Andrea Weihrauch

Short Profile

I am an Assistant Professor of Marketing and Consumer Psychology at the University of Amsterdam. My research interest is to find out how consumers react to new technologies such as humanoid (robots), intelligent products and how such innovations might change consumer behavior. More precisely, I am curious to find out how we can use these innovations to improve consumer behavior (health behavior, financial behavior etc.). Aside of that, I am fascinated about the role of sleep in consumer decisions, and look at what role language plays in marketing communication.

Research

Published work:

• Weihrauch, Andrea, and Szu-Chi Huang. "Portraying Humans as Machines to Promote Health: Unintended Risks, Mechanisms, and Solutions." Journal of Marketing (2020)

• 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

• all authors contributed equally

• 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

• 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

• 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

Work under review:

• Joris Demmers, Andrea Weihrauch, Frauke Mattison-Thompson (2021): "Your data is (not) my data: The role of social value orientation in sharing data about others", second round revision at Journal of Consumer Psychology.

• Andrea Weihrauch, Tobias Schlager (2021): " The More Immersion is Not Always Better! Using Virtual Reality to Encourage Consumers to Save for Bad (Financial) Times" under review at Journal of the Academy of Marketing Science.

Publications

2021
* Demmers, J., Weihrauch, A. N., & Mattison Thompson, F. H. (2021). Your data is (not) my data: The role of social value orientation in sharing data about others. Journal of Consumer Psychology, 1-9.

2020
* Weihrauch, A. N., & Huang, S-C. (2020). Portraying Humans as Machines to Promote Health: Unintended Risks, Mechanisms, and Solutions. Journal of Marketing.

2019
* Huang, S-C., Kupor, D., Maimaran, M., & Weihrauch, A. (2019). 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.

2014
* Huber, F., Meyer, F., Weihrauch, A., & Weisshaar, I. (2014). 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), 213-230.

2013
* Huber, F., Lenzen, M., Meyer, F., & Weihrauch, A. (2013). Brand extensions in the platform countries of Asia-Effects of fit, order of market entry and involvement. Journal of Brand Management, 20(5), 424-443.
* Huber, F., Meyer, F., Vogel, J., Weihrauch, A., & Hamprecht, J. (2013). Endorser age and stereotypes: Consequences on brand age. Journal of Business Research, 66(2), 207-215.