Marion Garaus
MODUL University Vienna
Human multitaskingAdvertisingProduct (category theory)Conceptual frameworkBusinessProduct categoryPsychologyVisual merchandisingMarketingMatching (statistics)Empirical evidenceCognitionConstruct (philosophy)Extant taxonConsumer behaviourPerceptionValue (ethics)Digital signageSpace (commercial competition)Consumer confusionConfusionAffect (psychology)Computer scienceMultimediaComprehensionPoint of saleStructural equation modelingSocial psychologyInformation processingCategorization
23Publications
9H-index
190Citations
Publications 23
Newest
#1Lidija Lalicic (MODUL University Vienna)H-Index: 10
#2Marion Garaus (MODUL University Vienna)H-Index: 9
This study investigates residents’ emotional and behavioral responses to environmental changes caused by tourism development. Statistical analysis conducted on a comprehensive sample of 1,001 resid...
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#1Marion Garaus (MODUL University Vienna)H-Index: 9
#2Udo Wagner (University of Vienna)H-Index: 17
Last. Ricarda C. RainerH-Index: 1
view all 3 authors...
Abstract Emergent technologies offer retailers new opportunities for personalized promotional messages at the point-of-sale. Digital signage systems that employ face-reading software enable the identification of not only shoppers’ ages and genders, but also their mood states. Drawing on mood and digital signage literature, this research identifies and examines emotional targeting’s efficacy (i.e., matching digital signage content to shoppers’ current mood states) with consumer responses. Finding...
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#1Marion Garaus (MODUL University Vienna)H-Index: 9
#2Lidija Lalicic (MODUL University Vienna)H-Index: 10
Abstract An increase in obesity rates has caused policymakers and marketers to promote a healthy lifestyle by advertising healthy recipes. However, despite the general awareness of the importance of healthy eating, little is known about consumers’ responses to healthy recipes. This study tests a common heuristic in the field of healthy foods, namely, the unhealthy-tasty intuition, in the new context of online recipes. An online experiment (representative sample in Austria in terms of age and gen...
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#1Marion Garaus (MODUL University Vienna)H-Index: 9
#2Horst Treiblmaier (MODUL University Vienna)H-Index: 20
Abstract In the last decades, numerous food scandals have attracted policy makers’ interest and subsequently induced retailers to actively improve food safety. Blockchain technology allows consumers to track the flow of food products and reduce food fraud, such as counterfeiting, dilution, or adulteration. Using three experiments conducted with Austrian business students as well as an online convenience sample, we investigate how the traceability of food products impacts consumers’ trust in the ...
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#1Marion Garaus (MODUL University Vienna)H-Index: 9
#2Christian Garaus (BOKU: University of Natural Resources and Life Sciences, Vienna)H-Index: 4
One sector that severely suffers from the outbreak of the coronavirus is carsharing (i.e., short-term car access). The downswing of the carsharing industry may not only experience negative economic consequences but also ecological ones. Carsharing has the potential to reduce emissions, occupied space, and congestion and hence can actively contribute to mitigating climate change. As Bill Gates (2020) strikingly states: “Covid-19 is awful. Climate change could be worse.” For this reason, it is imp...
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#1Marion Garaus (MODUL University Vienna)H-Index: 9
#2Georgios Halkias (University of Vienna)H-Index: 9
Despite the growing amount of research on different aspects of product package design, there is lack of empirical evidence with regard to how package color perceptions may influence consumer preferences. Based on categorization theory, the present paper explores responses to package colors that conform or do not conform to product category color norms. Results of two experiments show that atypical package colors implicate negative consequences to the brand. Findings indicate that perceived packa...
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#1Claus EbsterH-Index: 2
#2Marion GarausH-Index: 9
#1Marion Garaus (MODUL University Vienna)H-Index: 9
Recent years have seen an increasing trend among consumers toward using two or more media simultaneously, a phenomenon known as media multitasking. The majority of the extant literature agrees that media multitasking has detrimental effects on advertising effectiveness. However, opportunities exist for reducing these negative effects or even creating effects favorable to advertising outcomes. Nevertheless, the literature on media multitasking during advertising exposure is highly fragmented and ...
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#1Marion Garaus (MODUL University Vienna)H-Index: 9
#2Udo Wagner (University of Vienna)H-Index: 17
Confusion in retailing has attracted increasing attention in the literature. Most of the extant studies concentrate on product-related confusion or the mental state retail shopper confusion. Nevertheless, several recent studies have emphasized the relevance of exploring confusion as an objective property of the store environment. Drawing on this literature stream, the present research conceptualizes the construct store environmental confusion and its six formative dimensions, of which each can b...
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#1Marion Garaus (MODUL University Vienna)H-Index: 9
#2Udo Wagner (University of Vienna)H-Index: 17
Despite the growing interest in waiting perception management, no study has yet explored how environmental distracters in retailing waiting areas influence overall store satisfaction. This field experiment revealed that digital signage mounted at the checkout area of a grocery store positively influenced overall store satisfaction by distracting shoppers from monitoring queuing time. The presence of a digital signage system reduced the perceived waiting time while also creating favorable waiting...
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