Publications: Business Administration: Marketing and Consumer Behavior

Title	Year	Literature Type	Authors
Adding value to local brands through foreign language cues Proceedings of the 47th EMAC: European Marketing Academy (forthcoming)	2018	Contribution to conference	Schwenk, J., Hüttl-Maack, V.
Handle with care! How majority cues can reduce the negative effects of warnings of foreseeable product failures Review of Managerial Science (forthcoming)	2018	Journal contribution (peer reviewed)	Hüttl-Maack, V., Pick, D., Gierl, H.
How does this fit into the puzzle? The role of curiosity in consumer evaluations of brand extensions Proceedings of the 47th EMAC: European Marketing Academy (forthcoming)	2018	Contribution to conference	Sedghi, T., Hüttl-Maack, V.
How money priming affects consumer responses towards competitive advertising Proceedings of the 47th EMAC: European Marketing Academy (forthcoming)	2018	Contribution to conference	Gatter, M. S., Hüttl-Maack, V.
Thinking about money - caring for the future? When and how money priming encourages people to provide for retirement Proceedings of the 47th EMAC: European Marketing Academy (forthcoming)	2018	Contribution to conference	Hüttl-Maack, V., Gatter, M. S.
Visual art in advertising: new insights on the role of consumers' art interest and its interplay with the hedonic value of the advertised product Journal of Product and Brand Management	2018	Journal contribution (peer reviewed)	Hüttl-Maack, V.
A Customer-based Approach for Selecting Attributes and Levels for Preference Measurement and New Product Development International Journal of Product Development	2017	Journal contribution (peer reviewed)	Steiner, M.; Helm, R.; Hüttl-Maack, V.
How money priming affects consumers in an advertising context: the role of product conspicuousness and consumers' signalling needs International Journal of Advertising	2017	Journal contribution (peer reviewed)	Hüttl-Maack, V., Gatter, M. S.
Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms Advances in Advertising Research	2017	Book chapter	Schwenk, J.,Hüttl-Maack, V.
Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions Advances in Advertising	2016	Book chapter	Hüttl-Maack, V.; Schwenk, J.
Einsatz des Verkaufsgesprächs im Rahmen der Dialogkommunikation Handbuch Instrumente der Kommunikation. Grundlagen - Innovative Ansätze - Praktische Umsetzungen	2016	Book chapter	Hüttl-Maack, V., Gierl, H.
How Curiosity and Curiosity-Induced Feelings Affect Product Evaluations Proceedings of the 45th EMAC: European Marketing Academy	2016	Contribution to conference	Daume, J., Hüttl-Maack, V.
How Money Priming Affects Product Evaluation and Self-Brand Connection Proceedings of the 15th ICORIA: International Conference on Research in Advertising	2016	Contribution to conference	Gatter, M. S., Hüttl-Maack, V.
I want you to open my letter: Effects of uncommon envelope formats and materials Transfer- Werbeforschung und Praxis	2016	Journal contribution (peer reviewed)	Daume, J.; Hüttl-Maack, V.; Gierl, H.
Are User-Generated Photos Able To Attract More Attention? e-Review of Tourism Research	2015	Journal contribution (peer reviewed)	Pagel, S., Aebli, A.
How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions Advances in Advertising Research	2015	Book chapter	Hüttl-Maack, V., Gierl, H.
Promoting the Shareconomy: The effectiveness of beneficial appeals to advertise renting and reselling platforms Proceedings of the 14th ICORIA: International Conference of Research in Advertising	2015	Contribution to conference	Schwenk, J., Hüttl-Maack, V., Pagel, S.
What do consumers infer when seller information is absent in the case of online repurchasing? Proceedings of the 14th ICORIA: International Conference of Research in Advertising	2015	Contribution to conference	Pagel, S., Gatter, M.S., Daume, J.
Does your product speak the right language? Effects of multilingual product packaging Proceedings of the 13th ICORIA: International Conference on Research in Advertising	2014	Contribution to conference	Huettl-Maack,V.; Schwenk, J.
I want you to open my letter: Effects of uncommon envelope formats and materials Proceedings of the 43rd Annual Conference of the European Marketing Academy (EMAC)	2014	Contribution to conference	Huettl-Maack, V.; Daume, J.; Gierl, H.
Planned but Not Purchased? A Field Study of Drivers and Consequences of Failed Purchases Proceedings of the Association for Consumer Research 2014 North American Conference	2014	Contribution to conference	Huettl, V.; Kovacheva, A.; Inman, J.
When and Why are Price Lotteries Effective at Promoting Products? Marketing ZFP - Journal of Research and Management	2014	Journal contribution (peer reviewed)	Gierl, H.; Huettl-Maack, V.
Are Price Lotteries or Price Discounts More Effective in Influencing Customer Choice? Proceedings of the 42nd Annual Conference of the European Marketing Academy (EMAC)	2013	Contribution to conference	Huettl, V.; Gierl, H.
Electronic Word-of-Mouth. Does the Number of Reviewing Customers and the Dispersion of Star Ratings Affect Evaluations? Transfer - Werbeforschung und Praxis	2013	Journal contribution (peer reviewed)	Huettl, V.; Gierl, H.
How to avoid brand dilution: The use of conjunctive cues in advertisements for brand extensions Proceedings of the 12th ICORIA: International Conference on Research in Advertising	2013	Contribution to conference	Huettl, V., Gierl, H.
Effects of slim and heavy advertising models on appearance self-esteem and product evaluation Advances in Advertising Research	2012	Handbook contribution	Huettl, V.; Gierl, H.
Electronic Word-of-Mouth: Do the number of reviewing customers and the dispersion of ratings affect evaluations? Proceedings of the 11th ICORIA: International Conference on Research in Advertising	2012	Contribution to conference	Huettl, V.; Gierl, H.
How does non-diagnostic information affect product evaluation? Review of Managerial Science	2012	Journal contribution (peer reviewed)	Gierl, H.; Huettl, V.
Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information Marketing Letters	2012	Journal contribution (peer reviewed)	Huettl, V.; Gierl, H.
Visual art in advertising: The moderating effect of hedonic vs. utilitarian product positioning Proceedings of the 41st Annual Conference of the European Marketing Academy (EMAC)	2012	Contribution to conference	Huettl, V.; Gierl, H.
A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation International Journal of Research in Marketing	2011	Journal contribution (peer reviewed)	Gierl, H.; Huettl, V.
Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit Psychology & Marketing	2011	Journal contribution (peer reviewed)	Bambauer-Sachse,S.; Huettl, V.; Gierl,H.
Die Wirkung von Ähnlichkeit und Zusatzinformation auf den Erfolg von Markenerweiterungen	2011	Doctoral thesis	Huettl, V.
How does event-sharing affect product evaluation? Proceedings of the 40th Annual Conference of the European Marketing Academy (EMAC)	2011	Contribution to conference	Huettl, V.; Gierl, H.
The impact of the size of advertising models on consumer appearance self-esteem and product evaluations Proceedings of the 10th ICORIA: International Conference on Research in Advertising	2011	Contribution to conference	Huettl, V.; Gierl, H.
Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption International Journal of Research in Marketing	2010	Journal contribution (peer reviewed)	Gierl, H.; Huettl, V.
Die Berücksichtigung von Medienwirkungen in der Mediaplanung Medien im Marketing	2009	Handbook contribution	Gierl, H.; Huettl, V.
Using explanatory links in advertisements of brand extensions Proceedings of the 8th ICORIA: International Conference on Research in Advertising	2009	Contribution to conference	Huettl, V.; Gierl, H.
Persönliche Kommunikation Handbuch Kommunikation	2008	Handbook contribution	Gierl, H.; Huettl, V.