Research topics of the Center revolve around a wide variety of issues related to marketing and market communications and consumer behavior such as creativity in advertising, humor in advertising, communication in social media, culture, diversity, and ethics in market communications and consumer behavior, or societal effects of market communications.
Recent Publications
Persuasion Knowledge in the Marketplace: A Meta-Analysis
Paper by Martin Eisend and Farid Tarrahi in the Journal of Consumer Psychology
A Meta-Analysis of When and How Advertising Creativity Works
Paper by Sara Rosengren, Martin Eisend, Scott Koslow, and Micael Dahlen in the Journal of Marketing
Strategist’s Digest: How and When Creativity Works | Contagious
Contagious Magazine “Strategist’s Digest Report”
Source: Flickr; Picture cropped in size, copyright by Arturo de Albornoz
Explaining Digital Piracy: A Meta-Analysis
Paper by Martin Eisend in Information Systems Research
Beyond Nostalgia: Why Are Socialist Brands Successful Again?
Paper by Katja Brunk, Markus Giesler and Benjamin J. Hartmann in the Journal of Consumer Research
Oxford University Press Feature Blog “Beyond nostalgia: understanding socialism markets”
The Conversation “The nostalgia for socialism in the age of consumerism”
Awards
Claire Segijn and Martin Eisend received the 2020 John E. Hunter Meta-Analysis Award by the International Communication Association for their paper „A Meta-Analysis into Multiscreening and Advertising Effectiveness: Direct Effects, Moderators, and Underlying Mechanisms“ published in the Journal of Advertising.
Sarah De Meulenaer, Nathalie Dens, Patrick De Pelsmacker, and Martin Eisend received the International Journal of Advertising Best Paper Award 2018 for their paper “How Consumers‘ Values Influence Responses to Male and Female Gender Role Stereotyping in Advertising”.
Martin Eisend, Patrick Hartmann, and Vanessa Apaolaza received the Best Marketing Research Article Award of the Spanish Association of Academic and Professional Marketing (AEMARK) for their paper “Who Buys Counterfeit Luxury Brands? A Meta-Analytic Synthesis of Consumers in Developing and Developed Markets”.
Martin Eisend, Patrick Hartmann, and Vanessa Apaolaza received the 2017 S. Tamer Cavusgil Award of the Journal of International Marketing for their paper: “Who Buys Counterfeit Luxury Brands? A Meta-Analytic Synthesis of Consumers in Developing and Developed Markets”.
In the media: Sifted – Startups are fighting thieves by putting your Rolex on the blockchain
Martin Eisend and Farid Tarrahi received the Journal of Advertising Best Paper Award 2016 for their paper “The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes”.
Susanne Schmidt and Martin Eisend received the Journal of Advertising Best Paper Award 2015 for their paper “Advertising Repetition – A Meta-Analysis on Effective Frequency in Advertising”.
Research Grants
The German Research Foundation (DFG) has provided a grant of ca. 200.000 EUR for a research project entitled “Ethnic Minorities in Advertising” (funding period 2020-2023).
The German Research Foundation (DFG) has provided a grant of ca. 165.000 EUR for a research project entitled “A Meta-Analysis on Personalization in Marketing Communication” (funding period 2020-2022).
The German Research Foundation (DFG) has provided a grant of ca. 230.000 EUR for a research project entitled “Explaining Cross-Cultural Variations in the Use and Effects of Humor in Advertising” (funding period 2020-2022).
The German Research Foundation (DFG) has provided a grant of ca. 135.000 EUR for a research project entitled “Sexual Orientation and Consumer Behavior: A Meta-Analysis” (funding period 2017-2019).
The German Research Foundation (DFG) has provided a grant of ca. 155.000 EUR for a research project entitled “A Meta-Analysis of Persuasion Knowledge Effects” (funding period 2016-2018).
Further Publications
Please refer to the CV of the team members.