Journal contribution (peer reviewed)

Benos, T., Burkert, M., Hüttl-Maack, V., Petropoulou, E. (2022): When mindful consumption meets short food supply chains: Empirical evidence on how higher-level motivations influence consumers, in: Sustainable Production and Consumption, Vol. 33, p. 520-530.

Daume, J., Hüttl-Maack, V. (2022): Consumers’ situational curiosity: A review of research on antecedents and consequences of curiosity in marketing-relevant situations, in: Marketing ZFP, Vol. 44, No. 1, p. 37-55.

Gatter, S., Hüttl-Maack, V., Rauschnabel, P.A. (2022): Can augmented reality satisfy consumers' need for touch?, in: Psychology & Marketing, Vol. 39, No. 3, p. 508-523.

Daume, J., Hüttl-Maack, V. (2020): 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, p. 307 - 328.

Hüttl-Maack, V., Daume, J. (2019): Does Curiosity Make Consumers Less Critical? Effects of Ad-Induced Curiosity on Persuasion Knowledge and Counterarguing, in: NA-Advances of Consumer Research, Vol. 39, p. 307 - 328.

Daume, J., Hüttl-Maack, V. (2019): Curiosity-inducing advertising: how positive emotions and expectations drive the effect of curiosity on consumer evaluations of products, in: International Journal of Advertising (published online).

Hüttl-Maack, V. (2018): Visual art in advertising: new insights on the role of consumers' art interest and its interplay with the hedonic value of the advertised product, in: Journal of Product and Brand Management, Vol. 27, No. 3, p. 262-276.

Hüttl-Maack, V., Pick, D., Gierl, H. (2018): Handle with Care! How majority cues can reduce the negative effects of warnings of foreseeable product failures, in: Review of Managerial Science (forthcoming)

Hüttl-Maack, V.; Gatter, M. S. (2017): 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, p. 705 - 723.

Schwenk, J.; Hüttl-Maack, V. (2017): 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. (eds.): Advances in Advertising Research (Vol. VII), Springer Gabler, p. 43 - 56.

Steiner, M.; Helm, R.; Hüttl-Maack, V. (2017): A Customer-based Approach for Selecting Attributes and Levels for Preference Measurement and New Product Development, in: International Journal of Product Development.

Daume, J.; Hüttl-Maack, V. (2016): I want you to open my letter: Effects of uncommon envelope formats and materials, in: Transfer- Werbeforschung & Praxis, Vol. 62, No. 3, p. 6 - 19.

Hüttl-Maack, V.; Schwenk, J. (2016): Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions, in: Verlegh, P., Voorveld, H., Eisend, M. (eds.): Advances in Advertising Research (Vol. VI), Gabler, p. 351 - 363.

Hüttl-Maack, V., Gierl, H. (2015): How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions, in: Advances in Advertising Research, Vol. V.

Gierl, H.; Huettl-Maack, V. (2014): 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, V.; Gierl, H. (2013): 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. (2012): 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.

Gierl, H.; Huettl, V. (2012): How does non-diagnostic information affect product evaluation? in: Review of Managerial Science, Vol. 6, No. 2, S. 131-159.

Gierl, H.; Huettl, V. (2011): 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. (2011): 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.

Gierl, H.; Huettl, V. (2010): 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.

Articles in edited books

Hüttl-Maack, V.; Gierl, H. (2016): Einsatz des Verkaufsgesprächs im Rahmen der Dialogkommunikation, in: Bruh, M., Esch, F.-R., Langer, T. (eds.): Handbuch Instrumente der Kommunikation (2nd. edition), Gabler, p. 387 - 404)

Huettl, V.; Gierl, H. (2012): 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.

Gierl, H.; Hüttl, V. (2009): Die Berücksichtigung von Medienwirkungen in der Mediaplanung, in: Groeppel-Klein, A; Germelmann, C.C. (eds.): Medien im Marketing, Wiesbaden: Gabler, S. 397  -423.

Gierl, H.; Hüttl, V. (2008): Persönliche Kommunikation, in: Bruhn, M.; Esch, F.-R.; Langner, T. (eds..): Handbuch Kommunikation, Wiesbaden: Gabler, S. 231-247.

Contribution to conference

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: International Conference on Research in Advertising (ICORIA), June 2019, Krems.

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 International Conference on Research in Advertising (ICORIA), 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 European Marketing Academy (EMAC), May 2019, Hamburg.

Hüttl-Maack, V., Daume, J. (2019): Does Curiosity Make Consumers Less Critical? Effects of Ad-Induced Curiosity on Persuasion Knowledge and Counterarguing, in: Proceedings of the 48th European Marketing Academy (EMAC), May 2019, Hamburg.

Daume, J., Hüttl-Maack, V. (2018): How curiosity-inducing advertising affects consumers' responses: An examination of different curiosity triggers and resulting processes, in: Proceeings of the 17th International Conference on Research in Advertising (ICORIA), June 2018, Valencia.

Sedghi, T., Hüttl-Maack, V. (2018): How does this fit into the puzzle? The role of curiosity in consumer evaluations of brand extensions, in: Proceedings of the 47th European Marketing Academy (EMAC), June 2018, Glasgow.

Hüttl-Maack, V., Gatter, M.S. (2018): Thinking about money - caring for the future? When and how money priming encourages people to provide for retirement, in: Proceedings of the 47th European Marketing Academy (EMAC), June 2018, Glasgow.

Schwenk, J., Hüttl-Maack, V. (2018): Adding value to local brands through foreign language cues, in: Proceedings of the 47th European marketing Academy (EMAC), June 2018, Glasgow.

Gatter, M.S., Hüttl-Maack, V. (2018): How money priming affects consumer responses towards competitive advertising, in: Proceedings of the 47th European Marketing Academy (EMAC), June 2018, Glasgow.

Gatter, M. S.; Hüttl-Maack, V. (2016): 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.

Daume, J.; Hüttl-Maack, V. (2016): How Curiosity and Curiosity-Induced Feelings Affect Product Evaluations, in: Proceedings of the 45th European Marketing Academy (EMAC), May 2016, Olso.

Schwenk, J.; Hüttl-Maack, V.; Pagel, S. (2015): Promoting the Shareconomy: The effectiveness of beneficial appeals to advertise renting and reselling platforms, in: Proceedings of the 14 th ICORIA: International Conference on Research in Advertising, July 2015, London.

Huettl-Maack, V.; Schwenk, J. (2014): 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. (2014): 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.; Gierl, H. (2013): 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. (2012): 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.

Huettl, V.; Gierl, H. (2012): 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.

Huettl, V.; Gierl, H. (2011): 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. (2011): How does event-sharing affect product evaluation? in: Proceedings of the 40th Annual Conference of the European Marketing Academy (EMAC), May 2011, Ljubljana.

Huettl, V.; Gierl, H. (2009): Using explanatory links in advertisements of brand extensions, in: Proceedings of the 8th ICORIA: International Conference on Research in Advertising, June 2009, Klagenfurt.

PhD Thesis

Hüttl, V. (2011): Die Wirkung von Ähnlichkeit und Zusatzinformation auf den Erfolg von Markenerweiterungen, Aachen: Shaker.

After studying business administration at the University of Augsburg and the University of Wales (UK), Verena Hüttl-Maack (née Hüttl) worked as a research assistant at the Chair of Marketing, Market Research and Information Management (Prof. Dr. Heribert Gierl) at the University of Augsburg. She received her doctorate degree in 2010 with a thesis on brand extensions. She then continued her work at the University of Augsburg as an academic counselor and postdoc. After a three-month research stay at the University of Pittsburgh (USA), she took over the chair of Marketing and Consumer Behavior (formerly Chair of Marketing II) at the University of Hohenheim in 2012. Verena Hüttl-Maack habilitated in 2013 and was appointed to the Chair of Marketing and Consumer Behavior in the same year. Her research focuses on consumer behavior, brand management and advertising effectiveness research. Her work has been published in renowned journals such as the International Journal of Research in Marketing, Marketing Letters or Psychology & Marketing.