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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Marion Garaus, Georgios Halkias"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
Marion Garaus, Udo Wagner"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
"Confusion in internet retailing: causes and consequences"2018 in: Internet Research. Volume: 28. Issue number: 2 Pages: 477-499
The purpose of this paper is to introduce the new construct online shopper confusion and to identify online confusion causes and consequences. Design/methodology/approach Data obtained from a projective technique and a quantitative study were analyzed to identify online shopper confusion causes. Two experiments employing different stimulus materials tested the conceptualized consequences of online shopper confusion. Findings Confusing online store elements are classified into three online confusion causes. Data yielded from two experiments using fictitious and real shopping scenarios as stimulus material show that a confusing internet retail process leads to negative consumer reactions. Research limitations/implications The resulting taxonomy of confusing online store elements offers guidance on the creation of non-confusing online shopping trips, and highlights the relevance of a non-confusing internet retail process. Online shopper confusion is linked to negative behavioral reactions. Consequently, this research offers an explanation for undesirable consumer reactions in internet retailing. Practical implications The findings provide practitioners with concrete insights into how the internet retail process confuses shoppers which help to assess the confusion potential of their existing online stores and consider confusion issues in the development of new online stores. Originality/value This research is the first to explore confusion during the internet retail process. The multi-method approach offers highly valid insights into the causes and consequences of online shopper confusion.
Author(s): Marion Garaus
Publication date: 13. 2. 2018
Issue number: 2
Electronic version(s), related files and links: http://dx.doi.org/10.1108/IntR-11-2016-0356
Marion Garaus, Udo Wagner"The influence of digital signage on the waiting experience and store satisfaction."2018 Pages: E9–E10
Author(s): Marion Garaus, Udo Wagner
Publication date: 2018
Place of Publication Volume: New Orleans, LA
Publisher: American Marketing Association
Christine Bauer, Marion Garaus, Christine Strauss, Udo Wagner"Research Directions for Digital Signage Systems in Retail"2018 in: Procedia Computer Science. Volume: 141. Pages: 503–506
The emergence and on-going development of digital signage (DS) systems result in a growing number of technological capabilities of such systems. While these technological capabilities have attracted considerable research attention in informatics, studies exploring their application and impact are scarce. Marketing, and especially retailing, represents an applied science that might benefit from DS. In support of this assumption, some studies demonstrate that the presence of DS showing emotional content creates favorable shopping experiences and positively influences consumer behavior. However, so far, little is known about what could be achieved with DS including its technological capabilities at the point of sale. Thus, this paper offers a short review of extant findings related to DS in retailing. Subsequently, we elaborate on two retailing-orientated functionalities for retailing and develop two specific research questions.
Author(s): Christine Bauer, Marion Garaus, Christine Strauss, Udo Wagner
Publication date: 2018
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