Technology (Marketing) for A Better World

My research is centered around the introduction of (disruptive) innovations to the consumer space. I examine how consumer behavior changes as the lines between humans and machines become blurry and consumers are exposed to technologies such as (humanoid) robots, technological human-enhancement products, artificial intelligence, and virtual/augmented reality.

Beyond consumer “acceptance”, I examine how to use (disruptive) innovations for consumer well-being and positive societal change. As such, technology ethics, regulations, and privacy-related consumer research make up an important part of my interests, and I focus a lot of my work on vulnerable and/or marginalized consumer groups. 

When it comes to teaching, I offer "Disruptive Innovation Marketing" as an Elective in the MSc., as well as "Consumer Behavior in the Age of Big Data and Data Analytics" and "Law and Ethics of Technology" (I teach the Ethics part) in the MBA program. I supervise MSc. theses and two PhD students (Myrthe Blösser/Fair AI; Rhea Gho/Deconsumption & Minimalism) and had the honor to be voted EB Teacher of the Year in 2020.        

Keywords: Consumer Reponses to Technology, Technology Ethics, Consumer Privacy, Vulnerable Consumers (Discrimination, Underserved Consumers/Communities)

Methods: Experiments, Field studies, Conjoint Analysis

Joris Demmers, Andrea Weihrauch, Frauke Mattison-Thompson (2021): “Your Data are (Not) My Data: The Role of Social Value Orientation in Sharing Data About Others.” Journal of Consumer Psychology, early view online version. https://doi.org/10.1002/jcpy.1255

Andrea Weihrauch, Szu-Chi Huang (2020): “Portraying Humans as Machines to Promote Health: Unintended Risks, Mechanisms, and Solutions.” Journal of Marketing, 85 (3), 184-203. https://doi.org/10.1177/0022242920974986

• Financial Times Nominee - Responsible Business - Best business school academic research published in the past three years that addresses societal challenges, with evidence of positive impact on policy or practice, nominated by Editor of Journal of Marketing.
• Article in the top 5% of all research outputs scored by Altmetric, among the highest scoring outputs from Journal of Marketing (#18 of 963).

Daniella Kupor, Szu-Chi Huang, Michal Maimaran, Andrea Weihrauch* (2018): “Leveraging Means–Goal Associations to Boost Children’s Water Consumption: A Four-School Three-Month Field Experiment.” Journal of the Association for Consumer Research, 4 (1), 77-86. http://dx.doi.org/10.1086/700843 * all authors contributed equally

• Collaboration with UNICEF (Panama).

Frank Huber, Frederik Meyer, Andrea Weihrauch, Isabelle Weisshaar (2013): “Cherish your Loved Ones – The Role of the Feeling of Care and Security in Advertising.” International Review of Retail, Distribution and Consumer Research, 24 (2), 213-220. https://doi.org/10.1080/09593969.2013.855643

Frank Huber, Michael Lenzen, Frederik Meyer, Andrea Weihrauch (2013): “Brand Extensions in the Platform Countries of Asia – Effects of Fit, Order of Market Entry and Involvement.” Journal of Brand Management, 20, 424–443. https://link.springer.com/article/10.1057/bm.2012.50

Frank Huber, Frederik Meyer, Johannes Vogel, Andrea Weihrauch, Julia Zimmermann (2012): “Endorser Age and Stereotypes: Consequences on Brand Age.” Journal of Business Research, 66 (2), 207–215 – based on M.Sc. thesis. https://doi.org/10.1016/j.jbusres.2012.07.014

UVA news: https://www.uva.nl/content/nieuws/nieuwsberichten/2020/12/mens-als-machine-stimuleert-ongezond-eetgedrag.html

BNR radio: https://www.bnr.nl/podcast/wetenschap-vandaag/10427546/niet-elk-mens-is-een-machine

Folia: https://www.folia.nl/wetenschap/143160/helpt-de-mens-als-machine-metafoor-bij-gezond-eetgedrag

Psychology Today: https://www.psychologytoday.com/us/blog/motivation-matters/202101/working-machine-maybe-s-why-you-ate-kitkat