ao. Univ.-Prof. Mag. Dr. Katharina J. Auer-Zotlöterer

Oskar-Morgenstern-Platz 1, 1090 Vienna

Room 05.636

Phone +43 1 4277 38035


office hours: by appointment


Personal Information

Born in Vienna (1972); married & managing 4 kids. Studies of International Business Administration at University of Vienna and Ecole Superieure de Commerce de Paris (ESCP) (1991-96).


Academic Development

2019-now Tenured Professor, University of Vienna | Faculty of Business Economics & Statistics.

2017-19    Managing Director at Parentstoday GmbH.

2015         Professorship of Marketing ('Ruf'), University of Salzburg | School of Law,  - declined.

2013-16    Parental Leave.

2012         Visiting Professor of Marketing, University of Salzburg | School of Law.

2010-12    Parental Leave.

2009         Swarovski Crystal Professor in Multi-cultural Brand ResearchUniversity of Innsbruck.

2006-08    Associate Professor, University of Vienna | Faculty of Business, Economics & Statistics.

2006         Habilitation, University of Vienna | Faculty of Social & Economic Sciences.

2003-06    Adjunct Professor of MarketingUniversité Libre de Bruxelles | Solvay Business School.

2000         Doctoral Degree in Social and Economic Sciences, University of Vienna.

1997         PraeDoc Position in Marketing, University of Vienna | Faculty of Social & Economic Sciences.

1996         Lecturer in Marketing, University of Vienna | Faculty of Social & Economic Sciences. 

1994         Research Assistant of Prof. Dr. Dr. h.c. Leszek Balcerowicz | Professor of Economics,
                (later Polands Minister of Finance | Vice Prime Minister | President of the National Bank)
                Institute for Human Sciences, Vienna.

International Academic Experience

2023       European Research Council (ERC) Starting Grant-Evaluation Panel Member

2006       Guest Lecturer at the Coggin College of Business, University of North Florida, USA;
2005       Visiting Researcher at the University of Otago, Dunedin/New Zealand;
2001-02  FWF-funded Research Project (Erwin-Schrödinger Grant) at the Institute of Marketing, University of St. Gallen, Switzerland.


  • Marketing & Consumer Behavior
  • Transformative Consumer Research
    - (Internal & External) Customer Wellbeing & Quality-of-Life over the Life Course
    - Balancing Needs in Consumers' Various Life Domains
    - Work-Life Balance & Employer Branding Across Generations
  • Mixed Research Methods


  • Auer-Srnka, K. J. und Griessmair, M. (2010): "Mixed Methods-Designs: Die Multidimensionale Skalierung (MDS) als Technik an der Schnittstelle qualitativer und quantitativer Forschung", in: Zeitschrift für Betriebswirtschaft, 80 (5), S. 31-57.
  • Auer-Srnka, K. J. (2009): "Qualitative und kombinierte Methoden in der wissenschaftlichen Marketingforschung: Theoretische Betrachtung und Literaturanalyse", in: der markt - Journal für Marketing, Special Issue: Qualitative Marketing-Forschung - Konzeptionelle Entwicklungen und Methodische Trends, 48, S. 7-20.
  • Srnka, K. J. (2007): "Integration qualitativer und quantitativer Forschungsmethoden: Der Einsatz integrierter Forschungsdesign als Möglichkeit der Theorieentwicklung in der Marketingforschung als betriebswirtschaftliche Disziplin", in: Marketing - Zeitschrift für Forschung und Praxis, 29 (4), S. 247-260.
  • Srnka, K. und Koeszegi, J. (2007): "From Words to Numbers - How to Transform Qualitative Data into Meaningful Quantitative Results", in: Schmalenbach Business Review, 59 (1), S. 29-57.