Martin Schreier
Univ.-Prof. Dr. Martin Schreier ist seit 2018 Vorstand des Departments für Marketing und seit 2012 Vorstand des Instituts für Marketing-Management der WU Wien. Davor war er als Marketingprofessor an der renommierten Università Commerciale Luigi Bocconi in Mailand tätig. Von 2021 bis 2024 war er Chefredakteur (Editor-in-Chief) der Fachzeitschrift International Journal of Research in Marketing, das offizielle Journal der European Marketing Academy (EMAC). Seit 2024 ist er EMAC Fellow.
Seine Forschungsarbeiten wurden in internationalen Top Journals veröffentlicht (z.B. Journal of Marketing, Journal of Marketing Research, Management Science), mit Best Paper Awards ausgezeichnet und von nationalen und internationalen Medien aufgegriffen und diskutiert (z.B. Harvard Business Review, The Boston Globe, 3SAT, Ö1, Die Presse, Handelsblatt, Salzburger Nachrichten, etc.).
Aktuelle Publikationen:
The creator economy: An introduction and a call for scholarly research. International Journal of Research in Marketing, 41 (3), 403-410, 2024 (with R. Peres, D. Schweidel, and A. Sorescu) (link)
The Starbucks effect: When name-based order identification increases customers' store preference and service satisfaction. Journal of Retailing, 100 (2), 316-329, 2024 (with S. Lim, S.M.J. van Osselaer, J. K. Goodman, and C. Fuchs) (link)
University knowledge inside: How and when university-industry collaborations make new products more attractive to consumers. Journal of Marketing, 88 (2), 1-20, 2024 (with L. Maier, C. V. Baccarella, and K.-I. Voigt) (link)
I didn’t win! An overlooked downside of crowdsourcing? Journal of Interactive Marketing, 59 (1), 42-58, 2024 (with T. Karpukhina, C. Janiszewski, and H. Nishikawa) (link)
Retailing groundedness: How to improve customer experience, brand perceptions, and customer loyalty through feelings of groundedness. Journal of Retailing, 99 (4), 594-604, 2023 (with G. Bruckberger, C. Fuchs, and S.M.J. van Osselaer) (link)
Paying twice for aesthetic customization? The negative effect of uniqueness on a product's resale value. Journal of Marketing Research, 60 (3), 602-624, 2023 (with M. Fuchs) (link)
On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice. International Journal of Research in Marketing, 40 (2), 269-275, 2023 (with R. Peres, D. Schweidel, and A. Sorescu)
(link)Exploring the origins of intrinsic motivation. Motivation and Emotion, 47, 28-45, 2023 (with Y. Zheng and C. Janiszewki) (link)
Blockchain meets marketing: Opportunities, threats, and avenues for future research. International Journal of Research in Marketing, 40 (1), 1-11, 2023 (with R. Peres, D. Schweidel, and A. Sorescu) (link)
The value of making producers personal. Journal of Retailing, 98 (3), 486-495, 2022 (with C. Fuchs, U. Kaiser, and S.M.J. van Osselaer) (link)
Connecting to place, people, and past: How products make us feel grounded. Journal of Marketing, 86 (4), 1-16, 2022 (with I. Eichinger, and S.M.J. van Osselaer) (link)
Facial mask personalization encourages facial mask wearing in times of COVID-19. Scientific Reports, 12 (891), 2022 (with J. Palcu, and C. Janiszewski) (link)
Sales and self: The noneconomic value of selling the fruits of one’s labor. Journal of Marketing, 86 (3), 40-58, 2022 (with B. Schnurr, C. Fuchs, E. Maira, S. Puntoni, and S.M.J. van Osselaer) (link)
Further publications (refereed journals)
LAB-ART:
Im Rahmen unseres Live-Labs im MAK (Austellung “handWERK: Tradiertes Können in der digitalen Welt“) haben wir eine Reihe von BesucherInnen gebeten, unser Paper rund um den handmade effect in Form einer Zeichnung zusammen zu fassen. Hier sehen Sie einen Auszug der Ergebnisse.
Research Comics
University knowledge inside: How and when university-industry collaborations make new products more attractive to consumers. Journal of Marketing, 88 (2), 1-20, 2024 (with L. Maier, C. V. Baccarella, and K.-I. Voigt) (link)
Paying twice for aesthetic customization? The negative effect of uniqueness on a product's resale value. Journal of Marketing Research, 60 (3), 602-624, 2023 (with M. Fuchs) (link)
Connecting to place, people, and past: How products make us feel grounded. Journal of Marketing, 86 (4), 1-16, 2022 (with I. Eichinger, and S.M.J van Osselaer) (link)
Sales and self: The noneconomic value of selling the fruits of one’s labor. Journal of Marketing, 86 (3), 40-58, 2022 (with B. Schnurr, C. Fuchs, E. Maira, S. Puntoni, and S.M.J. van Osselaer) (link)
Making the world a better place: How crowdfunding increases consumer demand for social-good products. Journal of Marketing Research, 58 (April), 363-376, 2021 (with B. Simpson, R. Bitterl, and K. White) (link)
Customization in luxury brands: Can Valentino get personal? Journal of Marketing Research, 57(5), 937-947, 2020 (with C. P. Moreau, E. Prandelli, and S. Hieke) (link)
Earmarking donations to charity: Cross-cultural evidence on its appeal to donors across 25 countries. Management Science, 66 (October): 4820-4842, 2020 (with C. Fuchs, and M. G. de Jong) (link)
The power of personal. Journal of Retailing, 96 (1), 88-100, 2020 (with S.M.J. van Osselaer, C. Fuchs, and S. Puntoni) (link)
When consumers become project backers: The psychological consequences of participation in crowdfunding. International Journal of Research in Marketing, 35 (4), 673-685, 2018 (with S. Bitterl) (link)
The self-expressive customization of a product can improve performance. Journal of Marketing Research, 54 (Oktober): 816-831, 2017 (with U. Kaiser, and C. Janiszewski) (link)
Videos:
The Handmade Effect
Researcher of the Month
In the News:
Ogilvy
Handelsblatt