Dr. Laura Graf

Laura Graf

Dr. Laura Graf ist postdoctotal research fellow at the Chair of Product Management and Marketing Communication. She received her Ph.D. in Marketing in November 2016 from the Goethe University Frankfurt, her MS.c. in Marketing from the Wilhelms-Universität Münster in 2012, and her B.Sc. in Business Administration and Economics from Goethe Goethe-University Frankfurt in 2009.

In her research Laura Graf investigates the psychological processes that form and shape aesthetic preferences, as well as preferences in general. She is particularly interested under which conditions consumers prefer novel versus familiar aesthetic designs, products and experiences. In the field of aesthetics she is also interested in how contextual factors influence aesthetic preferences and how consumers' lives are affected by aesthetics.

Laura Graf teaches different marketing courses in the Bachelor and in the Master program.

Research

Research Interests

  • Consumers´ reaction to novelty versus familiarity
  • Aesthetics and visual presentation
  • Influence of subjective experiences (in particular processing fluency) on consumer judgments

Selected Publications

  • Graf, L. K. M., Mayer, S. & Landwehr, J. R. (2018). Measuring Processing Fluency: One versus Five Items, Journal of Consumer Psychology, 28(3), 393-411. doi: 10.1002/jcpy.1021.
  • Graf, L. K. M. & Landwehr, J. R. (2017). Aesthetic Pleasure versus Aesthetic Interest: The Two Routes to Aesthetic Liking, Frontiers in Psychology, 8(15). doi: 10.3389/fpsyg.2017.00015
  • Graf, L. K. M. & Landwehr, J. R. (2015). A Dual-Process Perspective on Fluency-Based Aesthetics: The Pleasure-Interest Model of Aesthetic Liking, Personality and Social Psychology Review, 19(4), 395-410. doi: 10.1177/1088868315574978

Selected Conferences

  • Graf, L. K. M., Mayer, S., & Landwehr, J. R. (2017). Multiple Sources and Consequences, Yet Only One Experience? A Systematic Analysis of Processing Fluency Effects, in: Proceedings of the 46th Conference of the European Marketing Academy (EMAC), Groningen, NL.
  • Graf, L. K. M. & Landwehr, J. R. (2016). The Twofold Role of Fluency: An Empirical Analysis of the Affective and the Cognitive Path to Fluency-Based Aesthetic Preferences, in: Proceedings of the XXIV. Conference of the International Association of Empirical Aesthetics (IAEA), eds. Helmut Leder, Michael Forster, Gernot Gerger, Marcos Nadal, Matthew Pelowski et al., 52.
  • Graf, L. K. M. & Landwehr, J. R. (2016). Putting Product Design in Context: Consumer Responses to Design Fluency as a Function of Presentation Context, in: Proceedings of DRS 2016: Design + Research + Society - Future-Focused Thinking, Vol. 1, eds. Peter Lloyd and Erik Bohemia, 203–214. DOI: 10.21606/drs.2016.184
  • Graf, L. K. M. & Landwehr, J. R. (2016). Putting Product Design in Context: Consumer Responses to Design Fluency as a Function of Presentation Context, in: Proceedings of the 45th Conference of the European Marketing Academy (EMAC), Oslo, Norway.
  • Graf, L. K. M. & Landwehr, J. R. (2014). Aesthetic Pleasure Versus Aesthetic Interest: A Differentiation Based on Processing Dynamics and Processing Style, in: Proceedings of the Twenty-third Biennal Congress of the International Association of Empirical Aesthetics, ed. Aaron Kozbelt, 232-237.

Teaching

Teaching at the Bachelor’s level

  • Lecture "Introduction into Marketing"
  • Teaching of the topics Analysis of Variance, Regression Analysis, Learning Curve, Forecasting, Conjoint Analysis, and Price Optimization as part of the course „Introduction into Marketing“ (several times awarded with the best teaching award)
  • Seminar Coaching „Business Plan and Business Start-Up“
  • Seminar Coaching „Strategic Marketing Communication in Practice“; winner in the second place of the GWA Junior Agency Awards 2013

 

Teaching at the Master’s level

  • Teaching of the topics Cluster Analysis and Multidimensional Scaling as part of the course “Strategic Market Management”
  • R-Workshop as part of the course “Consumer Insights”
  • Seminar “Consumer Behavior”
  • Workshop “Marketing Analytics Intro R”
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