Lukas Maier is an Assistant Professor at the Institute for Marketing Management, WU Vienna.

In May 2022 he obtained his PhD in Marketing and Innovation from the Friedrich-Alexander-University Erlangen-Nürnberg (Germany). In his dissertation “A Consumer Perspective on Open Innovation,” he focused on the psychological and behavioral consequences of firms’ open innovation activities for consumers. During his PhD program, Lukas was visiting PhD student at the Marketing Department at WU Vienna and at the Marketing and Behavioural Science Division at the Sauder School of Business at University of British Columbia (Canada).

More recently, he is also interested in how to change people’s behaviors for the social good. In particular, he examines how to shift consumers’ attitudes, choices, and behaviors to encourage positive actions such as engaging in sustainable behaviors, charitable giving, and making responsible choices. In his empirical work, he usually combines data from experimental field studies with insights from lab experiments.

Research Comic

University Knowledge Inside: How and When University-Industry Collaborations Make New Products More Attractive to Consumers. Journal of Marketing, 88 (2), 1-20, 2024 (L. Maier, M. Schreier, C. V. Baccarella, and K.-I. Voigt) (Link)