Marketing Department with 21 contributions at this year’s EMAC conference

The marketing department will present 19 competitive papers and has organized 2 special sessions at this year’s EMAC conference, which is organized by ESIC Business & Marketing School Madrid and takes place from May 25th until May 28th. The EMAC is considered the leading academic marketing conference in Europe. We, as a department, are looking forward to the presentations and the opportunities for scientific discussions during the conference.

Competitive Papers:

  • “Paywall and Content Polarization” (Yan).
  • “I Like, Therefore I Am! – When and Why Do Consumers Enjoy to Express Their Product Liking?” (Wittich, Wentzel, & Landwehr).
  • “Symbolic product design: Conceptualization, operationalization, and its impact on design liking as a function of processing fluency” (Graf, Scharfenberger, & Landwehr).
  • “The Dual Role of Fluency in Shaping Brand Evaluations” (Eckmann & Landwehr).
  • “Measuring the Sales Effect of Retail Platforms’ Recommendation of a Seller” (Reiner, Rutz, & Skiera).
  • “Sophisticated Consumers with Inertia: Evidence from a Large Scale Field Experiment” (Miller, Sahni & Strulov-Shlain).
  • “Richness and Accuracy of Consumer Profiling” (Kraft, Miller, & Skiera).
  • “The Value of User Tracking and Behavioral Targeting for Publishers” (Laub, Miller, Skiera).
  • “Firms’ Focus on Brand and Customer Management: Measurement and Development” (Han, Reinartz, Skiera).
  • “Listening In” to Online Search: Identifying Customer Needs and their Expressions in Online Search Queries” (Matthe, Ringel, Skiera).
  • “Predicting Adoption Choices Using Choice Probability Elicitation” (Dehmamy, Otter, Hitsch, Kurz).
  • “The Implementation-Incompatibility Fit Effect in Adoption Decisions for Closed Systems” (Schäfer).
  • “Emotions don’t Lie: Introducing an Artificial Intelligence Tool to Measure Ad Effectiveness” (Kremer, Felka, Kim, Hinz).
  • “The Key Role of Consumer Perceived Ownership for Consumer Reactions to Product Automation: Scale Development, Validation, and Empirical Evidence” (Kremer, Feurer).
  • “Implications of Ignoring the Budget Constraint in Menu-Based Choice” (Kosyakova, Otter).
  • “Unlocking Brand Value Potential” (Fischer, Wies, Backhaus, Hornig).
  • “Measuring Influencer Effectiveness” (Wies, Bleier, Edeling).
  • “Bridging Between Hypothetical and Incentivized Choice” (Laghaie, Otter).
  • “The Impact of Cookie Banner Designs on Cookie Consent Rates” (Schmitt).

Special Sessions:

  • Special Session “Modeling Attention in Choice” (Laghaie).
  • Special Session on "Online Consumer Privacy" (Miller, Skiera).