A&F Marketing - Consumer Psychology


  • 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.