A&F Marketing - Consumer Psychology

Examples of published studies using the Consumer Lab

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),697-713.


Orth, U.R., Machiels, C.J.A., Rose, G.M. (2020). The reverse Napoleon effect: The brand appreciation of tall people by looking up. Psychology & Marketing, 37(9) , 1194-1211. http://dx.doi.org/10.1002/mar.21352

Yarar, N. and Orth, U. R. (2018). Consumer lay theories on healthy nutrition: A Q methodology application in Germany. Appetite, 120, 145-157. https://doi.org/10.1016/j.appet.2017.08.026

Orth, U. R., Cornwell, T. B., Ohlhoff, J., & Naber, C. (2017). Seeing faces: The role of brand visual processing and social connection in brand liking. European Journal of Social Psychology, 47(3), 348-361. https://doi.org/10.1002/ejsp.2245

Karnal, N., Machiels, C.J.A., Orth, U.R., & Mai, R. (2016). Healthy by design, but only when in focus: Communicating non-verbal health cues through symbolic meaning in packaging. Food Quality and Preference, 52, 106-119. http://doi.org/10.1016/j.foodqual.2016.04.004.

Nibbe, N., & Orth, U. R. (2014). Semantic Congruence Effects Across two Sensory Modalities: An Implicit Association Perspective. Ideas in Marketing: Finding the New and Polishing the Old, 622–622. doi:10.1007/978-3-319-10951-0_228

Orth, U. R., & Crouch, R. C. (2014). Is beauty in the aisles of the retailer? Package processing in visually complex contexts. Journal of Retailing, 90(4), 524-537. https://doi.org/10.1016/j.jretai.2014.05.004