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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 facilitatorsof 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Sedghi, T., Hüttl-Maack, V.: The Advantage of Trustworthiness or the Drawback of Being Outdated?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. (2022): 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. Sustainable Production and Consumption,  Vol. 33, 520-530.

Daume, J., Hüttl-Maack, V.: Consumers’ Situational Curiosity: A Review of Research on Antecedents and Consequences of Curiosity in Marketing-Relevant Situations, in: Marketing ZFP, Vol. 44, No. 1, 37-55.

Gatter,S., Hüttl-Maack, V., Rauschnabel, P.A.: Can Augmented Reality Satisfy Consumers' Need for Touch?, in: Psychology & Marketing, Vol. 39, No. 3, 508-523. 

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.

Gatter, M. S., Hüttl-Maack, V.: 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.

Sedghi, T., Hüttl-Maack, V.: 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.: 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), No. 3, 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.

Nach ihrem Studium der Betriebswirtschaftslehre an der Universität Augsburg und der University of Wales (UK) war Verena Hüttl-Maack (geb. Hüttl) als wissenschaftliche Mitarbeiterin am Lehrstuhl für Marketing, Marktforschung und Informationsmanagement (Prof. Dr. Heribert Gierl) der Universität Augsburg tätig. Die Promotion erfolgte 2010 mit einer Arbeit zum Thema Markenerweiterungen. Anschließend setzte sie die Arbeit an der Universität Augsburg als Akademische Rätin und Habilitandin fort. Nach einem dreimonatigen Forschungsaufenthalt an der University of Pittsburgh (USA) übernahm sie 2012 die Vertretung des Lehrstuhls für Marketing und Konsumentenverhalten (ehemals Lehrstuhl für Marketing II) an der Universität Hohenheim. Verena Hüttl-Maack habilitierte sich 2013 und erhielt im selben Jahr den Ruf auf den Lehrstuhl für Marketing und Konsumentenverhalten. Ihre Forschungsschwerpunkte liegen in den Bereichen Consumer Behavior, Markenmanagement und Werbewirkungsforschung und ihre Arbeiten wurden in renommierten Fachzeitschriften wie beispielsweise dem International Journal of Research in Marketing, Marketing Letters oder Psychology & Marketing publiziert.