Univ.-Prof. Dr. Christoph Fuchs

Chair of Marketing

Oskar-Morgenstern-Platz 1, 1090 Vienna

Room 05.614

Phone +43 1 4277 38022

e-mail christoph.fuchs@univie.ac.at

 office hours: by appointment

Scientific Career

Professor Christoph Fuchs, PhD, holds the position of Chair of Marketing in the Department of Marketing and International Business. Before joining the University of Vienna, Professor Fuchs was a Professor at the TUM School of Management and an Associate Professor of Marketing (tenured) at Erasmus University Rotterdam. Previously, Professor Fuchs also taught at Aarhus University and the University of Vienna, where he earned his PhD with distinction.

Professor Fuchs' research lies at the intersection of marketing, technology, and human behavior. His work has been published in premier journals, including the Academy of Management Journal, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, and Nature Human Behavior. Professor Fuchs is an Associate Editor for the Journal of Consumer Research and the Journal of Marketing, and serves on the editorial boards of the International Journal of Research in Marketing and the Journal of Product Innovation Management.

Research Interests

  • Customer Integration
  • New Roles of Consumers
  • New Product Development
  • Consumer Behavior
  • Product and Process Innovation

Main Awards

Until 2014 Erasmus Research Institute of Management (ERIM) “High-Performing” Researcher

2021 Faculty Fellow at the 2014 PDMA Doctoral Consortium, Chicago (UIC)

2021 Runner-up MSI H. Paul Root Award

2011 Thomas P. Hustad Award

2010 Emerald Literati Outstanding Paper Award

Selected Publications

Bruckberger G, Fuchs C, Schreier M, van Osselaer SMJ (2023). Retailing Groundedness: How to improve customer experience, brand perceptions, and customer loyalty through feelings of groundedness. Journal of Retailing. 2023 Nov. Epub 2023 Nov. doi: 10.1016/j.jretai.2023.11.004

Böhm, Robert, Moritz Jörling, Leonhard Reiter, and Christoph Fuchs (2023), People Devalue Generative AI’s Competence but not Its Advice in Addressing Societal and Personal Challenges” Communications Psychology, 1, 32, https://www.nature.com/articles/s44271-023-00032-x

Biraglia A, Fuchs C, Maira E, Puntoni S (2023). When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account. Journal of Marketing. 2023 Jul;87(4):601-617. Epub 2022 Oct 25. doi: 10.1177/00222429221137817

Caprioli, Sara, Christoph Fuchs, and Bram van den Bergh (2023), On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal, Journal of Consumer Research, published online Feb. 15; https://doi.org/10.1093/jcr/ucad010

Biraglia, Alessandro, Christoph Fuchs, Elisa Maira, and Stefano Puntoni (2022). When and Why Consumers React Negatively to Brand Acquisitions: A Value Authenticity Account. Journal of Marketing. Online publication. doi.org/10.1177/00222429221137817

Schnurr, Benedikt and Christoph Fuchs (2022). Public Reactions to Instances of Workplace Gender Discrimination. Journal of Experimental Psychology: Applied. Advance online publication. doi.org/10.1037/xap0000433 (pdf)

Fuchs, Christoph, Ulrike Kaiser, Martin Schreier, and Stijn M. J. van Osselaer (2022). The value of making producers personal. Journal of Retailing, 98(3), 486-495. doi.org/10.1016/j.jretai.2021.10.004 (pdf)

Schnurr, Benedikt, Christoph Fuchs, Elisa Maira, Stefano Puntoni, Martin Schreier, and Stijn M. J. van Osselaer (2022). Sales and Self: The Non-Economic Value of Selling the Fruits of One's Labor. Journal of Marketing, 86(3), 40-58. doi.org/10.1177/00222429211064263 (pdf)

Acar, Oguz A., Darren W. Dahl, Christoph Fuchs, and Martin Schreier (2021). The Signal Value of Crowdfunded Products. Journal of Marketing Research, 58(4), 644-661. doi.org/10.1177/00222437211012451 (pdf)

Acar, Oguz A., Darren W. Dahl, Christoph Fuchs, and Martin Schreier (2021). When Do Consumers Prefer Crowdfunded Products? Harvard Business Review. https://hbr.org/2021/05/when-do-consumers-prefer-crowdfunded-products

van Osselaer, Stijn M. J., Christoph Fuchs, Martin Schreier, and Stefano Puntoni (2020). The Power of Personal. Journal of Retailing, 96(1), 88-100. doi.org/10.1016/j.jretai.2019.12.006 (pdf)

Granulo, Armin, Christoph Fuchs, and Stefano Puntoni (2020). Preference for humans (vs. robotic) labor is stronger in symbolic consumption contexts. Journal of Consumer Psychology, 31(1), 72-80. doi.org/10.1002/jcpy.1181 (pdf)

Fuchs, Christoph, Martijn G. de Jong, and Martin Schreier (2019). Earmarking Donations to Charity: Cross-Cultural Evidence on Its Appeal to Donors Across 25 Countries. Management Science, 66(10), 4820-4842. doi.org/10.1287/mnsc.2019.3397

Granulo, Armin, Christoph Fuchs, Stefano Puntoni (2019). Psychological Reactions to Human versus Robotic Job Replacement. Nature Human Behaviour, 3(10), 1062-1069. doi.org/10.1038/s41562-019-0670-y

Sting, Fabian J., Christoph Fuchs, Maik Schlickel, and Oliver Alexy (2019). How To Overcome the Bias We Have Toward Our Own Ideas. Harvard Business Review. https://hbr.org/2019/05/how-to-overcome-the-bias-we-have-toward-our-own-ideas

Maier, Marco, Daniel Elsner, Chadly Marouane, Meike Zehnle and Christoph Fuchs (2019) DeepFlow: Detecting Optimal User Experience from Physiological Data Using Deep Neural Networks. Proceedings of the International Joint Conference of Artificial Intelligence, 1415-1421. doi.org/10.24963/ijcai.2019/196

Fuchs, Christoph, Fabian Sting, Maik Schlickel, and Oliver Alexy (2019). The Ideator’s Bias: How Identity-induced Self-efficacy Drives Overestimation in Employee-driven Process Innovation. Academy of Management Journal, 62(5), 1498-1522. doi.org/10.5465/amj.2017.0438

Nishikawa, Hidehiko, Martin Schreier, Christoph Fuchs, and Susumu Ogawa (2017). The Value of Marketing Crowdsourced New Products as Such: Evidence from Two Randomized Field Experiments. Journal of Marketing Research, 54(4), 525-539. doi.org/10.1509/jmr.15.0244

Schreier, Martin, Hidehiko Nishikawa, Christoph Fuchs, and Susumu Ogawa (2016). Crowdsourced Products Sell Better When They’re Marketed That Way. Harvard Business Review. https://hbr.org/2016/11/crowdsourced-products-sell-better-when-theyre-marketed-that-way

Fuchs, Christoph, Martin Schreier, and Stijn M. J. van Osselaer (2015). The Handmade Effect: What’s Love Got to Do with It? Journal of Marketing, 79(2), 98-110. doi.org/10.1509/jm.14.0018

Dahl, Darren W., Christoph Fuchs, and Martin Schreier (2015). When and Why Consumers Prefer Products Developed by User-Driven Firms. Management Science, 61(8), 1978-1988. doi.org/10.1287/mnsc.2014.1999

Fuchs, Christoph, Emanuella Prandelli, Martin Schreier, and Darren W. Dahl (2013). All That Is Users Might Not Be Gold: How Labeling Products as User-Designed Backfires in the Context of Luxury Fashion Brands. Journal of Marketing, 77(5), 75-91. doi.org/10.1509/jm.11.0330

Schreier, Martin, Christoph Fuchs, and Darren W. Dahl (2012). The Innovation Effect of User Design: Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed by Users. Journal of Marketing, 76(4), 18-32. doi.org/10.1509/jm.10.0462 *Runner-up MSI H. Paul Root Award for the best paper published in JM in 2012. First two authors contributed equally.

Fuchs, Christoph and Adamantios Diamantopoulos (2012). Customer-Perceived Positioning Effectiveness: Conceptualization, Operationalization, and Implications for New Product Managers. Journal of Product Innovation Management, 29(2), 229-244. doi.org/10.1111/j.1540-5885.2011.00892.x

Fuchs, Christoph and Adamantios Diamantopoulos (2012). Positioning Bases' Influence on Product Similarity Perceptions. In A. Diamantopoulos, W. Fritz & L. Hildebrandt (Eds.). Quantitative Marketing and Marketing Management. Berlin: Springer. doi.org/10.1007/978-3-8349-3722-3

Diamantopoulos, Adamantios, Marko Sarstedt, Christoph Fuchs, Sebastian Kaiser, and Petra Wilczynski (2012). Guidelines for Choosing between Multi-Item and Single-Item Scales for Construct Measurement: A Predictive Validity Perspective. Journal of the Academy of Marketing Science, 40(3), 434-449. doi.org/10.1007/s11747-011-0300-3

Fuchs, Christoph and Martin Schreier (2011). Customer Empowerment in New Product Development. Journal of Product Innovation Management, 28(1), 17-32. doi.org/10.1111/j.1540-5885.2010.00778.x (pdf) *Winner Thomas P. Hustad Award for the best paper published in JPIM in 2011. Most cited JPIM article in 2011 and 2012.

Fuchs, Christoph, Emanuella Prandelli, and Martin Schreier (2010). The Psychological Effects of Empowerment Strategies on Consumers' Product Demand. Journal of Marketing, 74(1), 65-79. doi.org/10.1509/jmkg.74.1.65

Fuchs, Christoph and Adamantios Diamantopoulos (2010). Evaluating the Effectiveness of Brand-Positioning Strategies from a Consumer Perspective. European Journal of Marketing, 44(11/12), 1763-1786. doi.org/10.1108/03090561011079873 *Winner Emerald Literati Outstanding Paper Award 2010.

Fuchs, Christoph and Adamantios Diamantopoulos (2009). Using Single-Item Measures for Construct Measurement in Management Research: Conceptual Issues and Application Guidelines. Business Administration Review (DBW), 69(2), 197-212. https://temme.wiwi.uni-wuppertal.de/fileadmin/_migrated/content_uploads/fuchs_diamantopoulos_2009.pdf