Master Theses under the supervision of Prof. Sichtmann

For the winter semester 2025/26, you can submit your application for a master thesis until October 26th, 2025.

If you are interested in one of the advertised topics, please send your application via email to christina.sichtmann@univie.ac.at. Your application should include the following documents:

• Exposé (in English | max. 2 pages)

• Curriculum vitae (in tabular form)

• Current transcript of records

It is expected that you complete your thesis within one semester. Target submission date of the master thesis: April 30, 2026.

The thesis must be written in English.

Applications for the suggested topics will be given priority. There will be up to three students assigned to the suggested topics with different focuses. Please be specific in terms of the focus of your thesis. Ideas to specify your topic are given below.

You may also submit your own topic proposal, provided it is methodologically based on a quantitative empirical or experimental study.

Students studying under the old curriculum will be given preferential consideration.

For guidance on how to structure your exposé, you can refer to the following podcast episode: "Du schaffst das – Erfolgreich deine Abschlussarbeit schreiben”, Podcast by Christina Sichtmann, Episode 12: “Das Exposé – Der gedankliche Entwurf deiner Arbeit” Link: www.sichtmann.de/du-schaffst-das/-12

You will be notified by October 30th, 2025 whether you have been assigned a master thesis. A preliminary meeting will take place on November 3rd, 2025.

There will be two master colloquia (Masterkonversatorien): one held in German and one in English. Presentations in both colloquia will be conducted in English. The subsequent discussion will be held in German or English, depending on the language of the respective colloquium.

Please indicate your preference regarding which colloquium you would like to attend when submitting your application. Please note that this does not guarantee assignment in the preferred colloquium.

Please already take note of the following important dates:

30.10.2025 Notification of acceptance or rejection of supervision

03.11. 2025, 09.45-16.30 Preliminary meeting at the OMP (please keep this day free; you will be assigned a specific time slot)

05.11.2005, 09.45-11.15 Introduction to the Masterkonversatorium in German

05.11.2005, 11.30-13.00 Introduction to the Masterkonversatorium in English

12.12.2025, 09.45-16.30 Masterkonversatorium in German with student presentations

18.12.2025, 09.45-16.30 Masterkonversatorium in English with student presentations

26.01.2026, 09.45-16.30 Masterkonversatorium in German with student presentations

27.01.2026, 09.45-16.30 Masterkonversatorium in English with student presentations

 

Formatting Requirement for the proposal:

• Margins: 2.5 cm on all sides (top, bottom, left, right)

• Line spacing: 1.5

• Font: Times New Roman

• Font size: 11 pt

• Text alignment: Justified

• Language: English

• Length: Max. 2 pages (excluding references)

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Available Topics for the winter semester 2025/6

1. DIALECT VS. STANDARD LANGUAGE IN ADVERTISING

Description:

The objective of this master thesis is to investigate, through an experimental study, whether and to what extent advertising in dialect differs in its effects on consumers compared to advertising in Standard German. The central research question is: Does the use of dialect in advertising messages influence their perception, effectiveness, and persuasive power—and if so, how?

The experiment aims to examine how dialect versus standard language influences the impact of advertising.

Below are some key elements to consider in designing the experiment:

1. Choice of Dependent Variables:

How does the language variant affect different aspects of advertising impact, such as:

• Sympathy/trust towards the speaker or the brand

• Purchase intention / behavioral intention

• Recall (memory performance)

• Perceived authenticity / regionality

• Emotional response

• Perceived professionalism or competence

• …

2. Type of Advertisement:

The advertising medium can be creatively chosen and varied:

• Written advertising (e.g., print ad or poster text)

• Auditory advertising (e.g., radio spot, podcast ad)

• Audio-visual advertising (e.g., TV commercial, Instagram video)

• Real vs. fictional advertising (e.g., a real commercial used in Germany in Stan-dard German and in Austria with dialect)

• …

3. Possible Moderators:

In addition, the study can examine whether certain factors moderate the effect of language, such as:

• Regional background or dialect proficiency of participants

• Product category (e.g., traditional vs. modern)

• Brand awareness or familiarity

• Brand origin (e.g., Austrian brand vs. international/foreign brand)

• …

References:

Bachmann, S., Feige, S., & Koller, M. (2023). Ädverteising – Dialekt in der geschriebenen Werbung, Marketing Review St. Gallen, 40 (5), 42–51.

García, R., Chelminski, P., & Hernández, M. (2013). Language and the interrelationship of intention to purchase and perceptions of the source. Journal of Advertising Research, 53(4), 437–449.

Hendriks, B., van Meurs, F., & Behnke, G. (2019). The effect of different degrees of regional accentedness in radio commercials: An experiment with German consumers. Journal of International Consumer Marketing, 31(4), 302-316.

Liu, S. et al. (2013) Advertising persuasion in China: Using Mandarin or Cantonese?, Journal of Business Research, 66(12), pp. 2383–2389.

Luna, D., & Peracchio, L. A. (2005). Advertising to bilingual consumers: The impact of code-switching on persuasion. Journal of Consumer Research, 31(4), 760–765.

Puntoni, S., de Langhe, B., & van Osselaer, S. M. J. (2009). Bilingualism and the emotional intensity of advertising language. Journal of Consumer Research, 35(6), 1012–1025.

2. THE ROLE OF A FOREIGN ACCENT IN SERVICE ENCOUNTERS

Description:

This master thesis investigates how employees‘ speaking with a foreign accent affects consumer-related perceptions in service encounters. Accents are salient social cues that can influence how individuals are perceived in terms of trustworthiness, intelligence, professionalism, friendliness, and more. In increasingly multicultural societies, understanding the impact of accent on everyday interactions – particularly in service contexts – is both timely and relevant.

The central aim of the thesis is to examine the effect of accent on a selected outcome variable (e.g., perceived competence, hiring decisions, credibility, trust, customer satisfaction, or willingness to engage), using an experimental research design. Additionally, moderator variables may be investigated.

Below are some key elements to consider in designing the experiment:

1. Choice of Dependent Variables:

How does the accent affect different outcomes of a service encounter:

• sympathy/trust towards the employee

• Purchase intention / behavioral intention

• Perceived authenticity / regionality

• Emotional response

• Perceived professionalism or competence

• Perceived warmth

• …

2. Possible Moderators:

In addition, the study can examine whether certain factors moderate the effect of an accent, such as:

• Openness to Cultural Diversity

• Implicit or explicit biases toward certain ethnic or national groups

• Social Dominance Orientation (SDO)

• Familiarity with the Accent / Intercultural Contact

• Type of Accent (Perceived Prestige)

• Social status stereotypes associated with the accent

• Industry

• Speaker role or status

• Study location: e.g., Austria vs. Sweden

References:

Bourdin, D., Sichtmann, C., & Davvetas, V. (2023). The Influence of Employee Accent on Customer Participation in Services. Journal of Service Research, 27(2), 194–212.

Rao Hill, S., & Tombs, A. G. (2022). When does service employee’s accent matter? Examining the moderating effect of service type, service criticality and accent service congruence. European Journal of Marketing, 56(7), 1985–2013..

Wang, Z., Arndt, A. D., Singh, S. N., Biernat, M., & Liu, F. (2013). “You Lost Me at Hello”: How and when accent-based biases are expressed and suppressed. International Journal of Research in Marketing, 30(2), 185–196

 

3. WILLINGNESS TO PAY FOR A CARBON FOOTPRINT TAX

Description:

As climate policy measures—such as carbon pricing—gain importance, understanding how to design and communicate these policies effectively becomes increasingly relevant. The objective of this master thesis is to investigate, through an experimental study, consumer willingness to pay (WTP) for a carbon tax on everyday products through a quantitative experimental study.

Below are some key elements to consider in designing the experiment:

1. Independent (manipulated) variable

The advertising medium can be creatively chosen and varied:

• Labeling of the tax (e.g., “carbon tax” vs. “climate contribution”)

• Redistribution to citizens as a dividend vs. not

• Use of tax revenues (e.g., reforestation, technological development of CO2-reducing techologies)

• Visibility of the tax at point of sale (e.g., shown separately vs. included in the price)

• …

2. Possible Moderators:

In addition, the study can examine whether certain factors moderate the effect of language, such as:

• Thinking style (abstract vs. concrete thinking)

• Environmental attitudes or political orientation

• Trust in government or perception of tax fairness

• Country of residence (optional cross-cultural comparison)

• …

References:

Baranzini, A., & Carattini, S. (2017). Effectiveness, earmarking and labeling: testing the acceptability of carbon taxes with survey data. Environmental Economics and Policy Studies, 19(1), 197-227.

Hammerle, M., Best, R., & Crosby, P. (2021). Public acceptance of carbon taxes in Australia. Energy Economics, 101, 105420.

Klenert, D., Mattauch, L., Combet, E., Edenhofer, O., Hepburn, C., Rafaty, R., & Stern, N. (2018). Making carbon pricing work for citizens. Nature Climate Change, 8(8), 669-677.

Köppl, A., & Schratzenstaller, M. (2023). Carbon taxation: A review of the empirical literature. Journal of Economic Surveys, 37(4), 1353-1388.

Maestre-Andrés, S., Drews, S., & Van Den Bergh, J. (2019). Perceived fairness and public acceptability of carbon pricing: a review of the literature. Climate policy, 19(9), 1186-1204.

Malerba, D., Never, B., Fesenfeld, L., Fuhrmann-Riebel, H., & Kuhn, S. (2024). On the acceptance of high carbon taxes in low-and middle-income countries: a conjoint survey experiment. Environmental Research Letters, 19(9), 094014.

Pröll, T., & Sichtmann, C. (2025). Steering toward net zero—a plea for a consumer-level carbon footprint tax. Mitigation and Adaptation Strategies for Global Change, 30(5), 32.

Woerner, A., Imai, T., Pace, D. D., & Schmidt, K. M. (2024). How to increase public support for carbon pricing with revenue recycling. Nature Sustainability, 1-9.

 

4. EXPLORING DRIVERS OF REDUCED CONSUMPTION FOR CLIMATE AND SUSTAINABILITY GOALS

Description:

In light of the climate crisis, biodiversity loss, and resource scarcity, demand-side strategies—especially reducing individual consumption—are gaining increasing attention as a necessary complement to technology-based solutions. However, consumer acceptance of such reduction strategies remains limited, especially in affluent societies characterized by materialistic values and consumerist lifestyles.

This master thesis aims to empirically investigate which psychological, social, and contextual, etc. factors influence individuals’ willingness to reduce consumption (e.g., buy less, live more simply, reduce flying or car use).

The thesis can be designed as either:

• a survey-based study examining the relationship between various motivational, attitudinal, or identity-related factors and willingness to reduce consumption, or

• an experiment where an independent (manipulated) variable influences a variable representing consumption reduction

The proposal should specify the dependent variable representing consumption reduction and factors that influence this variable:

1. Dependent variable (representing consumption reduction)

• voluntary simplicity

• anti-consumption

• frugality

• consumption reduction

• non-consumption

• anti-materialism

• …

2. Independent (in an experiment: manipulated) variable

• Psychological Dispositions / Personality Traits

• Social or Cultural Factors

• Situational or Product-Related Factors

• Communication Style / Message Framing (for experimental designs)

• Intervention / Policy

References

Blackburn, R., Leviston, Z., Walker, I., & Schram, A. (2024). Could a minimalist lifestyle reduce carbon emissions and improve wellbeing? A review of minimalism and other low consumption lifestyles. Wiley Interdisciplinary Reviews: Climate Change, 15(2), e865.

Peng, F., Long, A., Chen, J., & Kang, K. Q. (2024). A narrative review of Environmentally Oriented Anti-consumption: Definitions, dimensions, and research framework. Sustainable Production and Consumption.

Rabaa, S., Geisendorf, S., & Wilken, R. (2022). Why change does (not) happen: Understanding and overcoming status quo biases in climate change mitigation. Zeitschrift Für Umweltpolitik Und Umweltrecht, 45(1), 100-134.

Rabaa, S., Wilken, R., & Geisendorf, S. (2024). Does recalling energy efficiency measures reduce subsequent climate-friendly behavior? An experimental study of moral licensing rebound effects. Ecological Economics, 217, 108051.

Riefler, P., Baar, C., Büttner, O. B., & Flachs, S. (2024). What to gain, what to lose? A taxonomy of individual-level gains and losses associated with consumption reduction. Ecological Economics, 224, 108301.

 

5. THE IMPACT OF DIVERSITY AND INCLUSION INITIATIVES ON BRAND PERCEPTION AND CONSUMER BEHAVIOR - AN EXPERIMENTAL STUDY

Description:

In a world facing increasing social inequalities across gender, race, and socioeconomic status, brands are under growing moral and economic pressure to embrace Diversity, Equity, and Inclusion (DEI). Many companies are adopting Customer Diversity Initiatives (CDIs) that aim to reflect and represent a broader spectrum of consumer identities—particularly those from historically underrepresented groups defined by gender, age, body type, social class, or religion.

These initiatives may include inclusive advertising (e.g., featuring non-binary models or older individuals), product adaptations (e.g., adaptive clothing), or campaigns that explicitly signal a brand's commitment to DEI. While such efforts can enhance perceived authenticity and brand appeal, they can also elicit mixed reactions or even backlash among certain consumer segments.

This master thesis aims to explore the effects of CDIs on brand perception and consumer responses using an experimental research design. The core research questions are:

• How do different types of DEI initiatives influence consumer attitudes, emotional reactions, and behavioral intentions?

• Under what conditions do such initiatives lead to positive versus negative consumer responses?

Key design elements for the experiment include:

1. Dependent variables:

Students can investigate how DEI initiatives affect variables such as:

• Brand trust or brand sympathy

• Purchase intention or willingness to pay

• Perceived authenticity or inclusivity

• Emotional responses (e.g., inspiration vs. irritation)

• Reactance or resistance (e.g., perceived "woke-washing" or political overreach)

• …

2. Variation in DEI stimuli:

The experimental stimuli can include variations such as:

• Diverse vs. non-diverse models in advertising

• Inclusive vs. neutral brand language

• Product adaptations for specific identity groups (e.g., gender-neutral fashion)

• Emphasis on DEI in advertising vs. conventional branding

• …

3. Possible moderators:

The study can also explore when and for whom DEI messaging is effective (or not). Potential moderating factors include:

• Consumer attitudes toward DEI / political orientation

• Identification with the represented group(s)

• Pre-existing brand attachment or loyalty

• Demographics (e.g., age, gender, regional background)

• …

References:

Uduehi, E., Saint Clair, J. K., Hamilton, M., & Reed, A. (2025). When Diversity Backfires: The Asymmetric Role of Multicultural Diversity on Brand Perception. Journal of Consumer Research, ucae068.

D’Angelo, J. K., Dunn, L., & Valsesia, F. (2025). Is this for me? Differential responses to skin tone inclusivity initiatives by underrepresented consumers and represented consumers. Journal of Marketing, 89(2), 25-42.

El Hazzouri, M., Main, K. J., & Carvalho, S. W. (2017). Ethnic minority consumers reactions to advertisements featuring members of other minority groups. International Journal of Research in Marketing, 34(3), 717–733.

Hassan, L. M., McGowan, M., & Shiu, E. (2025). They’re not my people: When inclusive marketing backfires. Journal of the Academy of Marketing Science, 53, 563–587.

Rodriguez-Vila, O., Nickerson, D., & Bharadwaj, S. (2024). How inclusive brands fuel growth. Harvard Business Review, 103(5-6), 114.

 

6. TEACHING SUSTAINABILITY: WHICH EDUCATIONAL INTERVENTIONS ENHANCE SUSTAINABLE DECISION-MAKING IN BUSINESS STUDENTS?

Description:

This master thesis investigates how different educational interventions influence sustainable decision-making among business students. As future managers and leaders, business graduates will shape the sustainability trajectory of companies and markets. However, traditional business education often emphasizes profit-maximization and short-term performance over long-term social and environmental goals.

The key objective of this thesis is to identify which type of classroom-based intervention is most effective in promoting sustainability-oriented thinking and decisions in students. To that end, students will conduct a controlled experiment, comparing the effects of different learning formats (independent variable) on specific decision behaviors or attitudes (dependent variable).

Key design elements for the experiment include:

1. Independent (manipulated) variables:

The intervention must be something that could feasibly take place in a university or executive education setting. You will define 1–2 different intervention types to test in the experiment against a control group or in a before/after experimental design. Possible conditions might include:

• Writing a reflective essay on sustainability dilemmas

• Participating in a case study discussion (e.g., Patagonia, Unilever, Shell)

• Watching and discussing a documentary (e.g., The True Cost, Our Planet)

• Engaging in a role-play or simulation game (e.g., stakeholder negotiation)

• Attending a guest lecture by a sustainability expert

• Completing a sustainability-focused group project

• Reading and debating an ethical controversy in business

• Experiencing a visual storytelling prompt or narrative-based learning

• …

2. Dependent variables:

The dependent variable should reflect a managerial decision that could differ in sustainability impact. The decision can be presented through vignettes, business cases, or interactive formats. Possible formats include:

• Making a supply chain decision (e.g., choose between a cheaper but less ethical supplier vs. a costly, sustainable one)

• Choosing a marketing strategy (e.g., greenwashing vs. transparent sustainability positioning)

• Developing a business model innovation (e.g., circular vs. linear model)

• Evaluating an investment or sourcing scenario (e.g., ESG-focused vs. profit-maximizing options)

• Setting performance targets that balance profit and environmental KPIs

• Stating intentions to pursue sustainable leadership behaviors (e.g., advocacy, stakeholder engagement)

• Attitudinal variables (attitudes toward green marketing, Profit vs. purpose orientation,

• New Ecological Paradigm

• …

References:

Angelaki, M. E., Bersimis, F., Karvounidis, T., & Douligeris, C. (2024). Towards more sustainable higher education institutions: Implementing the sustainable development goals and embedding sustainability into the information and computer technology curricula. Education and Information Technologies, 29(4), 5079-5113.

Betzler, S., & Kempen, R. (2024). Strengthening sustainable consumption behavior in high school students: Evaluation of an experiential training intervention targeting psychological determinants. Environmental Education Research, 31(2), 413–431.

Rabaa, S., Geisendorf, S., & Wilken, R. (2022). Why change does (not) happen: Understanding and overcoming status quo biases in climate change mitigation. Zeitschrift Für Umweltpolitik Und Umweltrecht, 45(1), 100-134.

Zsóka, Á., Szerényi, Z. M., Széchy, A., & Kocsis, T. (2013). Greening due to environmental education? Environmental knowledge, attitudes, consumer behavior and everyday pro-environmental activities of Hungarian high school and university students. Journal of cleaner production, 48, 126-138.

 

7. ANTECEDENTS AND CONSEQUENCES OF AI (OVER-)RELIANCE IN ACADEMIC THESIS WRITING

Description:

This master thesis explores the growing phenomenon of student reliance on AI tools (e.g., ChatGPT) during the writing of Bachelor's or Master's theses. While AI-powered language models can support research and writing, excessive or uncritical use - AI over-reliance - may affect students’ learning, cognitive development, and academic integrity.

The aim of this thesis is to empirically examine:

• Which factors (antecedents) lead students to rely heavily on AI during thesis writing?

• What potential consequences this over-reliance may have, especially regarding cognitive abilities and academic behaviors?

Ideally, you focus on either one or more antecedents or one or more consequences.

The study should be conducted via a survey-based design of students writing a bachelor or master thesis, using validated scales, and analyzed using multivariate statistical methods (e.g., multiple regression, moderation or mediation analysis).

Possible Antecedents (Predictors of AI (Over-)Reliance):

The study may include but is not limited to the following variables such as:

• Academic self-efficacy: Confidence in one’s ability to complete academic tasks without assistance

• Academic stress or pressure: Perceived difficulty, deadline anxiety, or workload

• Performance expectations: High self-imposed or externally imposed pressure to perform well

• Digital affinity: Comfort and familiarity with AI and digital tools

• Procrastination tendencies: Delaying behavior may increase reliance on fast AI solutions

• Perceived usefulness or ease of use of AI: Beliefs about how helpful AI is in the writing process

• Fear of failure or perfectionism: Motivation to use AI to avoid mistakes or improve output

• …

Possible Consequences (Impacts of AI Over-Reliance):

The study may include but is not limited to the following variables such as:

• Critical thinking: The ability to evaluate, question, and synthesize information independently

• Analytical reasoning: Depth and structure of argumentation in academic work

• Decision-making confidence: Students’ perceived ability to make independent academic judgments

• Writing competence or learning outcomes: Self-reported or perceived skill development

• Ethical concerns: Blurred lines between assistance and plagiarism or authorship

• Academic disengagement: Reduced intrinsic motivation or cognitive involvement

• …

References:

Lin, C. Y., & Wang, C. C. (2025). Why do graduate students use generative AI in thesis writing? the influence of self-efficacy, time pressure, and trust. Current Psychology, 1-16.

Mustafa, M. Y. et al. (2024). A systematic review of literature reviews on artificial intelligence in education (AIED): a roadmap to a future research agenda. Smart Learning Environments, 11(1), 59.

Zhai, C., Wibowo, S. & Li, L.D. (2024). The effects of over-reliance on AI dialogue systems on students' cognitive abilities: a systematic review. Smart Learning Environments, 11 (1), 28. doi.org/10.1186/s40561-024-00316-7

Zhang, S., Zhao, X., Zhou, T. et al. (2024). Do you have AI dependency? The roles of academic self-efficacy, academic stress, and performance expectations on problematic AI usage behavior. International Journal of Education Technologies in Higher Educdation, 21 (1), 34. doi.org/10.1186/s41239-024-00467-0

 

Master Theses under the supervision of Prof. Fuchs

For the winter semester 2025/6, you can submit your application starting 21.04.2025. Deadline: 02.06.2025.

 

Applying for the topics advertised:

If you are interested in one of the advertised topics, please send your application via e-mail to marketing.unit@univie.ac.at. Your application should include the following:

• exposé in English (max. 5 pages)
• Curriculum Vitae (tabular)
• Current transcript of records

You are expected to complete the thesis within 1 semester!

After finishing the theses: The following documents are required at the administration and at the chair:

• At the administration: 3 hard copies of the final thesis (SSC)
• At the chair: electronic version of your final thesis as Word and PDF as well as raw data and analysis files (e.g. SPSS or NVivo files).

****

Available Topics for the winter semester 2025/6

 

LOST IN CONSUMPTION

Marketing scholars and practitioners have the questionable custom of referring to human beings as consumers. While this custom may be reasonable for a field primarily focused on market-based behaviors, it serves as anecdotal evidence for a fundamental issue: reducing people to consumers of goods and services is in stark contrast with the environmental crisis. Namely, meeting globally set sustainability goals requires reduced consumption, as the currently predominate strategy of substituting regular products for sustainable alternatives does not suffice. Recent research, however, has shown that reduced consumption is neither top of mind for consumers nor do consumers perceive reduced consumption to be an effective strategy to live more sustainably. How does reduced consumption resonate with consumers? What are the main barriers? How do consumers perceive others who consume less without following a specific goal to attain? Can consumers fathom a life removed from consumerism? Do reputational concerns keep consumers locked in consumption so that, for instance, poorer consumers seek to consume more in an effort not to seem poor?

This topic is suitable for exploratory or confirmatory research. Depending on your research question, you may investigate how consumers perceive reduced consumption and what hurdles my come with it. You may also conduct an experiment by analyzing the literature to find a novel and relevant research topic, setting up hypotheses, and testing these hypotheses.

 

Related literature

Makri, K., Schlegelmilch, B. B., Mai, R., & Dinhof, K. (2020). What We Know About Anticonsumption: An Attempt To Nail Jelly To The Wall. Psychology & Marketing, 37(2), 177-215.

Giesler, M., & Veresiu, E. (2014). Creating the responsible consumer: Moralistic governance regimes and consumer subjectivity. Journal of Consumer Research, 41(3), 840-857.

 

SELF-PERCEPTION OF AI USERS

The use of Artificial intelligence (AI) has seen a staggering increase in the last couple of years and with it, research on AI has been propelled. Despite the surge in AI usage, people display an AI aversion and, for instance, prefer humans over AI to make moral decisions, dislike art created by AI and generally favor humans for tasks that require subjectivity. Moreover, recent research shows that people not only dislike AI usage but they also discriminate against AI users. Specifically, AI users are perceived as lacking emotional capacity and similar human traits. If that’s the case, how do people justify their own AI usage? How do people perceive themselves when using AI? Does it depend on the task people are asking AI to perform or do people rationalize their own AI usage? Do peoples’ self-evaluations suffer when using AI? Are there any problems people would not use AI for out of fear of what it may state about themselves?

This topic is suitable for exploratory or confirmatory research. Depending on your research question, you may investigate how people perceive themselves when using AI for specific tasks. You may also conduct an experiment by analyzing the literature to find a novel and relevant research topic, setting up hypotheses, and testing these hypotheses.

 

Related literature

Dang, J., & Liu, L. (2024). Extended artificial intelligence aversion: People deny humanness to artificial intelligence users. Journal of Personality and Social Psychology.

Castelo, N., Bos, M. W., & Lehmann, D. R. (2019). Task-Dependent Algorithm Aversion. Journal of Marketing Research (JMR), 56(5), 809–825.

Böhm, R., Jörling, M., Reiter, L., & Fuchs, C. (2023). People devalue generative AI’s competence but not its advice in addressing societal and personal challenges. Communications Psychology, 1(1), 32.

 

MORAL BUSINESSES

Social impact is a focal point for some for-profit businesses: Tony’s Chocolonely is seeking to revolutionize an industry that’s been benefitting from child labor, Ben & Jerry’s has been fighting for human rights for decades, Beyond Meat has set out to remove animal suffering from consumers’ diet and Patagonia arguably is passing on sales in favor of sustainability. Such a moral stance may be in contrast to the necessary evils of doing business as also moral companies may lay off personnel, engage in aggressive competitive tactics or exploit legal loopholes. How do consumers perceive such actions? Are moral businesses forgiven more easily for deliberate transgressions or are moral businesses held to higher standards across all aspects of doing business? How should moral businesses communicate such practices? Do consumers feel wronged if a moral business engages in immoral actions that do not directly affect consumers?

This topic is suitable for confirmatory research. You are expected to review the literature to find a novel and relevant research topic, set up hypotheses, and test your hypotheses using an online experiment.

 

Related literature

Muldoon, J., Davis, P. E., Bendickson, J. S., McDowell, W. C., & Liguori, E. W. (2022). Paved with good intentions: Moral disengagement and social entrepreneurship. Journal of Innovation & Knowledge, 7(4), 100237

Effron, D. A., & Monin, B. (2010). Letting people off the hook: When do good deeds excuse transgressions? Personality and social psychology bulletin, 36(12), 1618-1634

 

PRODUCTION, USE, DISPOSAL – WHICH PART OF THE PRODUCT LIFECYCLE AFFECTS THE ENVIRONMENT?

Consumers are generally bad at understanding how environmentally (un)friendly behaviors are. For instance, consumers erroneously believe that recycling is the most sustainable action they can engage in. While this may not come as a surprise given that consumers are constantly confronted with calls to recycle, the implications thereof are unclear. Believing that recycling is a critical behavior likely leads to a preference for recyclable over non-recyclable products but how do other factors (e.g., the durability of a product or the energy used to produce it) factor in here? And where does this belief come from? Is this belief founded in the (mis)understanding that consumers cannot affect how products are being made or how long they last? How do the production and the consumption of products compare to a product’s recyclability? Do consumers believe a product that can be recycled is more sustainable than a product than cannot—irrespective of, for instance, the product’s life cycle or how much energy was used to produce it? Are consumers insensitive to other, possibly more informative cues when products are promoted as being recyclable? How then do consumers perceive products made from recycled material? What about products that are (or can be) refurbished?

This topic is suitable for exploratory or confirmatory research. Depending on your research question, you may investigate what part of the product lifecycle people perceive to affect the environment the most. You may also conduct an experiment by analyzing the literature to find a novel and relevant research topic, setting up hypotheses, and testing these hypotheses.

 

Related literature

Barnett, M. J., Hancock, P. I., Klotz, L. E., & Attari, S. Z. (2023). Recycling bias and reduction neglect. Nature Sustainability, 6(11), 1418-1425.

Sun, J. J., Bellezza, S., & Paharia, N. (2021). Buy less, buy luxury: Understanding and overcoming product durability neglect for sustainable consumption. Journal of Marketing, 85(3), 28-43.

Master Theses under the supervision of Prof. Eisend

For the winter semester 2025/6, you can submit your application starting 21.04.2025. Deadline: 02.06.2025.

 

Applying for the topics advertised:

If you are interested in one of the advertised topics, please send your application via e-mail to marketing.unit@univie.ac.at. Your application should include the following:

• exposé in English (max. 5 pages)
• Curriculum Vitae (tabular)
• Current transcript of records

You are expected to complete the thesis within 1 semester!

After finishing the theses: The following documents are required at the administration and at the chair:

• At the administration: 3 hard copies of the final thesis (SSC)
• At the chair: electronic version of your final thesis as Word and PDF as well as raw data and analysis files (e.g. SPSS or NVivo files).

****

Available Topics for the winter semester 2025/6

 

BRAND PERSONALITY

Brand personality—defined as “the set of human characteristics associated with a brand” (Aaker, 1997, p. 347)—plays an important role in imbuing products with symbolic value, forging emotional connections with consumers, and in building effective positioning and developing specific communication strategies that enhance brand equity. How do consumers respond to (different dimensions of) a brand’s personality?

Please explain and suggest hypotheses on the effects of brand personality (dimensions) on consumers. The hypotheses can be tested by an experimental study that manipulates brand personality (dimensions) together with another independent variable and measures consumer responses as dependent variables or through a survey study that collects data on consumer perceptions and evaluations of brand personality (dimensions) of different brands.

 

Starting Literature:

Aaker (1997), Dimensions of Brand Personality, Journal of Marketing Research, 34, 347-356.

Park/Roedder John (2010), Got to Get You Into My Life: Do Brand Personalities Rub Off on Consumers?, Journal of Consumer Research, 37, 655-669.

Zamudio (2016), Matching With the Stars: How Brand Personality Determines Celebrity Endorsement Contract Formation, International Journal of Research in Marketing, 33(2), 409-427.

 

PERSONALIZATION IN MARKETING COMMUNICATION

Personalization in marketing communication refers to the idea that every recipient in the communication process is an audience of one and receives distinct content based on individual preferences and/or personal characteristics. With the increasing use of AI, personalization of marketing communication messages became more feasible and ubiquitous. Personalization may strengthen the relevance of a message for consumers, and thus the persuasion success of the message, but at the same time may trigger privacy concerns, thus leading to negative reactions of consumers. How can consumers be persuaded by personalized marketing communication?

Please explain and suggest hypotheses on the effects of personalization in marketing communication on consumers and what these effects could depend on. The hypotheses should be tested by an experimental study that manipulates personalization (e.g., personalization absent vs. present or different types/degrees of personalization) along with another independent variable (e.g., product characteristic, AI disclaimers, or consumer characteristics) and measures of consumer responses as dependent variables.

 

Starting Literature:

Aguirre et al. (2015), Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness, Journal of Retailing, 91(1), 34- 49.

Bleier/Eisenbeiss (2015), Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where, Marketing Science, 34(5), 669-88.

Kalyanaraman/Sundar (2006), The Psychological Appeal of Personalized Content in Web Portals: Does Customization Affect Attitudes and Behavior?, Journal of Communication, 56(2), 110-32.

 

SOCIAL MEDIA INFLUENCERS

Social media influencers are individuals who have amassed a following on social media platforms by creating content in niche areas such as specific product categories or lifestyles. Social media influencer marketing involves a company retaining such influencers to promote its products/brands to their followers. While social media influencer marketing has gained popularity, the effects on consumers are still debated in research. When and how do social media influencers persuade consumers?

Please explain and suggest hypotheses on the effects of social media influencers and their characteristics on consumers. The hypotheses should be tested by an experimental study that manipulates social media influencer characteristics (e.g., number of followers) or compares them to other endorsers (e.g., virtual influencers, celebrities) along with another independent variable (e.g., product characteristic or consumer characteristics) and measures consumer responses as dependent variables. Alternatively and if data access and methodlogical capabilities are available, you can scrape data online about consumer responses to different social media influencers and analyze them.

 

Starting Literature:

Beichert et al. (2024), Revenue Generation Through Influencer Marketing, Journal of Marketing, 88(4), 40-63

Leung et al. (2022), Online Influencer Marketing, Journal of the Academy of Marketing Science, 50(2), 226-251.

Wies et al. (2023), Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement, Journal of Marketing, 87(3), 383-405.

 

AI-GENERATED ADVERTISING

Advertisers nowadays use artificial intelligence (AI) algorithms to generate advertising content and to personalize advertising messages. How do consumers react towards ads that are generated by AI?

Please explain and suggest hypotheses on the effects of different ads that have been generated by AI on consumers and what these effects could depend on. The hypotheses should be tested by an experimental study that manipulates AI-generated ad content along with another independent variable (e.g., product characteristic or consumer characteristics) and measures consumer responses as dependent variables. Consider whether AI disclosures are required.

 

Starting Literature:

Campbell et al. (2022), Preparing for an Era of Deepfakes and AI-Generated Ads: A Framework for Understanding Responses to Manipulated Advertising, Journal of Advertising, 51(1), 22-38.

Kietzmann et al. (2020), Deepfakes: Perspectives on the Future “Reality” of Advertising and Branding, International Journal of Advertising, 40(3), 473-485.

We/Wen (2021), Understanding AI Advertising From the Consumer Perspective, Journal of Advertising Research, 61(2), 133-146.

 

OLDER ENDORSERS IN ADVERTISING

Despite the increasing market size and consumption power of older consumers, older endorsers seldom appear in advertising. One of the reasons might be that consumers react more negatively towards portrayals of older consumers as compared to younger consumers, presumably because the depictions of the elderly use negative age stereotpyes. How are older endorsers depicted in advertising?

Please suggest several hypotheses on how elderly are depicted in advertsing. The hypotheses are to be tested based on data from a content analysis of older people in advertising (e.g., print, online, or social media) that assesses how the elderly are depicted.

 

Starting Literature:

Huber et al. (2013), Endorser Age and Stereotypes: Consequences on Brand Age, Journal of Business Research, 66, 207-15.

Kwon et al. (2015), Who Said What: The Effects of Cultural Mindsets on Perceptions of Endorser-Message Relatedness, Journal of Consumer Psychology, 25(3), 389-403.

Prieler/Kohlbacher (2016). Advertising in the Aging Society. Understanding Representations, Practitioners, and Consumers in Japan. Houndmills: Palgrave Macmillan.

Simcock/Sudbury (2006), The Invisible Majority? Older Models in UK Television Advertising, International Journal of Advertising, 25(1), 87-106.

 

ETHICAL PRODUCTS

Ethical consumption has been increasing over the years. Consumers usually pay a price premium for ethical products and that is why the success of ethical products depends on consumers’ disposable incomes and their price perceptions.When economic conditions become less favorable (e.g., due to increasing inflation) and/or prices of ethical products increase, consumers may be willing to shift their preferences away from ethical products. When are consumers (un-)willing to purchase ethical products?

Please explain and suggest hypotheses on the effects of price variations or variations in economic conditions on consumers’ evaluations of ethical products and their willingness to purchase them. The hypotheses should be tested by an experimental study that manipulates price changes or variations in economic budgets along with another independent variable (e.g., product characteristic or consumer characteristics) and measures price (fairness) perceptions, consumer evaluations, and consumers’ willingness to pay/purchase as dependent variables. Alternatively, develop a survey study that investigates variables related to ethical consumption, price perceptions and evaluations, consumer characteristics, and other variables that control for alternative explanations to investigate the relationship between price sensitivity, price evaluations, economic conditions, and the consumption of ethical products.

 

Starting Literature:

Carrington et al. (2010), Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behavior of Ethically Minded Consumers, Journal of Business Ethics, 97, 139-158.

Gleim et al. (2013), Against the Green: A Multi-Method Examination of the Barriers to Green Consumption, Journal of Retailing, 89(1), 44-61.

Lee et al. (2015), Consumer Motives for Purchasing Organic Coffee: The Moderating Effects of Ethical Concern and Price Sensitivity, International Journal of Contemporary Hospitality Management, 27(6), 1157-1180.

López-Fernández (2020), Price Sensitivity Versus Ethical Consumption: A Study of Millennial Utilitarian Consumer Behavior, Journal of Marketing Analytics, 8(2), 57-68.

 

GENDER IDENTITY OF SOCIAL MEDIA INFLUENCERS

An increasing number of consumers do no longer support or conform to the traditional gender binary but instead view gender as a fluid, dynamic continuum. Companies who work with diverse and nonbinary endorsers, celebrities, or social media influencers can signal progressive values and position themselves as socially conscious, but might run the risk of negative reactions by consumers who support a binary view of gender. How do consumers respond to nonbinary genders of social media influencers?

Please explain and suggest hypotheses on the effects of the gender identity of influencers on consumers and what these effects could depend on. The hypotheses should be tested by an experimental study that manipulates influencer’s gender identity (using binary and non-binary genders) along with another independent variable (e.g., product characteristic or consumer characteristics) and measures of consumer responses as dependent variables.

 

Starting Literature:

Eisend/Rößner (2022), Breaking Gender Binaries, Journal of Advertising, 51(5), 557-73.

Frankel/Ha (2020), Something Seems Fishy: Mainstream Consumer Response to Drag Queen Imagery, Fashion and Textiles, 7(23), 1-17

Read-Bullock (2018), Social Identity in Advertising: News Stories, Phenotypic Prototypicality, and Model Identity Influence Cognitive Processing and Evaluation of Advertisements, PhD Thesis, Indiana University.

 

Subject areas:

• New Developments in Marketing
• Responsible Marketing
• Consumer Well-being

• Balancing Needs in Consumers' various Life Domains
• Work-Life Balance & Employer Branding (ev.: Across Generations)
• Transformative Marketing

Master Theses under the supervision of Prof. Reisinger

For the winter semester 2025/6, you can submit your application starting 21.04.2025. Deadline: 02.06.2025.

The exposé must be prepared in German (max. 5 pages, 1.5 lines) and sent directly to Prof. Reisinger. The exposé should include motivation, research questions, hypotheses, a rough concept for the empirical analysis and selected references (the references do not count towards the page limit).