Publikationen
2023
Hüttl‐Maack, V., Sedghi, T. M., & Daume, J. M. (2023). Through rose‐tinted glasses: How inducing and resolving curiosity makes consumers less skeptical and improves their product evaluations. Journal of Consumer Psychology. (in press)
Burkert, M., Hüttl-Maack, V., Gil, J. M. Rahmani, D. (2023). The influence of green consumption values on how consumers form overall sustainability perceptions of food products and brands. Journal of Sustainable Marketing, 4(1), 44-62.
Fella, S., Burkert, M., Hahn, R., Hüttl-Maack, V. (2023). The More, the Better? Sustainability-related Signals and Consumers’ Perception. Academy of Management Proceedings, 2023, 13084.
2022
Saile, K., Munz, R., Hüttl-Maack, V.: How providing COVID-19 mitigation instructions in a foreign language can increase people's sense of control, in: Plos One, Vol. 17/11.
Aouinait, C., Christen, D., Carlen, C., Massri, C., Reipurth, M., Hieke, S., Hegyi, A., Kujáni, K., Major, A., Szegedyné Fricz, A., Hüttl-Maack, V., Gawlik, D., Petropoulou, E., Alfaro, B., Santa Cruz, E., Lameris, M., Kuitems, J., Janssen, F., Braun, S., Chang, B.: Barriers and facilitators of purchasing from short food supply chains in europe: insights from a stakeholder perspective, in: International Journal of Food Studies, Vol. 11.
PI Chang, B., Massri, C., Reipurth, M., Petropoulou, E., Hüttl-Maack, V., Gawlik, D., Kujáni, K., Szente; V., Hegyi, A., Szegedyné Fricz, A., Santa Cruz, E., Benos, T., Aouinaït, C., Campos, D., Alfaro, B., Jansseni, F., Theodorakopoulou, I., Iliopoulos, C., Hieke, S.:Barriers and facilitators of purchasing from short food supply chains: evidence from consumer focus groups in Germany, Spain, Greece and Hungary, in: International Journal of Food Studies, Vol. 11.
Sedghi, T., Hüttl-Maack, V.: The Advantage of Trustworthiness or the Drawback of Being Outdated? How Brand Anthropomorphism Shapes the Effects of Brand Age Cues, in: Consumer Research NA Conference, October 2022, Denver.
Saile, K., Hüttl-Maack, V.: Native, foreign, or both? How language comprehension reduces persuasion knowledge when consumers process multilingual packaging, in: Proceedings of the 20th ICORIA: International Conference on Research in Advertising, June 2022, Prague.
Burkert, M., Fella, S., Hüttl-Maack, V., Hahn, R.: How objective information contributes to the subjective perception of the sustainability of products – Insights from a factorial survey, in: Proceedings of the 20th ICORIA: International Conference on Research in Advertising, June 2022, Prague.
Munz, R., Hüttl-Maack, V.: Lost in translation? Effects of multilingual packaging on consumers' product and brand evaluation, in: Proceedings of the 51st EMAC: European Marketing Academy, May 2022, Budapest.
Benos, T., Burkert, M., Hüttl-Maack, V., Petropoulou, E.: When Mindful Consumption Meets Short Food Supply Chains: Empirical Evidence on how Higher-level Motivations Influence Consumers. in: Sustainable Production and Consumption, Vol. 33, Pages 520-530.
Daume, J., Hüttl-Maack, V.: Consumers' Situational Curiosity: A Review of Research on Antecendets and Consequences of Curiosity in Marketing-Relevant Situations, in: Marketing ZFP, Vol. 44/1, Pages 37-55.
Gatter,S., Hüttl-Maack, V., Rauschnabel, P.A.: Can augmented reality satisfy consumers' need for touch?, in: Psychology & Marketing, Vol. 39/3, Pages 508-523, http://dx.doi.org/10.1002/mar.21618.
2021
Brodschelm, F., Schubach, S., Schumann, J.H., Hüttl-Maack, V.: Solving the Mystery about Mystery Deals - How the Resolution of Mystery Deals Impacts Consumers' Loyalty Intentions, in: Frontiers in Service Conference, July 2021, Philadelphia (online).
Brodschelm, F., Schubach, S., Schumann, J.H., Hüttl-Maack, V.: Solving the Mystery about Mystery Deals - How the Resolution of Mystery Deals Influences Consumers' Post-Purchase Behavior, in: Proceedings of the 50th EMAC: European Marketing Academy, May 2021, Madrid (online).
Saile, K., Munz, R., Hüttl-Maack, V.: Please calm down! The impact of foreign language use in public communication on affective response and its consequences - Evidence from COVID-19 mitigation instructions, in: Proceedings of the 19th ICORIA: International Conference on Research in Advertising, June 2021, Bordeaux (online).
Munz, R., Hüttl-Maack, V.: Lost in translation? A closer look at multilingual packaging and its impact on consumers' product and brand evaluation, in: Proceedings of the 19th ICORIA: International Conference on Research in Advertising, June 2021, Bordeaux (online).
2020
Hüttl-Maack, V., Sedghi, T.: When Curiosity Helps to Make Sense of It: How Ad-Evoked Curiosity Affects the Evaluation of Low-Fit Brand Extensions, in: NA-Advances of Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN: Association for Consumer Research, Pages: 420-421.
Hüttl-Maack, V., Gatter, S.: Any Item, Only $10! When and Why Same-Price Promotions Can Reduce Regret and the Pain of Paying, in: NA-Advances of Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN: Association for Consumer Research, Pages: 357-358.
Daume, J., Hüttl-Maack, V.: Curiosity-inducing advertising: how positive emotions and expectations drive the effect of curiosity on consumer evaluations of products, in: International Journal of Advertising, Vol. 39, No 2, 307-328.
2019
Hüttl-Maack, V., Daume, J.: Does Curiosity Make Consumers Less Critical? Effects of Ad-Induced Curiosity on Persuasion Knowledge and Counterarguing, in: NA-Advances of Consumer Research, October 2019, Atlanta.
Sedghi, T., Hüttl-Maack, V. (2019): The power of experiencing curiosity: How ad-evoked curiosity improves the evaluation of low-fit brand extensions, in: Proceedings of the 18th ICORIA: International Conference on Research in Advertising, June 2019, Krems.
Gatter, M. S., Hüttl-Maack, V. (2019): The Pleasure of a Battle: The Effect of Competitive Advertising on Arousal and the Perceived Hedonic Value of Products, in: Proceedings of the 18th ICORIA: International Conference on Research in Advertising, June 2019, Krems.
Gatter, M. S., Hüttl-Maack, V. (2019): The pleasure of a battle: How competitive advertising increases the perceived hedonic value of products, in: Proceedings of the 48th EMAC: European Marketing Academy, Mai 2019, Hamburg.
Hüttl-Maack, V., Daume, J.: Does Curiosity Make Consumers Less Critical? Effects of Ad-Induced Curiosity on Persuasion Knowledge and Counterarguing, in: Proceedings of the 48th EMAC: European Marketing Academy, Mai 2019, Hamburg.
2018
Daume, J., Hüttl-Maack, V.: How curiosity-inducing advertising affects consumers' responses: An examination of different curiosity triggers and resulting processes, in: Proceedings of the 17th ICORIA: International Conference on Research in Advertising, June 2018, Valencia.
Hüttl-Maack V., Gatter M. S.: Thinking about money - caring for the future? When and how money priming encourages people to provide for retirement, in: Proceedings of the 47th EMAC: European Marketing Academy, Mai 2018, Glasgow.
Gatter, M. S., Hüttl-Maack, V.: How money priming affects consumer responses towards competitive advertising, in: Proceedings of the 47th EMAC: European Marketing Academy, Mai 2018, Glasgow.
Sedghi, T., Hüttl-Maack, V.: How does this fit into the puzzle? The role of curiosity in consumer evaluations of brand extensions, in: Proceedings of the 47th EMAC: European Marketing Academy, Mai 2018, Glasgow.
Schwenk, J., Hüttl-Maack, V.: Adding value to local brands through foreign language cues, in: Proceedings of the 47th EMAC: European Marketing Academy, Mai 2018, Glasgow.
Hüttl-Maack, V.: Visual art in advertising: New insights on the role of consumers' art interest, the product's hedonic value and the preception of the brand, in: Journal of Product and Brand Management, Vol. 27, S. 262 - 276.
Hüttl-Maack, V., Pick, D., Gierl H.: Handle with care! How majority cues can reduce the negative effects of warnings of foreseeable product failures, in: Review of Managerial Science, Vol. 13, No. 4, S. 689 - 723.
2017
Hüttl-Maack, V.; Gatter, M. S.: How money priming affects consumers in an advertising context: the role of product conspicuousness and consumers' signalling needs, in: International Journal of Advertising, Vol. 36, S. 705 - 723.
Schwenk, J.; Hüttl-Maack, V.: Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms, in: Christodoulides, G., Stathopoulou, A., Eisend, M. (Hrsg.): Advances in Advertising Research (Vol. VII), Springer Gabler, S. 43 - 56.
Steiner, M.; Helm, R.; Hüttl-Maack, V.: A Customer-based Approach for Selecting Attributes and Levels for Preference Measurement and New Product Development, in: International Journal of Product Development (Vol. 12), No. 4, S. 233 - 266.
2016
Hüttl-Maack, V.; Gierl, H.: Einsatz des Verkaufsgesprächs im Rahmen der Dialogkommunikation, in: Bruhn, M., Esch, F.-R., Langner, T. (Hrsg.): Handbuch Instrumente der Kommunikation (2. Auflage), Gabler, S. 387-404.
Hüttl-Maack, V.; Schwenk, J.: Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions, in: Verlegh, P., Voorveld, H., Eisend, M. (Hrsg.): Advances in Advertising Research (Vol. VI), Gabler, S. 351-363.
Daume, J.; Hüttl-Maack, V.; Gierl, H.: I want you to open my letter: Effects of uncommon envelope formats and materials, in: Transfer - Werbeforschung & Praxis, Vol. 62, No. 3, S. 6 - 19.
Daume, J.; Hüttl-Maack, V.: How Curiosity and Curiosity-Induced Feelings Affect Product Evaluations, in: Proceedings of the 45th European Marketing Academy (EMAC), May 2016, Oslo.
Gatter, M. S.; Hüttl-Maack, V.: How Money Priming Affects Product Evaluation and Self-Brand Connection, in: Proceedings of the 15th ICORIA: International Conference on Research in Advertising, June 2016, Ljubljana.
2015
Hüttl-Maack, V., Gierl, H.: How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions, in: Advances in Advertising Research, Vol. V.
Schwenk, J.; Huettl-Maack, V.; Pagel, S.: Promoting the Shareconomy: The effectiveness of beneficial appeals to advertise renting and reselling platforms, in: Proceedings of the 14th ICORIA: International Conference on Research in Advertising, Juli 2015, London.
2014
Gierl, H.; Huettl-Maack, V.: When and Why are Price Lotteries Effective at Promoting Products? in: Marketing ZFP - Journal of Research and Management, Vol. 36, No. 3, S. 176-186.
Huettl-Maack, V.; Schwenk, J.: Does your product speak the right language? Effects of multilingual product packaging, in: Proceedings of the 13th ICORIA: International Conference on Research in Advertising, June 2014, Amsterdam.
Huettl-Maack, V.; Daume, J.; Gierl, H.: I want you to open my letter: Effects of uncommon envelope formats and materials, in: Proceedings of the 43rd Annual Conference of the European Marketing Academy (EMAC), June 2014, Valencia.
Huettl, V.; Kovacheva, A; Inman, J: Planned but Not Purchased? A Field Study of Drivers and Consequences of Failed Purchases, in: Proceedings of the Association for Consumer Research 2014 North American Conference
2013
Huettl, V.; Gierl, H.: Electronic Word-of-Mouth: Does the Number of Reviewing Customers and the Dispersion of Star Ratings Affect Evaluations? in: Transfer - Werbeforschung & Praxis, Nr. 4/13, S. 6-18.
Huettl, V.; Gierl, H.: How to avoid brand dilution: The use of conjunctive cues in advertisements for brand extensions, in: Proceedings of the 12th ICORIA: International Conference on Research in Advertising, June 2013, Zagreb.
Huettl, V.; Gierl, H.: Are Price Lotteries or Price Discounts More Effective in Influencing Customer Choice? in: Proceedings of the 42nd Annual Conference of the European Marketing Academy (EMAC)
2012
Huettl, V.; Gierl, H.: Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information, in: Marketing Letters, Vol. 23, No. 3, S. 893-904.
Huettl, V.; Gierl, H.: Visual art in advertising: The moderating effect of hedonic vs. utilitarian product positioning in: Proceedings of the 41st Annual Conference of the European Marketing Academy (EMAC), May 2012, Lisbon.
Gierl, H.; Huettl, V.: How does non-diagnostic information affect product evaluation? in: Review of Managerial Science, Vol. 6, No. 2, S. 131-159.
Huettl, V.; Gierl, H.: Effects of slim and heavy advertising models on appearance self-esteem and product evaluation, in: Eisend, M.; Langner, T.; & Okazaki, S. (eds.): Advances in advertising research (Vol. III), Springer Gabler.
Huettl, V.; Gierl, H.: Electronic word-of-mouth: Do the number of reviewing customers and the dispersion of ratings affect evaluations?, in: Proceedings of the 11th ICORIA: International Conference on Research in Advertising, June 2012, Stockholm.
2011
Gierl, H.; Huettl, V.: A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation, in: International Journal of Research in Marketing, Vol. 28, No. 2, S. 120-133.
Bambauer-Sachse, S.; Huettl, V.; Gierl, H.: Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit? in: Psychology & Marketing, Vol. 28, No. 2, S. 205-218.
Huettl, V.; Gierl, H.: The impact of the size of advertising models on consumer appearance self-esteem and product evaluations, in: Proceedings of the 10th ICORIA: International Conference on Research in Advertising, June 2011, Berlin.
Huettl, V.; Gierl, H.: How does event-sharing affect product evaluation? in: Proceedings of the 40th Annual Conference of the European Marketing Academy (EMAC), May 2011, Ljubljana.
Hüttl, V.: Die Wirkung von Ähnlichkeit und Zusatzinformation auf den Erfolg von Markenerweiterungen, Aachen: Shaker.
2010
Gierl, H.; Huettl, V.: Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption, in: International Journal of Research in Marketing, Vol. 27, No. 3, S. 225-235.
2009
Gierl, H.; Hüttl, V.: Die Berücksichtigung von Medienwirkungen in der Mediaplanung, in: Groeppel-Klein, A; Germelmann, C.C. (Hrsg.): Medien im Marketing, Wiesbaden: Gabler, S. 397-423.
Huettl, V.; Gierl, H.: Using explanatory links in advertisements of brand extensions, in: Proceedings of the 8th ICORIA: International Conference on Research in Advertising, June 2009, Klagenfurt.
2008
Gierl, H.; Hüttl, V.: Persönliche Kommunikation, in: Bruhn, M.; Esch, F.-R.; Langner, T. (Hrsg.): Handbuch Kommunikation, Wiesbaden: Gabler, S. 231-247.