Marion Garaus
Biographic Data
| ID | 6266515 |
|---|---|
| NAME | Marion Garaus |
| GIVEN NAMES | Marion |
| FAMILY NAME | Garaus |
| SIGNATURE | GARAUS M |
| AFFILIATIONS | MODUL University Vienna |
| ORCID | 0000-0002-3180-703X |
| VERIFIED | Yes |
| TOTAL WORKS | 6 |
| TOTAL CITATIONS | 3 |
| AUTHOR COUNT | 6 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2018 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
Avoiding, experimenting, adopting: A segment-based analysis of Austrian meat alternative consumers
Purpose The current study aims to understand better Austrian consumers’ barriers to and benefits of meat alternatives while differentiating between consumer segments based on current meat alternatives’ consumption behavior. Design/methodology/approach Utilizing a sample representative of the Austrian population (N = 846), the study (1) identifies consumer segments based on their meat alternative consumption and demonstrates significant difference…
Eating with a purpose: How food-sharing labels influence favourable consumer responses to restaurants
Purpose The study applies Brunswik's lens model and cue utilization theory to explore the impact of food-sharing labels on consumers’ intentions to visit and recommend a restaurant. Design/methodology/approach The first online experiment (N = 126) examines the effect of a food-sharing label on consumers’ intentions to visit and recommend the restaurant. The second experiment (N = 245) investigates the mediating role of curiosity and the moderatin…
When attention-grabbing tactics backfire during media multitasking: The detrimental effect of atypical advertising slogans on brand attitude
Emerging technologies have transformed traditional single-screen viewing into a new form of audience behavior called media multitasking (e.g. surfing the internet while watching TV). This shared attention in media-multitasking situations poses a challenge to media planers when attracting the audience’s attention. However, attention-grabbing tactics might backfire on companies as they make manipulative intent salient and, therefore, decrease level…
Selfie campaigns as advertising tactic: Mental imagery as a driver of brand interest and participation
One common way to share brand experiences is the selfie, a major trend in the context of user-generated content. Nevertheless, research on the effectiveness of user-generated content, and selfie campaigns in particular, is still scarce. In the context of selfie campaigns, participation (i.e. taking a selfie with the brand and posting it) represents one form of consumer engagement. Besides a behavioral reaction, selfie campaigns might also stimula…
The unhealthy-tasty intuition for online recipes – When healthiness perceptions backfire
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 …
Confusion in internet retailing: Causes and consequences
Purpose The purpose of this paper is to introduce the new construct online shopper confusion and to identify online confusion causes and consequences. Design/methodology/approach Data obtained from a projective technique and a quantitative study were analyzed to identify online shopper confusion causes. Two experiments employing different stimulus materials tested the conceptualized consequences of online shopper confusion. Findings Confusing onl…
The unhealthy-tasty intuition for online recipes – When healthiness perceptions backfire
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 …
Confusion in internet retailing: Causes and consequences
Purpose The purpose of this paper is to introduce the new construct online shopper confusion and to identify online confusion causes and consequences. Design/methodology/approach Data obtained from a projective technique and a quantitative study were analyzed to identify online shopper confusion causes. Two experiments employing different stimulus materials tested the conceptualized consequences of online shopper confusion. Findings Confusing onl…
Confusion in internet retailing: Causes and consequences
Purpose The purpose of this paper is to introduce the new construct online shopper confusion and to identify online confusion causes and consequences. Design/methodology/approach Data obtained from a projective technique and a quantitative study were analyzed to identify online shopper confusion causes. Two experiments employing different stimulus materials tested the conceptualized consequences of online shopper confusion. Findings Confusing onl…
The unhealthy-tasty intuition for online recipes – When healthiness perceptions backfire
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 …
When attention-grabbing tactics backfire during media multitasking: The detrimental effect of atypical advertising slogans on brand attitude
Emerging technologies have transformed traditional single-screen viewing into a new form of audience behavior called media multitasking (e.g. surfing the internet while watching TV). This shared attention in media-multitasking situations poses a challenge to media planers when attracting the audience’s attention. However, attention-grabbing tactics might backfire on companies as they make manipulative intent salient and, therefore, decrease level…
Selfie campaigns as advertising tactic: Mental imagery as a driver of brand interest and participation
One common way to share brand experiences is the selfie, a major trend in the context of user-generated content. Nevertheless, research on the effectiveness of user-generated content, and selfie campaigns in particular, is still scarce. In the context of selfie campaigns, participation (i.e. taking a selfie with the brand and posting it) represents one form of consumer engagement. Besides a behavioral reaction, selfie campaigns might also stimula…
Eating with a purpose: How food-sharing labels influence favourable consumer responses to restaurants
Purpose The study applies Brunswik's lens model and cue utilization theory to explore the impact of food-sharing labels on consumers’ intentions to visit and recommend a restaurant. Design/methodology/approach The first online experiment (N = 126) examines the effect of a food-sharing label on consumers’ intentions to visit and recommend the restaurant. The second experiment (N = 245) investigates the mediating role of curiosity and the moderatin…
Avoiding, experimenting, adopting: A segment-based analysis of Austrian meat alternative consumers
Purpose The current study aims to understand better Austrian consumers’ barriers to and benefits of meat alternatives while differentiating between consumer segments based on current meat alternatives’ consumption behavior. Design/methodology/approach Utilizing a sample representative of the Austrian population (N = 846), the study (1) identifies consumer segments based on their meat alternative consumption and demonstrates significant difference…
Advertising (5 works) · Business (5 works) · Consumer Behavior in Brand Consumption and Identification (4 works) · Digital Marketing and Social Media (4 works) · Psychology (4 works) · Social Psychology (3 works) · Cognitive psychology (2 works) · Computer Science (2 works) · Consumer behaviour (2 works) · Food Waste Reduction and Sustainability (2 works)