grewal, D. (2026). Using customized, conversational AI agents in leadership and management research: Benefits, practical illustrations, and best practices. Leadership Quarterly, 37(3), Article 101952. https://doi.org/10.1016/j.leaqua.2026.101952

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• Becker, M. (2026). Social AI agents in service: The new frontier. [Doctoral Thesis, Maastricht University]. Maastricht University. https://doi.org/10.26481/dis.20260205mb

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• Puzakova, M., Grinstein, A., & Becker, M. (2025). Do Robots Serve Brands' Socially Responsible Image? How Mixed Signals Shape Consumers' Brand Preference and Engagement. Journal of Interactive Marketing. Advance online publication. https://doi.org/10.1177/10949968251413529

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• Grewal, D., Guha, A., Satornino, C. B., & Becker, M. (2025). The Future of Marketing and Marketing Education. Journal of Marketing Education, 47(1), 61-77. https://doi.org/10.1177/02734753241269838

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• Mennens, K., Becker, M., Briker, R., Mahr, D., & Steins, M. (2025). I Care That You Don't Share: Confidentiality in Student-Robot Interactions. Journal of Service Research, 28(1), 57-77. https://doi.org/10.1177/10946705241295849

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• Grewal, D., Guha, A., & Becker, M. (2024). AI is Changing the World: For Better or for Worse? Journal of Macromarketing, 44(4), 870-882. https://doi.org/10.1177/02761467241254450

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• Grewal, D., Guha, A., & Becker, M. (2024). AI is Changing the World: Achieving the Promise, Minimizing the Peril. Journal of Macromarketing, 44(4), 936-947. https://doi.org/10.1177/02761467241289573

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• Steins, M., Becker, M., Odekerken-Schröder, G., Mathmann, F., Mahr, D., & Russell-Bennett, R. (2024). Do we think and feel Alike? field evidence on developing a shared reality when dealing with service robots. Journal of Business Research, 180, Article 114729. https://doi.org/10.1016/j.jbusres.2024.114729

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• Phillips, C., Becker, M., Odekerken-Schröder, G., & Mahr, D. (2024). Introducing the service robot innovation canvas. In L. Matosas-López (Ed.), The Impact of Digitalization on Current Marketing Strategies (pp. 97-115). Emerald Group Publishing Ltd.. https://doi.org/10.1108/978-1-83753-686-320241006

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• Holz, H. F., Becker, M., Blut, M., & Paluch, S. (2024). Eliminating customer experience pain points in complex customer journeys through smart service solutions. Psychology & Marketing, 41(3), 592-609. https://doi.org/10.1002/mar.21938

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