CURRICULUM VITAE PERSONAL DATA Name Mag. Marion Garaus (PhD) Date of birth 16.11.1983 Nationality Austria, Vienna E-Mail marion.garaus@univie.ac.at Website MAIN RESEARCH AREAS http://marketing.univie.ac.at/mitarbeiter0/garaus/ Consumer behaviour Methods Mental processes in consumer behaviour (i.e., cognition, emotion), retail shopper confusion, (online) store design, retail crowding, choice overload, congruency/schemata theory, colors and product packaging, digital signage, electronic shelf labels Multivariate analysis methods, experiments, structural equation models, scale development, item response theory (Rasch models) EDUCATION Sept 2009 - Jan 2013 PhD Management Studies, University of Vienna (focus: Marketing, dissertation submission date: August 2012) Dissertation topic: Retail Shopper Confusion The Dark Side of Shopping Experience, graduated with distinction Reviewers: Univ.-Prof. Andrea Gröppel-Klein (Saarland University) and Univ.-Prof. Rainer Greifeneder (Basel University) - Dissertation distinguished with the Award of Excellence 2013 - Dissertation awarded with the Certificate of Recognition of the Dr. Maria Schaumayer-Foundation - Dissertation nominated for the EHI Scientific Award 2014 - Dissertation supported with a research grant of the University of Vienna Oct 2004 Jan 2009 Diploma Study of Business Administration, WU Vienna University of Economics and Business (focus: Change Management & Management Development and Retail & Marketing) Diploma thesis topic: The effect of extrinsic rewards on intrinsic motivation ACADEMIC APPOINTMENTS Reviewer: Univ.-Prof. Helmut Kasper Since Feb 2013 Oct 2011 Feb 2012 Since Jan 2010 Lecturer, Ecole de Management de Normandie, Le Havre (France) Lecture on store design Maternity leave Lecturer, University of Applied Sciences Burgenland Workshops and seminars in empirical research methods, supervisor of master theses 1
Since Sept 2009 Research and Teaching Assistant, University of Vienna, Chair of Marketing Research with focus on consumer behavior (i.e., retail shopper confusion, choice overload, emotions) and store design, lectures on principles of marketing and e-marketing, research projects, publications and presentations at international conferences, business projects with companies, supervisor of bachelor and master theses, support in administrative activities (e.g., conference organisation) OTHER WORK EXPERIENE Aug 2005 May 2009 May 2005 July 2005 Nov 2004 May 2005 Aug 2004 Nov 2004 Dec 2003 May 2004 Marketing Manager, Cmotion Mechatronik- und EntwicklungsgmbH, Vienna Assistant of the CEO, Easystaff GmbH, Vienna Assistant of the CEO, Unternehmensberatung & Werbeagentur Spornitz, Vienna Shop Assistant, Mexx Austria GmbH, Vienna Office Work, Customer Service, TANNER GmbH, Vienna TEACHING EXPERIENCE (ST = Sommer term, WT = Winter term) Principals in Marketing University of Vienna (ST 2010, ST 2011, WT2012, WT2013, ST2014) E-Marketing University of Vienna (ST2014, WT2015) Empirical Master Seminar University of Applied Sciences Burgenland (ST 2011, ST 2012, ST2013) Workshop on Qualitative University of Applied Sciences Burgenland (ST 2009, ST 2010, ST Content Analysis 2011, ST 2012) Market Research and University of Applied Sciences Burgenland (ST 2014) Consumer Behavior Store Design Ecole de Management de Normandie (WT 2013, WT2014) RESPONSIBILITIES AT UNIVERSITY AND OTHER INSTITUTIONS - Joint supervision of 3 Master thesis candidates at the University of Vienna - Supervision of more than 50 Bachelor thesis candidates at the University of Vienna - Supervision of 10 Bachelor and 13 Master thesis candidates at the University of Applied Sciences - Support with conference organization - Research projects, publications and presentations at international conferences - Member of Habilitation commission - Member of working group for development of extension curriculum: Quantitative Methods in the Social and Behavioral Sciences - Conduction of an image analysis for the Faculty of Business, Economics and Statistics - Lecturer at the children s university 2014 EXTERNAL FUNDING Innovationsscheck of Wirtschaftskammer Wien, 5000 for joint research project with company Camadeus: The Influence of Digital Signage on Waiting Time Perceptions at the POS. Innovationsscheck of Wirtschaftskammer Wien, 5000 for joint research project with company MMIT: IT4PRICE. 2
AD-HOC REVIEWER ACTIVITY Marketing ZFP Journal of Research and Management; Global Economic Review; Austrian Agency for International Cooperation in Education and Research (OeAD-GmbH) Global Economic Review LIST OF PUBLICATIONS Peer-reviewed Journals (published) Garaus, M., Wagner, U., & Kummer, C. (2015). Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation. Journal of Business Research, 68(5), 1003-1011. Garaus, M., & Wagner, U. (2013). Retail shopper confusion - An explanation for the avoidance behavior at the point-of-sale. In S. Botti (Ed.), Advances in Consumer Research: Vol. 41. Making a difference (pp. 407 410). Duluth, Minn: Association for Consumer Research. Garaus, M., & Wagner, U. (2013). Die Auswirkungen von Einkaufsverwirrung auf das Nachfrageverhalten. Marketing ZFP - Journal of Research and Management,, 35(1), 8-21. Garaus, M. (2012). Einkaufsverwirrung Aktueller Stand der Forschung und konzeptionelles Modell. Marketing ZFP - Journal of Research and Management, 34(4), 336 350. Conference Papers (peer-reviewed) Garaus, M. (2015). Color congruency in product packaging: Some implications for branding (extended abstract). 3 rd Brand Camp, Obergurgl, Tirol. Garaus, M. & Puchegger, R. The effects of (in)congruent package colors on emotions, attitude, product quality perceptions and purchase intention. EMAC Conference Proceedings 2015 (forthcoming). Garaus, M., Bachner, K., Schaffhause-Linzatti, M., Fable, O. (2015). Gründe der Hochschulund Studienfachwahl: Aktuelle Entwicklungen aufgrund geänderter Rahmenbedingungen in Österreich am Beispiel der Fakultät für Wirtschaftswissenschaften, Universität Wien. Jahrestagung der Wissenschaftlichen Kommission Hochschulmanagement vom 20. bis 21. Februar 2015, Duisburg. Wagner, U., Garaus, M., Wolfsteiner, E. & Manzinger, S. Electronic shelf labels: Customers perception, approval and behavioral responses A field experiment. EMAC Conference Proceedings 2015 (forthcoming). Steiner, E., Garaus, M., & Bachner, Katarina. The formation of service expectations and quality inferences: A cue utilization perspective. EMAC Conference Proceedings 2015 (forthcoming). Garaus, M. (2014). How online stores confuse shoppers: Conceptual framework and empirical investigation. EMAC Conference Proceedings, Valencia. Wagner, U., & Garaus, M. (2014). Using the Rasch model for the development and assessment of multiple-choice tests in marketing: Some practical guidelines. EMAC Conference Proceedings, Valencia. Wolfsteiner, E., Garaus, M., & Wagner, U. (2014). A comparison of traditional and electronic price tags: Processing,evaluation and in-store reactions. EMAC Regional Conference Proceedings. 3
Garaus, M., & Wagner, U. (2013). Consumer in-store responses to retail shopper confusion. EMAC Conference Proceedings 2013, Istanbul. Garaus, M., & Wagner, U. (2013). Should I stay or should I go: Consequences of retail shopper confusion. FAG Conference Proceedings, Innsbruck. Wagner, U., & Garaus, M. (2013). The assessment of reliability in qualitative research: some comparisons of intercoder reliability indices. EMAC Regional Conference Proceedings 2013, St. Petersburg (forthcoming). Wagner, U., & Garaus, M. (2013). Retail shopper confusion: Conceptualization, scale development, nomological validation. EMAC Conference Proceedings 2013, Istanbul. Wolfsteiner, E., Garaus, M., & Wagner, U. (2013). The joint-effect of sponsorship and print advertising on brand image in integrated marketing communication strategies. EMAC Conference Proceedings 2013, Istanbul. Wagner, U., Garaus, M., & Garaus, C. (2012). Explaining the choice overload effect - Does self-determination theory help? EMAC Conference Proceedings, Lissabon. Garaus, M., & Kummer, C. (2011). The negative consequences of the store environment: An empirical investigation. EMAC Regional Conference Proceedings, Iaşi, 100 107. Editorships Garaus, M., Weitzl, W., Wolfsteiner, E., & Zimprich, M. (Eds.) 2010. New directions - New insights: Proceedings of the fourth German-French-Austrian conference on quantitative marketing. Books Ebster, C., & Garaus, M. (2011). Store design and visual merchandising: Creating store space that encourages buying. New York: Business Expert Press. Malhotra, N. (eds), Ebster, C., & Garaus, M. (2011). Design de loja e merchandising visual. São Paolo: Editora Saraiva. Book chapters Garaus, M. (2013). Beiersdorf. In U. Wagner, H. Reisinger, & C. Schwand (Eds.), Ein Arbeitsbuch zu den Grundzügen des Marketing. Fallstudien aus der österreichischen Marketingpraxis, 6. Band (1st ed.). Wien: facultas.wuv. 37 46. Research talks Garaus, M. (2015). Retail Shopper Confusion Einkaufsverwirrung am Point-of-Sale. 10. DWG Effizienztag Konsum- und Menschenbilder, 23. April 2015, Berlin. Garaus, M. (2015). Der Einfluss von Einkaufsverwirrung auf das Konsumentenverhalten am Point-of-Sale: Experimentelle Untersuchung. Jahrestagung der Wissenschaftlichen Kommission Marketing vom 28. bis 29. Jänner 2015, Wien. 4
Garaus, M. (2015). One color fits all? The influence of product category color norms on product evaluation. Research Seminar of the Institute for Marketing & Consumer Research, Vienna University of Economics and Business. 13th January 2015. Garaus, M. (2013). Consumer reactions to confusing store environments. University of Sussex, Department of Business and Management, 4 th December 2013. 5