Udo Wagner
Short Bio
Udo Wagner received his M.A. in Mathematics and his Doctorate in Econometrics, both from the Technical University of Vienna. His venia docendi for Operational Research and Quantitative Management is from the Vienna University of Economics and Business Administration. In 2006, he received an honorary doctorate from the Technical University Braunschweig in Germany. He held positions at Purdue University, Indiana, USA; at ESSEC, France; at the Technical University of Karlsruhe, Germany; and at the Vienna University of Economics and Business Administration, Austria. From 1991 – 2020 he was chaired professor of Management at the University of Vienna. In addition, he was visiting professor at many universities Europe, Asia, and America. Udo Wagner served as president of the European Marketing Academy from 2012 – 2014, and as Chairman of the Marketing Section of the German Academic Association for Business Research between 2014 and 2015. His main stream of research concentrates on marketing with an emphasis on marketing research and models of consumer behaviour applied to empirical data. Udo Wagner is (co-) editor of 17 books, (co-)author of 2 monographs and more than 250 publications with a majority in refereed international journals (e.g., Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing).
Research Output
- 2022
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"Der Glaube an Markt- und Meinungsforschung in Österreich"2022
Wie Meinungsforschung funktionieren sollte. Das Image von Meinungsumfragen hat in der letzten Zeit durch verschiedene öffentliche Debatten an Marktwert verloren bzw. in der Bevölkerung zu Unsicherheiten bezüglich des Wahrheitsgehalts geführt.
Author(s): Udo Wagner
Publication date: 26. 1. 2022
Publisher: PROST Magazin
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"Kundenbindungsprogramme aus der Sicht des Marketings"2022 Pages: 21-36
Author(s): Udo Wagner
Publication date: 2022
Publisher: WUV Facultas
Pages: 21-36
Host publication editor(s): S. Kirchmayr, M. Miernicki, A. Weilinger, A. Wimmer
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"Selfie campaigns as advertising tactic: mental imagery as a driver of brand interest and participation"2022 in: International Journal of Advertising.
Author(s): Marion Garaus, Elisabeth Wolfsteiner, Udo Wagner, Alexander Girschick
Publication date: 2022
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1080/02650487.2022.2095836
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"Effects of acoustic stimuli complementing out-of-home advertising"2022 in: Marketing: Zeitschrift für Forschung und Praxis. Volume: 44. Issue number: 1 Pages: 23-36
Consumers are being exposed to an ever-growing number of promotional offers. Therefore, innovative communication measures are required to deliver advertising messages to potential customers effectively. The present work investigates the interaction of acoustic and visual stimuli of an advertising campaign in the out-of-home arena. Research into the integration of these two modalities has so far received little attention in the literature.
The investigations focus on the effects of the multisensory integration of a poster with two types of acoustic stimuli: verbal slogans, and the sounds of products which can be heard when they are being consumed. Neural research into human information processing provides the basis for the development of a number of hypotheses. A field experiment comprising two quantitative studies involves a poster presented in a citylight accompanied by acoustic cues. Passers-by are exposed the poster and one of two sounds or only the poster. Means of observation and communication measure the resulting effects in terms of attention, brand recognition, intrusiveness and attitude toward the brand and the findings result from the comparison between the three groups. Three main results which contribute to our understanding of the field stand out: Acoustic signals increase attention and the a certain degree brand recognition but at the same time they are perceived as being intrusive.
Cooperation with two companies (one which hires out space for out-of-home advertising and a producer of dairy products) ensures the practical relevance of this research. We recommend considering the combining of out-of-home advertising with acoustic stimuli for selected projects thereby carefully balancing the advantages of attention generation with the disadvantages of perceived intrusiveness.
Author(s): Udo Wagner, Roland Ruhm
Publication date: 2022
Volume: 44
Issue number: 1
Pages: 23-36
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"Entwicklungslinien der quantitativen Marketingforschung im deutschsprachigen Raum"2022 Pages: 213-239
This article defines the field of quantitative marketing focusing on a research paradigm that prevailed in the second third of the 20th century, especially in the Anglo-American countries. In doing so, we deal with developments that have occurred - with some time delay - in German-speaking universities in this filed. We perceive the active participation of German-speaking academics in international conferences as well as the opening of scholarly journals to an international authorship using English as a connecting "lingua franca" as a key driver of change. In our evaluation, in the second decade of this century, a significant number of German-speaking scientists (and at an increasing rate) established themselves in the global, relevant cutting-edge research community. This is proven by a bibliometric analysis of publications of German-language provenance, which we carry out for those periodicals that we consider to be top international journals in the subject area defined above, and to which we contrast the development in German-language media.
Author(s): Lutz Hildebrandt, Udo Wagner
Publication date: 2022
Place of Publication Volume: Wiesbaden
Publisher: Springer Gabler
Pages: 213-239
Electronic version(s), related files and links: http://dx.doi.org/https://doi.org/10.1007/978-3-658-35155-7
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