In an era where the boundaries of knowledge, geography and technology are increasingly blurred, few embody the spirit of international collaboration like Professor Thomas Dobbelstein.
As Honorary Research Professor and Chairperson of the Durban University of Technology (DUT) Business School, Professor Dobbelstein stands at the intersection of global insight and local impact. Based at the Baden-Württemberg Cooperative State University in Ravensburg, Germany, he is a prolific researcher, academic and strategist who is helping shape the future of marketing across continents.
As far as Professor Dobbelstein is concerned, the power of research lies not only in discovery but in its application. “Research is meaningful when it informs how people live, work and think. That’s the type of impact we aim for at DUT,” he says. And his impact is undeniable.
In collaboration with Professor Khathutshelo Makhitha, he recently examined the recycling behaviours of township consumers in South Africa, offering practical insights into what drives sustainable behaviour in emerging economies. The paper will be presented at the American Marketing Association Summer Academic Conference in Chicago in August 2025, adding an African lens to a global sustainability conversation.
His work is deeply engaged with some of the most relevant challenges facing business and society today. At the upcoming Global Marketing Conference in Hong Kong, Professor Dobbelstein will explore a pressing issue in digital commerce: why do consumers drop out of gamified promotions? His research uncovers what keeps customers engaged, or drives them away.
His other work cuts to the heart of the Artificial Intelligence (AI) debate. At a retail science conference in Croatia, he and his co-authors will present findings on how customers react when service is delivered by a chatbot instead of a human being, particularly during service failures.
One of his more provocative ideas emerged earlier this year, when he explored what marketers call “The Vampire Effect.” It is a trap many creative teams fall into, when a campaign is so funny, visually stunning or clever, that people remember the advert but forget the brand. Professor Dobbelstein’s research reminds marketers that being memorable isn’t enough; the memory has to lead somewhere strategic.
Most recently, in the Journal of Service Management (click here to read the story), he and colleagues published a study on gamified promotions in shopping apps. The takeaway? Adding a layer of playfulness and interactivity to discounts not only boosts engagement but also taps into deeper psychological motivators like effort justification and anticipated regret. In simpler terms, when customers work for something, even in a playful way, they value it more.
What is particularly meaningful about Professor Dobbelstein’s connection to DUT is how his global perspective aligns with the university’s philosophy of education, where “creativity and innovation shapes adaptive graduates who transform society.” His presence and research enriches DUT’s academic community while providing scholars and students a direct bridge to international thinking and networks.
DUT is proud to count Professor Thomas Dobbelstein among its thought leaders. In the months ahead, Professor Dobbelstein will provide follow-up insights and reflections from the three major international conferences he’s participating in, being hosted in Chicago, Hong Kong and Zagreb. These updates will offer DUT students, researchers and partners a front-row view of emerging global trends and how they relate to the South African and African context.
Pictured: Professor Thomas Dobbelstein
Alan Khan
