A&F Marketing - Consumer Psychology

Publications

 

Selected Publications:

Publications in peer-reviewed and refereed journals

 

  • Yarar, N. and Orth, U. R. (2018): Consumer lay theories on healthy nutrition: A Q methodology application in Germany. Appetite, 120:145-157.
  • Orth, U., Cornwell, T.B., Ohlhoff, J., and Naber, C. (2017). Seeing faces: The role of brand visual processing and social connection in brand liking. Journal: European Journal of Social Psychology. August 10, 2017.
  • Haberstroh, K., Orth, U.R., Hoffmann, S. und Brunk, B. (2017): Consumer Response to Unethical Corporate Behavior: A Re-Examination and Extension of the Moral Decoupling Model. Journal of Business Ethics, 140(1), pp. 161-174.
  • Machiels, C.J.A. and Orth, U.R. (2017): Verticality in product labels and shelves as a metaphorical cue to quality. Journal of Retailing and Consumer Services, 37, 195-203, 18 May 2017, http://dx.doi.org/10.1016/j.jretconser.2017.02.009.
  • Orth, U.R., Wirtz, J., and McKinney, A. (2016): "Shopping experiences in visually complx envorinments: a self-regulation account," Journal of Service Management, 27(2), 194-217.
  • Machiels, C.J.A. & Karnal, N. (2016). See how tasty it is? Effects of symbolic cues on product evaluation and taste. Food Quality and Preference, 52, 195-202.
  • Karnal, N., Machiels, C.J.A., Orth, U.R., and Mai, R. (2016): Healthy by desigh, but only when in focus: Communicating non-verbal health cues through symbolic meaning in packaging, Food Quality an Preference, Volume 52, 106-119.
  • Rose, Gregory M., Merchant, A., Orth, U., and Horstmann, F. (2016): Emphasizing brand heritage: Does ist work? And how?, Journal of Business Research, Vol. 69, pp.936-943. 
  • Proksch, M., Orth, U.R., and Cornwell, T.B. (2015) “Competence enhancement and anticipated emotion as motivational drivers of brand attachment,” Psychology & Marketing, 32(9), 934–949.

  • Orth, U.R., and Gal, S. (2014) “Persuasive mechanisms of nostalgic brand packages,” Applied Cognitive Psychology, 28, 161-173.
  • Giese, J.L., Malkewitz, K., Orth, U.R., and Henderson, P. (2014) “Advancing the aesthetic middle principle: trade-offs in design attractiveness and strength,” Journal of Business Research, 67(6), 1154–116.
  • Orth, U. and Crouch, R. (2014): Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts, Journal of Retailing, 90(4), 524-537.
  • Orth, U. and Wirtz, J. (2014): Consumer Processing of Interior Service Environments: The Interplay Among Visual Complexity, Processing Fluency, and Attractiveness, Journal of Service Research, 17(3), 296-309.
  • Proksch, M., Orth, U., and Bethge, F. (2013): Disentangling the influence of attachment anxiety and attachment security in consumer formation of attachments to brands, Journal of Consumer Behaviour, 12, 318–326.
  • Littel, S. and U. Orth (2013), "Effects of package visuals and haptics on brand evaluations," European Journal of Marketing, Vol. 47 (1), 198-217.
  • Orth, U.R., Bouzdine-Chameeva, and Brand, K. (2013), "Trust during retail encounters: A touchy proposition,” Journal of Retailing, 89(3), 301-314.
  • Schmalz, S., and Orth, U.R. (2012), "Brand Attachment and Consumer Emotional Response to Unethical Firm Behavior: A Cause and Consequence Perspective," Psychology & Marketing, 29 (11), 869-884.
  • Minton, E., Lee, C., Orth, U., Kim, C., & Kahle, L. (2012), "Sustainable Marketing and Social Media: A Cross-Country Analysis of Motives for Sustainable Behaviors," Journal of Advertising, 41(4), 69-84.
  • Orth, U. R. and Malkewitz, K. (2012), "The Accuracy of Design-based Judgments: A Constructivist Approach," Journal of Retailing, 88 (3), 421–436.
  • Orth, U., Gal, S. (2012), "Nostalgic brands as mood boosters," Journal of Brand Management, 19, 666 – 679.
  • Orth, U., Heinrich, F., Malkewitz, K. (2012), "Servicescape interior design and consumers' personality impressions," Journal of Services Marketing, Vol. 26 (3), 194 – 203.
  • Orth, U. R., Stöckl, A., Veale, R., Brouard, J., Cavicchi, A., Faraoni, M., Larreina, M., Lecat, B., Olsen, J., Rodriguez-Santos, C., Santini, C., Wilson, D. (2012), "Using attribution theory to explain tourists' attachments to place-based brands," Journal of Business Research, 65 (9), 1321-1327.
  • Orth, U., D. Campana, and K. Malkewitz (2010): "Formation of Consumer Price Expectation based on Package Design: Attractive and Quality Routes," Journal of Marketing Theory and Practice, 18(1), 23-40.
  • Orth, U. R. (2009), "The Power of Packages – New Insights from Consumer Psychology Research," Fruit Processing 5/2009, p. 234-236.
  • Limon, Y., Kahle,L. R. and Orth, U.R. (2009), "Package Design as a Communications Vehicle in Cross-Cultural Values Shopping," Journal of International Marketing, 17 (1), 30–57.
  • Orth, U. und R.C.G. Arnold (2009), "Understanding Wine Consumer Behavior: Recent Insights and Open Issues," Mercati e Competitività, 4/2009, 71-94.
  • Orth, Ulrich R. and Mark Green (2009), "Consumer Loyalty to Family versus Non-Family Business: The Roles of Store Image, Trust and Satisfaction,"Journal of Retailing and Consumer Services, 16, pp. 248-259.
  • Orth, Ulrich R. and Keven Malkewitz (2009), “Good from Far but far from good: the effects of visual fluency on impressions of package design,” Advances in Consumer Research, 36, 211-212.
  • Orth, Ulrich R.(2008), "Packages: The silent salesmen," Fruit Processing, 5 (2008), 262-267.
  • Orth, Ulrich R., Lynn R. Kahle (2008), "Intrapersonal Variation in Consumer Susceptibility to Normative Influence: Toward a Better Understanding of Brand Choice Decisions," Journal of Social Psychology, 148(4), 423-448.
  • Orth, Ulrich R. and Aureli Bourrain (2008), "The influence of nostalgic memories on consumer exploratory tendencies: Echoes from scents past," Journal of Retailing and Consumer Services, 15, 277-287.
  • Orth, Ulrich R. and Keven Malkewitz (2008), "Holistic Package Design and Consumer Brand Impressions,"Journal of Marketing, Vol. 72 (May), 64–81.
  • Orth,Ulrich R. and Renate De Marchi (2007), "Endurance of Advertising-Evoked Brand Image Beliefs in the Face of Product Trial,"Journal of Food Products Marketing, 13 (1), 31-44.
  • Orth,Ulrich R. and Renate De Marchi (2007),"Understanding the Relations between Functional, Symbolic, and Experiential Brand Beliefs, Product Experiential Attributes, and Product Schema: Advertising-Trial Interactions Revisited," Journal of Marketing Theory and Practice, 15 (3),219-233.
  • Orth, Ulrich R., Harold F. Koenig and Zuzana Firbasova (2007), "Cross-National Differences in Consumer Response to the Framing of Advertising Messages: An Exploratory Comparison from Central Europe," European Journal of Marketing, 41 (3/4),327-348.
  • Orth, Ulrich R. (2005), "Consumer Personality and other Factors in Situational Brand Choice Variation," Journal of Brand Management, 13(2), 115-133.
  • Orth, Ulrich R. and Kannapon Lopetcharat (2005), "Consumer-based Brand Equity versus Product Attribute Utility: A Comparative Approach for Craft Beer," Journal of Food Products Marketing, 11(4), 77-90.
  • Orth, Ulrich R. and Aureli Bourrain (2005), "Ambient Scent and Wine Consumer Exploratory Behavior: A Causal Analysis,"Journal of Wine Research, 16(2), 137-150.
  • Orth, Ulrich R., Marianne McGarry Wolf and Tim H. Dodds (2005), "Dimensions of Wine Region Equity and Their Impact on Consumer Preferences,"Journal of Product and Brand Management, 14(2), 88-97.
  • Orth, Ulrich R., Peter Oppenheim and Zuzana Firbasova (2004), "Measuring Message Framing Effects Across Europe," J. Targeting, Measurement and Analysis for Marketing, 13(4), 313-326.
  • Orth, Ulrich R., Kannapon Lopetcharat, Tom Shellhammer and Mina McDaniel (2004), "Promoting Brand Benefits to Consumers: The Role of Psychographic and Lifestyle Factors," Journal of Consumer Marketing, 21(2), 97-108.
  • Orth, U. and Holancova, D. (2003), "Consumers' Response to Sex Role Portrayals in Advertisements; Effects of Perceived Incongruity and Consumer Prejudices," Journal of Advertising, 32(4), 77-89.
  • Orth, U. and D. Holancova (2003), "Men's and Women's Responses to Sex Role Portrayals in Advertising," International J. Research in Marketing, 21(1), 77-88.
  • Orth, U. and Z. Firbasova (2003), "The Role of Consumer Ethnocentrism in Food Product Evaluation,"Agribusiness - An International Journal, 19(2), 137-153.
  • Orth, U. (2002), "Targeting the Un-Experienced and the Convenience Shopper," International Journal of Wine Marketing, 14(3), 80-82.
  • Orth, U. and J. Turecková (2002), "Positioning the Destination Product "Southern Moravia"," Journal of Vacation Marketing, 8(3), 247-26.
  • Orth, U. and P. Krska (2002), "Quality Signals in Wine Marketing," International Food and Agribusiness Management Review, 4, 385-397.
  • Orth, U. (2002), "Marketing Research: An Applied Orientation," Australasian Marketing Journal, 10(2), 72-74.
  • Orth, U. and J. Letál (2001), "Product Promotion by Attractive Communicators," Journal of Food Products Marketing, 7 (1 /2), 15-34.
  • Orth, U. and J. Létal (2001), "Perception of Domestic Versus Foreign-made Food Products: Country-of-origin Effects in Czech Republic and Austria," Journal of International Food & Agribusiness Marketing, 12 (2), 31-50.
  • Orth, U. and P. Krska (2001), "Estimating Optimal Prices For Wine Exhibition Awards Based on Comparative Judgements,"Journal of Food Products Marketing, 7 (1 /2), 81-95.
  • Orth, U. (2001), "Czech Food Shoppers' Evaluation of Domestic and EU-made Products," Zemedelská Ekonomika/Agricultural Economics, 47(1), 17-24.

 

Contributions to books and proceedings

  • Nibbe, Nathalie & Orth, Ulrich R. (2017): Odors in Marketing. In: Büttner, A. (Ed.), Springer Handbook of Odors, 1053-1067. Berlin.

  • Orth, U., Reisner U. (2011). Stimulating Word-of-mouth in wine marketing: A prototypical perspective. Proceedings 2011 AMS World Marketing Congress, 19. – 23.07.2011, ISSN 0149-7421, Reims/Frankreich.

  • Orth, U., Rose, G. (2011). Consumers' brand identity complexity: Conceptualization and initial evidence. Proceedings 2011 AMS World Marketing Congress, 19. – 23.07.2011, ISSN 0149-7421, Reims/Frankreich.
  • Orth, U., Limon, Y., Reimann, M., Bechara, A. (2011). Fresh faces for established brands: The role of holistic type and sequence of exposure in consumers' formation of trait inferences. Proceedings 2011 AMS World Marketing Congress, 19. – 23.07.2011, ISSN 0149-7421, Reims/Frankreich.
  • Orth, U., A. Stöckl et al. (2011). Wein & Tourismus: Determinanten und Konsequenzen emotionaler Bindung zu Regionen und deren Marken, in: Dreyer A. (Hrsg.): „Wein und Tourismus – Erfolg durch Synergien und Kooperationen“, Erich Schmidt Verlag, ISBN 978 3 503 12980 5, Schriften zu Tourismus und Freizeit, Band 11, S. 49 -60.
  • ORTH, U., KIM, M. and MALKEWITZ, K. (2009). The Effects of Thumbnail Page Design on Consumer Response in E-retailing. Proceedings of the 2009 Annual Conference of the International Textile and Apparel Association, September 29, 2009, Bellevue, WA
  • ORTH, U., MALKEWITZ K. and BEE, C. (2008). Gender and Personality Drivers of Consumer Mixed Emotional Response. Proceedings of the 2008 Academy of Marketing Science Conference, May 28-31, ISSN: 0149-7421, ISBN 0-939783-29-0, Vancouver, Canada
  • ORTH, U. (2008): Formation of Consumer Price Expectation Based on Package Design: Central and Peripheral Routes. Proceedings of the 2008 Academy of Marketing Science Conference, May 28-31, ISSN: 0149-7421, ISBN 0-939783-29-0, Vancouver, Canada.
  • Orth, U. (2006). Different Brands for Different Occasions - Drivers of Consumer Public and Private Choices. Proceedings of the 3rd International Wine Marketing Symposium, July 6-8, 2006, Montpellier/ France.
  • Orth, U., and K. Malkewitz (2006). Packaging Design as Resource for the Construction of Brand Identity. Proceedings of the 3rd International Wine Marketing Symposium, July 6-8, 2006, Montpellier/ France.
  • Orth, U., and M. Green (2006). Consumer Loyalty to Family vs. Non-Family Business: The Roles of Image, Trust, and Satisfaction. Proceedings of the 2006 Family Business Research Conference, April 28-30, 2006, Niagara Falls, NY.
  • Orth, U., and L. Kahle (2006). Intrapersonal Variation in Consumer Susceptibility to Normative Influence: Antecedents and Consequences. Proceedings of the Annual Conference of the Society for Consumer Psychology, 117-123, February 9-13, 2006, Miami/ FL.
  • Orth, U., and R. De Marchi (2005). The Interplay of Consumer Schema, Brand Image Beliefs, and Product Experiential Attributes: Can Branding Fool the Palate? Pangborn 2005, Proceedings of the Annual Conference of the Sensometric Society, 11.
  • Orth, U., and R. Metoyer (2005). Consumer Behavior in 3-Dimensional Virtual Wine Stores. Proceedings of the 2nd International Wine Marketing Symposium, July 6-8, Sonoma.
  • Orth, U. (2006). Creating and Managing Regional Umbrella Brands: A Comprehensive Quantitative Approach. Proceedings of the 2nd International Wine Marketing Symposium, July 6-8, Sonoma.
  • Orth, U., Bourrain, A. (2004). Optimum Stimulation Level Theory and the Differential Impact of Olfactory Stimuli on Consumer Exploratory Tendencies. Advances in Consumer Research, Association of Consumer Research Annual Conference, October 27-29, Portland, OR, in print.
  • Orth, U., and A. Bourrain (2004). Consumer Response to Scent-evoked Nostalgia. In: Developments in Marketing Science, Proceedings of the Academy of Marketing Science (AMS) Annual Conference, Vancouver, BC, May 26-30.
  • Orth, U., P. Oppenheim, and Z. Firbasova (2003). Message Framing Effects Across Nations, Global Marketing Track, in: Henderson, G. And M. Chapman Moore (eds): Marketing Theory and Application, 196-197, American Marketing Association Educators' Winter Conference, February 14-17, Orlando, FL.
  • Orth, U. (2002). Adding Credibility Beyond Ecolabels. Conference on Ecolabels and the Greening of the Food Market, Tufts University, November 6-9, Boston, MA.
  • Orth, U.; Miklíková, T. (2001).Central and Peripheral Routes to Communication Effectiveness: The Role of Source Attributes. Proceedings of the 4th International Conference on "Firma a konkurencní prostÍedí" (Firm and Competitive Environment), 150-157, Department of Marketing and Trade, Mendel University of Agriculture and Forestry Brno, Brno/ Czech Republic.
  • Orth, U. (2000). The Unpredictable Consumer: Implications for Food Distribution Systems. Proceedings of the 3nd International Conference on "Firma a konkurencní prostredí" (Firm and Competitive Environment), 106-113, Marketing Department, Mendel University of Agriculture and Forestry Brno, Brno/ Czech Republic.
  • Orth, U. (2000). Quality Function Deployment: A Means of Integrating Customer Expectations Throughout Cultivation Systems. in: Ogier, J.P. (ed.): Acta Horticulturae 536, 607-612, Guernsey, Channel Islands/ UK.
  • Orth, U. (2000). The Effect of Extrinsic Product Attributes on Buyer´s Perception of Product Quality: A Causal Approach. in: Florkowski, W.J.; Prussia, S.E.; Shewfelt, R.L. (eds.): Integrated View of Fruit & Vegetable Quality, 211-219, Technomic Publishing, Lancaster/ Pennsylvania.