Marion Garaus
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
- 2022
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"Media Multitasking, Advertising Appeals, and Gender Effects"2022 in: Review of Managerial Science.
Despite the knowledge that women engage more frequently in multitasking than men when using media devices, no study has explored how multitasking impacts the brand attitude of this target audience. The investigation of gender effects in the context of media multitasking would not only provide a better understanding of the individual elements which influence brand attitude in media multitasking situations but would also guide marketers in their targeting strategies. Likewise, the investigation of the role of advertising appeals follows the current call to concentrate on the role of advertising in media multitasking situations. To address these research gaps, the current research conducted two experimental studies to offer a new perspective on the impact of gender differences in processing styles (heuristic vs systematic processing) and their interaction with different advertising appeals (rational vs emotional appeals) on brand attitude in media single and multitasking. Study 1 employs an online experiment (gender x viewing situation x advertising appeal). Results demonstrate that media multitasking negatively affects brand attitude, and that women have a lower brand attitude in a media multitasking situation compared to a single tasking situation, while emotional advertisements neither strengthen nor attenuate the negative impact of media multitasking on brand attitude. Study 2 employs a more controlled online experiment (gender x viewing situation x advertising appeal) with a different product category. The results reveal a moderating effect on the influence of media multitasking on brand attitude, as mediated through attention toward the ad. Hence, attention toward the ad has been identified as underlying mechanism.
Author(s): Marion Garaus, Elisabeth Wolfsteiner
Publication date: 2022
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"Using blockchain to signal quality in the food supply chain: The impact on consumer purchase intentions and the moderating effect of brand familiarity"2022 in: International Journal of Information Management.
Author(s): Horst Treiblmaier, Marion Garaus
Publication date: 2022
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1016/j.ijinfomgt.2022.102514
- 2021
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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
Volume: 159
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1016/j.appet.2020.105066
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"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
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"The Impact of the Covid-19 Pandemic on Consumers' Intention to Use Shared-Mobility Services in German Cities"2021 in: Frontiers in Psychology. Volume: 12.
Author(s): Marion Garaus, Christian Garaus
Publication date: 2021
Volume: 12
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.3389/fpsyg.2021.646593
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