Elisa Konya-Baumbach

Elisa Konya-Baumbach studied Psychology at the University of Vienna with a concentration in Economic Psychology. Her diploma thesis “The zero-price effect: Its relation to price affect and price-quality inferences regarding low- and high-priced products” focused on the emotional perception of discount prices and the resulting consumer inferences. During her studies, she gathered practical experience in a nonprofit organization as well as in human resources in the clothing and insurance industry. In addition, she worked as a student assistant at the University of Vienna at the Department of Work, Organizational, and Economic Psychology.

From April 2012 to April 2016, Elisa Konya-Baumbach worked as a research and teaching assistant and doctoral student at Professor Kuester's chair of Marketing & Innovation. From September to December 2014, she visited the Stern School of Business at New York University, USA, for a research stay. Elisa Konya-Baumbach successfully finalized her dissertation project “The Launch of E-Innovations: An Analysis of Go-To-Market Strategies and the Consumer Adoption Decision-Making Process” with “summa cum laude” in March 2016. Her doctoral thesis has been awarded prizes by the Marketing Foundation of the University of Mannheim as well as by Suedwestmetall.

Since May 2016, Elisa Konya-Baumbach is an Assistant Professor at Professor Kuester's chair of Marketing & Innovation. From August to December 2017, she visited the S. C. Johnson School of Management at Cornell University, USA, for a research stay.

Elisa Konya-Baumbach's research focuses on consumer psychology and behavior, marketing of innovations, and digital marketing. She is particularly interested in consumer decision making and digital innovation adoption.

Publications

Articles

• Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S. and Kuharev, V. (2019). Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption. International Journal of Research in Marketing : IJRM, 36, 386-400.
• Kuester, S., Konya-Baumbach, E. and Schuhmacher, M. C. (2018). Get the show on the road: Go-to-market strategies for e-innovations of start-ups. Journal of Business Research : JBR, 83, 65-81.
• Feurer, S., Konya-Baumbach, E. and Woodside, A. G. (2016). Applying configurational theory to build a typology of ethnocentric consumers. International Marketing Review, 33, 351-375.
• Konya-Baumbach, E. (2016). The zero-price effect in a multicomponent product context. International Journal of Research in Marketing : IJRM, 33, 689-694.

Research Papers

• Biller, M., Konya-Baumbach, E. and Kuester, S. (2022). Künstliche Intelligenz im Gesundheitswesen: Kunden­seitige Resistenz und Maßnahmen zur Steigerung der Akzeptanz. IMU Research Insights, 77. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
• Barth, M., Kuester, S. and Konya-Baumbach, E. (2021). Der Ton macht die Musik: Über die Effektivität eines persönlichen Tons in Mobile Notifications. IMU Research Insights, 71. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
• Biller, M., Konya-Baumbach, E., Kuester, S. and von Janda, S. (2020). Effektivität anthropomorphisierter Chatbots in Kundeninteraktionen. IMU Research Insights, 068. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
• Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S. and Kuharev, V. (2019). Erfolgreiche Einführung digitaler Innovationen: Vertrauensfördernde Strategien für Start Ups. IMU Research Insights, 062. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.

Conference Items

• Konya-Baumbach, E. (2022). How do others feel about it? How emotional contagion via customer reviews influences consumer judgments. In , 2022 AMA Winter Academic Conference : reconnecting and reconceiving the marketplace ; February 10-11, virtual ; February 18-20,Las Vegas, Nevada (S. 262-264). Proceedings / AMA Winter Academic Conference, American Marketing Association ; Curran: Evanston, IL ; Omaha, NE.
• Biller, M., Konya-Baumbach, E., Kuester, S. and von Janda, S. (2021). Chatbot anthropomorphism: A way to trigger perceptions of social presence? In , 2020 AMA Summer Academic Conference: Bridging Gaps: Marketing in an Age of Disruption (S. 34-37). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
• Barth, M., Kuester, S. and Konya-Baumbach, E. (2020). Within touching distances – customers' perceived closeness in mobile marketing. In , 49th EMAC Annual Conference 2020 : 26–29 May 2020, Corvinus University of Budapest, Hungary, proceedings. , European Marketing Academy: Budapest.
• Biller, M., Konya-Baumbach, E., Kuester, S. and von Janda, S. (2020). A study on the social presence of anthropomorphized chatbots. In , AIRSI 2020 conference proceedings : Zaragoza University, Spain, 3–4 September 2020 (S. 46-49). , Zaragoza University: Zaragoza.
• Biller, M., Konya-Baumbach, E., Kuester, S. and von Janda, S. (2020). Perceived social presence of anthropomorphized chatbots. In , (S. 52-56). Advances in Consumer Research, Association for Consumer Research: Duluth, MN.
• Isaac, M. and Konya-Baumbach, E. (2019). The modest marketer: Do consumers ever assume that products last longer than marketers claim? In , ACR North American Conference 2019 (S. 656-657). Advances in Consumer Research, Association for Consumer Research: Duluth, MN [u.a.].
• Konya-Baumbach, E. and Isaac, M. (2019). The modest marketer: When skeptical consumers infer products to be longer-lasting than marketers claim. In , 48th EMAC annual conference : May 28 – 31, 2019, Universität Hamburg, Germany : proceedings (S. Paper 440). , European Marketing Academy: Brussels.
• Schuhmacher, M. C., Konya-Baumbach, E., Kuester, S. and Kuharev, V. (2019). The effectiveness of specific go-to-market strategies for digital innovation adoption: An abstract. In , Enlightened Marketing in Challenging Times : proceedings of the 2019 AMS World Marketing Congress (WMC) (S. 281-282). , Springer: Cham.
• Barth, M. and Konya-Baumbach, E. (2017). When words hurt – Emotional contagion in a company's Facebook apology. In , (S. 518-519). Advances in Consumer Research, Association for Consumer Research: Duluth, MN.
• Konya-Baumbach, E., Schuhmacher, M. C. and Kuester, S. (2017). Initial trust as an informational feeling for the adoption of digital innovations. In , AMA Winter Marketing Academic Conference 2017 : Better Marketing for a Better World : Orlando, Florida, USA 17–19 February 2017 (S. G-18). AMA Educators' Proceedings, Curran: Red Hook, NY.
• Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S. and Hubert, M. (2015). The launch of service innovations by start-ups : an investigation of (non-)adopters. In , Proceedings of the 22nd Innovation & Product Development Management Conference : Copenhagen, Denmark, June 14-16, 2015 (S. 17-18). , EISAM: Brussels.
• Konya-Baumbach, E., Schuhmacher, M. C. and Kuester, S. (2014). Making the Intangible Tangible: Launch Decisions for Service Innovations. In , (S. 21-23). AMA Winter and Summer Educators' Conference Proceedings, American Marketing Assoc.: Chicago, Ill.

Conference Presentations

• Isaac, M. and Konya-Baumbach, E. (2022). The modest marketer: Do consumers ever assume that products last longer than marketers claim? SCP 2022 Annual Conference : Society for Consumer Psychology, Online.
• Konya-Baumbach, E. (2022). How do others feel about it? How emotional contagion via customer reviews influences consumer judgments. SCP 2022 Annual Conference : Society for Consumer Psychology, Online.
• Barth, M., Kuester, S. and Konya-Baumbach, E. (2018). Getting personal: Mobile marketing as a strategic tool for personalization. EMAC 31st Doctoral Colloquium, Glasgow, UK.
• Konya-Baumbach, E., Viehrig, R. and Kuester, S. (2017). Contagious! On the Role of Emotional Contagion in Innovation Adoption Decisions. Society for Judgment and Decision Making Conference 2017, Vancouver, BC.
• Konya-Baumbach, E., Viehrig, R. and Kuester, S. (2017). I feel you! How catching on emotions via online customer reviews affects innovation adoption. 46th EMAC Annual Conference, Groningen, Netherlands.
• Konya-Baumbach, E., Schuhmacher, M. C. and Kuester, S. (2015). Go-to-market-strategies for e-innovations: Propositions for future research. 18th AMS World Marketing Congress, Bari, Italy.
• Konya-Baumbach, E., Schuhmacher, M. C. and Kuester, S. (2013). Launch tactics for service innovations : Review, synthesis, and ideas for future research. 42nd EMAC Annual Conference, Istanbul, Turkey.