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.
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).
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"The unhealthy-tasty intuition for online recipes – When healthiness perceptions backfire"2021 in: Appetite. Volume: 159.
An increase in obesity rates has caused policymakers and marketers to promote a healthy lifestyle by advertising healthy recipes. However, despite the general awareness of the importance of healthy eating, little is known about consumers’ responses to healthy recipes. This study tests a common heuristic in the field of healthy foods, namely, the unhealthy-tasty intuition, in the new context of online recipes. An online experiment (representative sample in Austria in terms of age and gender) and a real-world study advertising an online recipe with various labels (healthy, tasty and neutral) confirm the unhealthy-tasty intuition and reveal that healthy recipes have a negative influence on behavioral intentions. Both health and taste inferences serve as underlying mechanisms explaining the influence of healthy recipes on behavioral intentions. The negative effect of a health label can be eliminated when adding a taste label as well. From a practical perspective, marketers are advised to include taste cues that stimulate taste expectations in the healthy recipes that they advertise, thus boosting healthy eating habits among consumers.
Author(s): Marion Garaus, Lidija Lalicic
Publication date: 2021
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1016/j.appet.2020.105066
Marion Garaus, Udo Wagner, Ricarda C. Rainer"Emotional targeting using digital signage systems and facial recognition at the point-of-sale"2021 in: Journal of Business Research.
Emergent technologies offer retailers new opportunities for personalized promotional messages at the point-of-sale. Digital signage systems that employ face-reading software enable the identification of not only shoppers’ ages and genders, but also their mood states. Drawing on mood and digital signage literature, this research identifies and examines emotional targeting’s efficacy (i.e., matching digital signage content to shoppers’ current mood states) with consumer responses. Findings from a laboratory and online experiment reveal that emotional targeting increases purchase intentions, product-quality perceptions, and willingness to pay. Furthermore, matching content additionally to the product category strengthens these positive effects. However, disclosing targeting practices eliminates emotional targeting’s positive effects, as caused by feelings of manipulative intent.
Author(s): Marion Garaus, Udo Wagner, Ricarda C. Rainer
Publication date: 2021
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1016/j.jbusres.2020.10.065
Marion Garaus, Georgios Halkias"One color fits all: product category color norms and (a)typical package colors"2020 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: 2020
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1007/s11846-018-0325-9
"Tourism-Induced Place Change: The Role of Place Attachment, Emotions, and Tourism Concern in Predicting Supportive or Oppositional Behavioral Responses"2020 in: Journal of Travel Research.
This study investigates residents’ emotional and behavioral responses to environmental changes caused by tourism development. Statistical analysis conducted on a comprehensive sample of 1,001 residents from Amsterdam, the Netherlands, explores emotional responses as an underlying mechanism used to explain residents’ behavioral responses as well as their tourism concern as boundary conditions for this mediating effect. In contributing to the extant debate on the role of place attachment (i.e., the bond between people and their environment) in predicting residents’ supportive behavior for tourism development, the findings reveal that high levels of place attachment generally result in oppositional behavior. Moreover, results confirm that emotions, as evoked by tourism-induced place change, explain residents’ supportive and oppositional responses. Positive emotional responses to tourism decrease the likelihood of residents’ oppositional behavior. High levels of tourism concern diminish the positive influence of place attachment on positive emotions.
Author(s): Lidija Lalicic, Marion Garaus
Publication date: 2020
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1177/0047287520967753
Elisabeth Wolfsteiner, Marion Garaus, Udo Wagner, Alexander Girschick"Selfie campaigns as advertising strategy: Mental imagery as driver of participation"2020
Author(s): Elisabeth Wolfsteiner, Marion Garaus, Udo Wagner, Alexander Girschick
Publication date: 2020
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