Dr Bodo Lang

PhD, MCom (First Class Honours), CTT (Certified Tertiary Teacher)

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Ass. Dean External Engagement



Bodo’s career is a blend of experience from both the commercial and academic sectors.

His commercial career began in Germany in advertising, after which he worked as a management consultant in New Zealand for Deloitte Consulting, a global consulting firm. Following this, Bodo held a senior management position in Singapore at NFO WorldGroup, at the time the world's third largest market research firm.

The other half of Bodo’s career has been in academia. Bodo worked as a Senior Lecturer and Academic Director (Head of Department) at the Manukau Institute of Technology, and as a Lecturer, Senior Lecturer, Deputy Head of Department, and until recently as Head of Department in marketing at the University of Auckland. Bodo has been a Visiting Scholar at the Daniels College of Business, University of Denver (USA), the Marketing Center Münster, University of Münster (Germany), and the Hamburg Business School, University of Hamburg (Germany).


Due to Bodo’s industry background with global leaders in advertising, market research and management consulting, his research focuses on the intersection of academic rigour and practical relevance. As a result, his research has high impact and is highly cited. Bodo’s research has more than 1900 citations on Google Scholar and his hg index, a measure of research impact, places him in the 97th percentile of marketing Associate Professors at the top universities in Australia, Canada, New Zealand, the UK, and the USA and nearly in the 75% percentile of full marketing Professors (Soutar et al., 2015). Individually and as part of research teams, Bodo has attracted 23 internal and external research grants with a total value in excess of $2.7 Million. Bodo has received four awards for his research.

To date Bodo’s research has been published in a wide range of highly-ranked journals, such as Advances in Consumer Research, Appetite, Australasian Marketing Journal, Food Quality and Preference, International Journal of Bank Marketing, Internet Research, Managing Service Quality, Journal of Advertising, Journal of Business Research, Journal of Consumer Behaviour, Journal of Consumer Marketing, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Journal of Nonprofit & Public Sector Marketing, Journal of Service Management, Journal of Retailing and Consumer Services, and Young Consumers.

His cross-disciplinary research has appeared in journals, such as Asia Pacific Journal of Public Health, New Zealand Medical Journal, and Obesity (SJR Q1 ranked, h index 190). Bodo is a member of the Centre for Addiction Research run by the Faculty of Medical and Health Sciences (https://cfar.blogs.auckland.ac.nz/).


Bodo is a passionate teacher. He has received two teaching awards and has sustained excellence for nearly two decades of teaching. Using the key indicator of teaching quality (e.g. “Overall, the lecturer was an effective teacher”), the mean of his teaching quality across his undergraduate, postgraduate and executive teaching from 2011-2021 is 4.77 (out of 5) and the proportion of students who Agree + Strongly Agree is 97.8%.

Postgraduate supervision

Bodo particularly enjoys supervising postgraduate students. He has successfully completed 25 postgraduate supervisions and he is currently supervising multiple PhD and Master's students. He welcomes applications from high-quality postgraduate candidates (e.g. GPA > 7) in one of the research and supervision areas outlined below.

External engagement

Bodo's research has featured in numerous trade publications and he has presented his work at a variety of international conferences. He is a frequent guest speaker outside the university and his research and commentary regularly feature in all major print and broadcast media. He is one of the University’s most invited contributors to media, having reached more than 1,000 media engagements.


Bodo also has a busy life outside of work, where he races both mountain bikes and road bikes. He has won the Auckland Mountainbike Championships seven times in his age group, came third at the New Zealand Mountainbike Marathon championships, is a former New Zealand Mountainbike Marathon champion in his age group and he has raced from Wellington to Auckland on a road bike amongst other things. He has won bronze medals in both road cycling and mountainbiking at the World Master’s Games. He has also tried his feet at running, with a marathon and a few half marathons under his belt. Tragically, and much to his frustration, he is getting slower. But only very slowly.

Research | Current

For a summary of Bodo's research interests, see the section "Areas of Expertise" below.

Bodo's latest publications include:


Lang, B., Kemper, J., Dolan, R., Northey, G. “Why do consumers become providers? Self-determination in the sharing economy”. accepted at Journal of Service Theory and Practice,  DOI: 10.1108/JSTP-09-2020-0220  [ABDC A ranked]


Septianto, F, Bandyopadhyay, A., Nallaperuma, K., Lang, B., “Emotional Cues’ Effects on Grotesque Advertising”, accepted at Australasian Marketing Journal [ABDC A ranked]


Truong, V.A., Lang, B., Conroy, D., “When food governance matters to consumer food choice: Consumer perception of and preference for food quality certifications”, Appetite [ABDC A ranked], forthcoming


Truong, V.A., Conroy, D., Lang, B., “The trust paradox in food labelling: an exploration of consumers’ perceptions of certified vegetables”, Food Quality and Preference, 93, DOI: https://doi.org/10.1016/j.foodqual.2021.104280  [ABDC A ranked]


Truong, V.A., Lang, B., Conroy, D. “Are trust and consumption values important for buyers of organic food? A comparison of regular buyers, occasional buyers, and non-buyers”, Appetite, 161, DOI: https://doi.org/10.1016/j.appet.2021.105123 [ABDC A ranked]


Khalil, M., Septianto, F., Lang, B., Northey, G. (2021), “The interactive effect of numerical precision and message framing in increasing consumer awareness of food waste issues”. Journal of Retailing and Consumer Services, 60, DOI: https://doi.org/10.1016/j.jretconser.2021.102470. [ABDC A ranked]


Sundborn G, Thornley S, Grey C, Gentles D, Jackson R, Swinburn B, Veatupu L, Lang B. “Gamification and Sugar: a school-based pilot study of social marketing and gamification approaches to reduce sugary drink intake in Pasifika school students”, accepted by Asia Pacific Journal of Public Health [SJR Q2 ranked]


Lang, B., Dolan, R., Kemper, J., & Northey, G. “Prosumers in times of crisis: Definition, archetypes and implications”. Journal of Service Management, DOI: https://doi.org/10.1108/JOSM-05-2020-0155 [ABDC: A ranked]


Lang, B., Botha, E., Robertson, J., Kemper, J., Dolan, R. & Kietzmann, J. (2020). “How to grow the sharing economy? Create prosumers”. Australasian Marketing Journal, 28(3), DOI: https://doi.org/10.1016/j.ausmj.2020.06.012 [ABDC: A ranked]

For publications prior to 2021, please see the section at the bottom of this page.

Teaching | Current

MKTG202 - Marketing Research

MKTG306 - Advertising and Branding

MKTG309 - Social and Sustainable Marketing

MKTG710 - Advanced Advertising and Digital Communications

Postgraduate supervision

Bodo is interested in supervising postgraduate students in the following areas (listed in no particular order):

  1. Advertising and marketing communication, specifically:
    1. social media influencers
    2. online and offline word of mouth
  2. Services marketing, specifically:
    1. the sharing economy
    2. financial services
  3. Marketing for public good, specifically:
    1. marketing and public health
    2. social and sustainable marketing

1. Advertising and marketing communication

Marketing communication (e.g., advertising) continues to change in its nature and impact as consumers’ use of media evolves and their attitudes towards advertising changes.

Bodo is open to research in this area from a variety of contexts and perspectives. Two specific areas within advertising that Bodo is interested in are:

1.1 Social media influencers

Social media influencers have reshaped how marketers interact with consumers. In addition, many influencers have become successful brands in themselves. Although much academic research has been conducted in this area, important gaps in our knowledge remain.

1.2 Online and offline Word of Mouth

For decades, consumer to consumer communication (i.e., Word of Mouth) has shaped what consumers think, feel, and do. Consumers’ ability to use technology has further increased Word of Mouth’s reach and impact because it occurs:

  • in a variety of formats (e.g., product reviews, solicited and unsolicited online comments) and
  • across many types of platforms, such as:
    • social media (e.g., Instagram, Facebook, YouTube, WhatsApp, and Tiktok),
    • commercial websites (e.g., travel booking websites, manufacturer websites, retailer websites), and
    • consumer advocacy websites (e.g., Consumer (NZ), Choice (AU), Which? (UK), Consumer Reports (US), and OC Magazine (Canada).

2. Services marketing

The contribution of services to the global economy and their impact on consumers has increased dramatically over the past decades. Bodo is particularly interested in supervising students in:

  • non-traditional, technology-mediated contexts, such as the sharing economy (e.g., AirBnB, Uber) and
  • financial services.

3. Marketing for public good

Marketing can be used for profit-driven reasons or to advance causes that have the ‘public good’ in mind. Two specific areas within marketing for public good that Bodo is interested in are:

3.1 Marketing and public health

Bodo is particularly interested in supervising students at the interface of marketing and public health, such as testing interventions (e.g., warning labels and other information at the point of sale) to reduce consumers purchase and consumption of addictive, harmful, and deadly substances (e.g., alcohol, tobacco, and sugary beverages). Supervisions in this area could be carried out with colleagues from the School of Population Health.

3.2 Social and sustainable marketing

Bodo is also interested in research in social and sustainable marketing, where an organisation, such as a government, or a commercial entity, wishes to affect a positive behaviour change in a target market (e.g., reducing food waste, food certification).

Please email Bodo if you are:

  1. a high-quality postgraduate candidate (e.g., GPA > 7)
  2. interested in one of the areas listed above and
  3. eligible for PhD study at the University of Auckland. To check if you are eligible for PhD study, visit: https://www.auckland.ac.nz/en/study/applications-and-admissions/entry-requirements/postgraduate-entry-requirements/doctoral-entry-requirements.html


Bodo has received the following awards for his research:

  • 2021 - Literati Awards of excellence for Journal of Service Theory and Practice: Best reviewer
  • 2015 - winner of the best paper at MAG Scholar conference
  • 2011 - winner of the best track paper at ANZMAC conference
  • 2004 - finalist for the Journal of Advertising best paper award

Bodo has received the following awards for his teaching:

  • 2012 - winner of an AUSA (Auckland University Student Association) award
  • 2005 - recipient of an MIT teaching award

Areas of expertise

Bodo's research is situated in the following areas:

  • Marketing communication and advertising, particularly social media influencers and word of mouth communication (WOM) including through channels such as social media
  • Services marketing in contexts such as the sharing economy (e.g. AirBnB, Uber) and financial services
  • Marketing for public good, such as research at the interface of marketing and public health (e.g. alcohol, sugary beverages) and social and sustainable marketing

Committees/Professional groups/Services

  • Member of Editorial Boards
    • Journal of Services Marketing
    • Journal of Service Theory and Practice
    • Journal of Marketing Education
  • Reviewer
    • European Journal of Marketing
    • International Journal of Research in Marketing
    • Journal of Marketing (invited)
    • ​Journal of Interactive Advertising
    • Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
    • ANZMAC conference (Australian and New Zealand Marketing Academy)
  • Associate Editor
    • New Zealand Journal of Applied Business Research

Selected publications and creative works (Research Outputs)

As of 29 October 2020 there will be no automatic updating of 'selected publications and creative works' from Research Outputs. Please continue to keep your Research Outputs profile up to date.
  • Lang, B., Dolan, R., Kemper, J., & Northey, G. (2020). Prosumers in times of crisis: definition, archetypes and implications. JOURNAL OF SERVICE MANAGEMENT10.1108/JOSM-05-2020-0155
    Other University of Auckland co-authors: Joya Kemper
  • Lang, B., Botha, E., Robertson, J., Kemper, J. A., Dolan, R., & Kietzmann, J. (2020). How to grow the sharing economy? Create Prosumers!. AUSTRALASIAN MARKETING JOURNAL, 28 (3), 58-66. 10.1016/j.ausmj.2020.06.012
    Other University of Auckland co-authors: Joya Kemper
  • Walker, N., McCormack, J., Verbiest, M., Jiang, Y., Lang, B., & Ni Mhurchu, C. (2019). Energy labelling for alcoholic beverages in New Zealand: Impact on consumer purchase and consumption. Phase 2 report: Randomised trial. Wellington, New Zealand. Related URL.
    Other University of Auckland co-authors: Natalie Walker, Jessica McCormack, Yannan Jiang, Cliona Ni Mhurchu
  • Walker, N., McCormack, J., Verbiest, M., Jiang, Y., Lang, B., & Ni Mhurchu, C. (2019). Energy labelling for alcoholic beverages in New Zealand: Consumer perceptions and impact on purchase and consumption behaviour. Phase 1 report: Focus Groups. Wellington, New Zealand. Related URL.
    Other University of Auckland co-authors: Cliona Ni Mhurchu, Jessica McCormack, Yannan Jiang, Natalie Walker
  • Davis, R., Smith, S. D., & Lang, B. (2017). A comparison of online and offline gender and goal directed shopping online. Journal of Retailing and Consumer Services, 38, 118-125.
    Other University of Auckland co-authors: Sandra Smith
  • Sundborn, G., Thornley, S. J., Malcolm, J., Zinn, C., Lang, B., & Johnson, R. (2017). New Zealand infants weaned onto a high sugar diet from four months old: Better health or better business? Part II. New Zealand Medical Journal, 130 (1457), 86-88.
    Other University of Auckland co-authors: Simon Thornley, Gerhard Sundborn
  • Sundborn, G., Thornley, S., Lang, B., & Beaglehole, R. (2016). Better health or better business: A critique of the childhood obesity plan. New Zealand Medical Journal, 129 (1440), 145-148.
    Other University of Auckland co-authors: Gerhard Sundborn, Simon Thornley
  • Sundborn, G., Thornley, S., Lang, B., & Beaglehole, R. (2015). New Zealand's growing thirst for a sugar-sweetened beverage tax. New Zealand Medical Journal, 128 (1422), 80-82. Related URL.
    Other University of Auckland co-authors: Gerhard Sundborn, Simon Thornley


Contact details

Primary office location

Level 4, Room 411
New Zealand

Web links