Humboldt-Universität zu Berlin - Faculty of Life Sciences - Department of Psychology

Dr. André Weinreich

Dr. André Weinreich
research assistant
a.weinreich (at)

Lebenswissenschaftliche Fakultät → Institut für Psychologie → Allgemeine Psychologie
Visiting address
Rudower Chaussee 18 , Room 2'241
Phone number
(030) 2093-9438
Mailing address
Unter den Linden 6, 10099 Berlin


2011 PhD (Humboldt Universität zu Berlin)
Projective Evaluative Priming: Concepts and mechanisms.
2005 Diploma Thesis Psychology, Leipzig


Professional Career

Since 2013

Scientific director at emolyzr. Develops and provides technologies for emotion measuring in various domains like product development, neuromarketing, ad testing, film testing, UX (
Since 2011

Post-Doc at Humboldt University Berlin, Germany  

2007-2010 External Fellow of the International Max Planck Research School "The Life Course: Evolutionary and Ontogenetic Dynamics (LIFE)" at MPIB Berlin
2006-2011 Scientific Fellow at Humboldt University Berlin, Germany



You probably know from personal experience that emotions have a great impact on our behaviors. This is also true for a lot of situations where we are not aware of this influence: Should I press the "buy" button or should I rather visit a different website? Should I share this interesting content on the internet? Should I invest in these shares or should I leave my money on my normal bank account? Should I eat a candy bar or maybe better an apple? What am I going to do tonight? Cinema or Netflix?

Influencing the emotional tone reflects an important approach to shaping behavior. It implies numerous application perspectives. The “market success” of products (for example, films, consumer goods, stocks), ideas (e.g., political programs) and beliefs (e.g., brushing teeth is important) heavily depends on their emotional connotation. Therefore, I am interested in the influence of emotions on behavior. How to change the emotional tone efficiently? How fast does it work? How durable is the effect? How to measure emotions? Especially the last question is a very important area for me. I am interested in the "objective" measurement of emotions (e.g., in order to objectively assess the effect of my attempts to manipulate the emotional connotation). Objective measurement to me means the implicit capture of unreflective emotional reactions that evolve spontaneously, and therefore - at least in theory - are especially predictive. There is a rather manageable number of approaches to measure emotions objectively (for example, EEG, EMG, SCR, HRV). Nevertheless, we still know only few about these: How reliable are these measures? What is the modulating role of the situation, the context or the person? Why do certain correlates of emotional states exist at all? In addition to these basic questions, my work is often inspired from the user's perspective. The possibility of application to me is a motivating source for my “Entdeckergeist”.

Current Research Topics

It feels good – I buy! The role of emotions in (consumer-) decision making.

Going viral – The impact of emotions on the probability to share things on the internet.

Can emotion measurement predict market success of movies?



Weinreich, A., Stephani, T., & Schubert, T. (2016). Emotion effects within frontal alpha oscillation in a picture oddball paradigm. International Journal of Psychophysiology.


Weinreich, A., & Gollwitzer, A. (2016). Automaticity and affective responses in valence transfer: Insights from the crossmodal auditory-visual paradigm. Psychology of Music, 0305735615626519.


Weinreich, A., Strobach, T., & Schubert, T. (2015). Expertise in video game playing is associated with reduced valence‐concordant emotional expressivity. Psychophysiology, 52(1), 59-66.


Weinreich, A., & Funcke, J. M. (2014). Embodied simulation as part of affective evaluation processes: Task dependence of valence concordant EMG activity. Cognition & emotion, 28(4), 728-736.