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Wojciech Trzebiński, PhD

Assistant Professor

Wojciech Trzebiński, Ph.D., is an Assistant Professor at the Department of Markets, Marketing and Quality, Collegium of Management and Finance, SGH Warsaw School of Economics. He graduated in mathematics at the University of Warsaw (2002). He gained a doctoral degree in management at SGH Warsaw School of Economics (2014), based on a dissertation on individual determinants of customer quality perception. His main research areas concern survey and experimental consumer behavior research, including customer experience, satisfaction and loyalty, consumer response to marketing and health communication and new technologies (including AI), and the specificity of Central European markets. He teaches research methods, marketing research, service quality management, and consumer behavior. He has been engaged in business practice for years, as a banking industry manager and then as an independent consultant and trainer.

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Email: wtrzebi@sgh.waw.pl

Education:

2014 – PhD. (management), SGH Warsaw School of Economics
2002 – MA (mathematics), University of Warsaw

Industry experience:

2003-2016 – Pekao SA, Unicredit Group
2003 – Delloite & Touche, A&A

Research areas:

  • customer experience, customer satisfaction, customer loyalty
  • marketing communication (advertising, product presentation), eWOM (online reviews) – consumer response
  • new technologies, Artificial Intelligence (chatbots, recommenders) – consumer response
  • healthcare products and services, health communication – consumer response, quality of life perception
  • Polish and Central & Eastern Europe (CEE) – consumer behavior
  • marketing and consumer research – quantitative and qualitative methods

Courses taught:

  • Marketing Research
  • Survey Methods
  • Customer Behavior
  • Service Quality Management
  • BA theses supervisory (PL, EN)
  • MA theses supervisory (PL, EN)

Media coverage:

Selected papers:

Industry reports:

Selected research projects:

  • “Determinants of the adoption of the Polish generative AI” (2025), PI, funding: Polish Ministry of Education and Science, SGH KZiF
  • “Socio-cultural determinants of consumer preference for product technologization” (2024), PI, funding: Polish Ministry of Education and Science, SGH KZiF
  • “Older consumers, new challenges: portrayals of older consumers in advertising and their persuasive effects” (2024), team member, PIs: M. Eisend, M. Karpinska-Krakowiak, funding: Deutsche Forschungsgemeinschaft (DFG), Polish National Science Center (NCN)
  • “Revisiting the effects of European (vs. national) identities on attitudes towards the Euro” (2024), team member, PI: R. Wahlund, funding: CIVICA - The European University of Social Sciences
  • “Adults’ socio-demographic characteristics, valuation perspective, and TTO valuation of child EQ-5D-Y-3L health states: exploring the role of psychological distance” (2024), PI, funding: EuroQol Research Foundation
  • “The European and Polish identities of Polish consumers: consequences for marketing” (2023), team member, PI: R. Baran, funding: Polish Ministry of Education and Science, SGH KZiF
  • “Consumer response to AI-generated product communication” (2023), PI, funding: Polish Ministry of Education and Science, SGH KZiF
  • “The effects of collectivism on consumer attitudes toward vaccines” (2022), PI, funding: Polish Ministry of Education and Science, SGH KZiF
  • “ Artificial Intelligence in product presentation: influence on consumer decision making” (2019-2020), PI, funding: Polish National Science Center (NCN)
  • “The persuasiveness of joint and separate presentation of product alternatives” (2020), PI, funding: Polish Ministry of Education and Science, SGH KZiF
  • “Consumer behavior in the pandemic context” (2020), team member, PI: R. Baran, funding: Polish Ministry of Education and Science, SGH KZiF
  • „Consumer experience attribution and its consequences on consumer attitudes” (2018), PI, funding: Polish Ministry of Education and Science, SGH KZiF
  • “Mechanisms of using product attribute information in consumer attitude formation” (2018), team member, PI: B. Marciniak, funding: Polish Ministry of Education and Science, SGH KZiF
  • “Mazovia Global” (2021), ), team member, PI: M. Wojtysiak-Kotlarski, funding: Polish National Centre of Research and Development (NCBiR)
  • “Cognitive representation of products and consumer decision making” (2017), PI, funding: Polish Ministry of Education and Science, SGH KZiF

Research visits & sabbaticals:

  • University of Nevada, Reno (2024)
  • Erasmus University, Rotterdam (2024)
  • University of Antwerp (2023)

Service to profession:

  • academic editor – PLoS ONE Social and Behavioral Sciences
  • reviewer:
    • Journal of Business Research
    • European Journal of Marketing
    • Journal of Destination Marketing & Management
    • Information Processing and Management
    • Journal of Consumer Marketing
    • International Journal of Quality & Reliability Management
    • Computers in Human Behavior Reports
    • Humanities and Social Sciences Communications
    • Journal of Medical Internet Research
    • BMC Psychology
    • Digital Health
    • PLoS ONE
    • International Conference on Research in Advertising (European Advertising Academy)
    • Academy of Marketing Science Annual Conference (Academy of Marketing Science)
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