User
Short Bio
Marion Garaus is Associate Professor at the Department of International Management. She holds a PhD in Management from the University of Vienna. Her doctoral thesis was honored with the Award of Excellence from the Austrian Government as one of the best dissertations of the year 2013. Marion further received the Certificate of Notification from the Dr. Maria Schaumayer-Foundation, a research grant from the University of Vienna, and a nomination for the EHI scientific award for her doctoral thesis. In 2018 Marion received the venia docendi from the University of Vienna for her habilitation entitled “Consumer processing limitations in consumption situations”.
Marion was visiting scholar at the Copenhagen Business School from August to December 2016. She serves as ad-hoc reviewer for several journals, including Journal of Business Research, Global Economic Review, Marketing ZFP – Journal of Research and Management, Production Planning & Control, Sustainability, Technological Forecasting and Social Change. At MODUL University Vienna, she acts as liaison officer for outgoing exchange students to the Virginia Polytechnic Institute and State University.
Research Interests
In her research, Marion concentrates on problems of high practical relevance as well as theories and methods that help solving these problems. Her research projects offer new knowledge on relevant marketing problems to scholars, practitioners, and students, particularly in the field of digitalization and its influence on consumers’ responses. Many research projects include collaborations with retailers and manufactures (e.g., Interspar, Umdasch Shopfitting Group, Camadeus GmbH).
Marion’s major research field is consumer responses to digitalization (e.g., digital signage, electronic shelf labels, media multitasking, idea generation platforms). Other research topics include brand alliances, mental processes in consumer behavior (i.e. cognition and emotions) and service expectations. In her research projects, Marion rely on a broad spectrum of qualitative (critical incident technique, projective technique, word associations, sentence completion, expert interviews) and quantitative (descriptive face-to-face and online surveys; field, laboratory, and online experiments) research designs. Her research appears in academic journals, including the Journal of Business Research, Technological Forecasting and Social Change, Psychology & Marketing, Internet Research, and Journal of Consumer Behaviour. Additionally, Marion published a book on store design (Store design and visual merchandising: Creating store space that encourages buying) which is available in three different languages (English, German, and Portuguese).
Research Output
- 2019
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"One color fits all: product category color norms and (a)typical package colors"2019 in: Review of Managerial Science.
Despite the growing amount of research on different aspects of product package
design, there is lack of empirical evidence with regard to how package color perceptions may influence consumer preferences. Based on categorization theory, the present paper explores responses to package colors that conform or do not conform to product category color norms. Results of two experiments show that atypical package colors implicate negative consequences to the brand. Findings indicate that perceived package color atypicality increases consumers’ skepticism and, contrary to expectations, decreases interest. These affective reactions negatively influence consumers’ product attitude which subsequently translates into lower purchase intention. The results provide important insights for theory and practice.Author(s): Marion Garaus, Georgios Halkias
Publication date: 2019
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1007/s11846-018-0325-9
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"Let me entertain you – Increasing overall store satisfaction through digital signage in retail waiting areas"2019 in: Journal of Retailing and Consumer Services. Volume: 47. Pages: 331-338
Despite the growing interest in waiting perception management, no study has yet explored how environmental distracters in retailing waiting areas influence overall store satisfaction. This field experiment revealed that digital signage mounted at the checkout area of a grocery store positively influenced overall store satisfaction by distracting shoppers from monitoring queuing time. The presence of a digital signage system reduced the perceived waiting time while also creating favorable waiting experiences. However, only the latter influenced store satisfaction. This research highlights the importance of creating favorable waiting experiences.
Author(s): Marion Garaus, Udo Wagner
Publication date: 2019
Volume: 47
Pages: 331-338
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"The Unhealthy-Tasty Intuition for Online Recipes – When Healthiness Perceptions Backfire"2019
Author(s): Lidija Lalicic, Marion Garaus
Publication date: 2019
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"The influence of media multitasking on advertising effectiveness"2019 in: AMS Review.
Recent years have seen an increasing trend among consumers toward using two or more media simultaneously, a phenomenon known as media multitasking. The majority of the extant literature agrees that media multitasking has detrimental effects on advertising effectiveness. However, opportunities exist for reducing these negative effects or even creating effects favorable to advertising outcomes. Nevertheless, the literature on media multitasking during advertising exposure is highly fragmented and findings are inconclusive. This literature review synthesizes the extant studies on message processing in media multitasking situations. It develops a comprehensive conceptual framework on the effects of media multitasking on advertising effectiveness, with particular attention to mediating processes and moderating variables. The conceptual model explains the circumstances under which individuals devote voluntary or involuntary attention to advertisements during media multitasking, advances knowledge on the role of different sensory modalities, and reveals how the two types of information processing complement each other during simultaneous media usage.
Author(s): Marion Garaus
Publication date: 2019
Electronic version(s), related files and links: http://dx.doi.org/10.1007/s13162-019-00155-7
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"Lost in the store: Assessing the confusion potential of store environments"2019 in: Schmalenbach Business Review. Volume: 71. Pages: 413–441
Author(s): Marion Garaus, Udo Wagner
Publication date: 2019
Volume: 71
Pages: 413–441
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1007/s41464-019-00080-z
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