A&F Marketing - Consumer Psychology

Dr. Kristina Nickel

Research Assistant

Wilhelm-Seelig-Platz 6/7, R.118

Phone: +49 431 880-4825

EMail: kristina.nickel [at] ae.uni-kiel.de

Kristina Nickel (Dr. oec. troph.) received her doctoral degree from Kiel University in 2017. For her doctoral thesis she investigated gender differences in response to visual harmony. Her research interests include design research, cognitive psychology, gender studies, and cross-cultural issues. Her work has appeared in academic journals such as Journal of Business Ethics, International Marketing Review, Journal of Business Research, Journal of Consumer Behaviour, and International Journal of Research in Marketing. She has had conference proceedings and presentations accepted at AMA, ACR, AWBR, EMAC, and PDMA.




  • Nickel, K., Orth, U.R., & Kumar, M. (2020). Designing for the genders: The role of visual harmony, International Journal of Research in Marketing, 37(4), pp. 697-713. https://doi.org/10.1016/j.ijresmar.2020.02.006. 
  • Orth, U.R., Nickel, K., Böhm, R., & Röwe, K. (2020). Agreement by design: The effect of visual harmony on responses to surveys, Journal of Consumer Behaviour, 19(2), pp. 196-207. 
  • Haberstroh, K., & Orth, U.R. (2019). "I" Value Contrast, but "We" Appreciate Harmony: Self-Construal Reflects Cultural Differences in Response to Visual Design. In E. Gurel-Atay & L. Kahle (Eds.), Consumer Social Values (pp. 50-69). New York, NY: Taylor and Francis.
  • Orth, U.R., Hoffmann, S., & Nickel, K. (née Haberstroh) (2019). Moral decoupling feels good and makes buying counterfeits easy. Journal of Business Research, 98, pp. 117-125.
  • Haberstroh, K., Orth, U., & Kumar, M. (2018). Gender Differences in Response to Visual Harmony: Why and When? in M. Geuens, M. Pandalaere, M. Tuan Pham, & I. Vermeir (Eds.), European Advances in Consumer Research Volume 11 (pp. 83-84). Duluth, MN: Assiciation for Consumer Research
  • Haberstroh et al. (2018). Through the lens of self-construal: Cross-cultural variation in consumers’ appreciation of harmony in marketing visuals. International Marketing Review, 35(3), pp. 429-457.
  • Haberstroh, K., Orth, U.R., Hoffmann, S., & 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. 161-173.
  • Haberstroh, K., Orth, U.R., Bouzdine-Chameeva, T., Cohen, J., Corsi, A., Crouch, R., & De Marchi, R. (2016). Designing Culturally Specific Wine Packages: The Case of Visual Harmony. In J. Bruwer, L. Lockshin, A. Corsi, J. Cohen & M. Hirche (Eds.), Proceedings from AWBR ’16: Wine Business Research that Matters (pp. 342-352). Adelaide, Australia.


  • “Gender Differences in Response to Visual Harmony: Why and When?”, 11th European ACR Conference, Ghent, Belgium, 21-23 June 2018.
  • "Management der Markenkommunikation“, openCampus (Bildungscluster der starterkitchen Kiel), Kiel, Germany, 25 Januar 2017.
  • “Gender Marketing: Die Rolle visueller Harmonie”, Marketingimpulse des Marketing Club Schleswig-Holstein e.V., Kiel, Germany, 13 September 2016.
  • “Finding Harmony Between Gender Identity and Design Preferences of Consumers”, EMAC 1st Junior Faculty & Doctoral Student Research Camp, Vienna, Austria, 02 September 2016.
  • “Designing Culturally Specific Wine Packages: The Case of Visual Harmony”, AWBR Conference, Adelaide, Australia, 18 February 2016.
  • “Moralische Entkopplung: Ein Erklärungsansatz zum (un)verantwortlichen Handeln von Konsumenten“, 65th Annual Conference of Faculty of Agricultural and Nutritional Sciences, Kiel, Germany, 05 February 2015.
  • “I” Value Contrast, but “We” Appreciate Harmony: Self-construal Reflects Cultural Differences in Response to Visual Design, AMA Summer Marketing Educators’ Pre-Conference, San Francisco, USA, 01 August 2014.


  • "Gender Research Prize" for the dissertation titled “Gender Differences in Response to Visual Harmony: Disentangling Biological and Social Factors”, CAU, 06 June 2018, Kiel, Germany.

  • "Best Student Paper Award" for the paper titled “Gender Based Design of New Products: What Matters more Biological Gender or Gender Identity?”, PDMA Research Forum, 15-16 October 2016, Atlanta, USA.