%0 Conference Paper
%D 2015
%T Creating Brand Impressions Through Package Design
%A Orth,Ulrich
%A Malkewitz,Keven
%K Marketing
%P 259--259
%8 2015
%G eng
%2 b
%4 267787909120
%$ 267787909120

%0 Journal Article
%D 2014
%T Advancing the aesthetic middle principle: trade-offs in design attractiveness and strength
%A Giese,Joan
%A Malkewitz,Keven
%A Orth,Ulrich
%A Henderson,Pam
%K Marketing
%8 2014
%G eng
%2 a
%4 257902755840
%$ 257902755840

%0 Journal Article
%J Journal of Retailing
%D 2012
%T The accuracy of design-based judgments: A constructivist approach
%A Malkewitz,Keven
%A Orth,Ulrich
%K Marketing
%K MBA
%B Journal of Retailing
%8 2012
%G eng
%2 a
%4 216838387712
%$ 216838387712

%0 Journal Article
%J Journal of Retailing
%D 2012
%T The accuracy of design-based judgments: A constructivist approach
%A Malkewitz,Keven
%A Orth,Ulrich
%K Marketing
%B Journal of Retailing
%8 2012
%G eng
%2 a
%4 216838387712
%$ 216838387712

%0 Journal Article
%D 2012
%T The Accuracy of Design-Based Judgments: A Constructivist Approach,
%A Orth,Ulrich
%A Malkewitz,Keven
%K Marketing
%8 2012
%G eng
%2 a
%4 257902757888
%$ 257902757888

%0 Journal Article
%D 2012
%T Interior Design and Store Personality
%A Orth,Ulrich
%A Heinrich,Frauke
%A Malkewitz,Keven
%K Marketing
%8 2012
%G eng
%2 a
%4 257902759936
%$ 257902759936

%0 Journal Article
%J Journal of Services Marketing
%D 2012
%T Servicescape interior design and consumers' personality impressions
%A Malkewitz,Keven
%A Orth,Ulrich
%A Heinrich,Frauke
%K Marketing
%K MBA
%B Journal of Services Marketing
%8 2012
%G eng
%2 a
%4 216839055360
%$ 216839055360

%0 Journal Article
%J Journal of Services Marketing
%D 2012
%T Servicescape interior design and consumers' personality impressions
%A Malkewitz,Keven
%A Orth,Ulrich
%A Heinrich,Frauke
%K Marketing
%B Journal of Services Marketing
%8 2012
%G eng
%2 a
%4 216839055360
%$ 216839055360

%0 Journal Article
%D 2010
%T Formation of Consumer Price Expectation Based on Package Design: Attractive and Quality Routes
%A Orth,Ulrich
%A Campana,Daniela
%A Malkewitz,Keven
%K Marketing
%8 2010
%G eng
%2 a
%4 257902761984
%$ 257902761984

%0 Journal Article
%J Journal of Marketing Theory and Practice
%D 2010
%T Formation of consumer price expectation based on package design: attractive and quality routes
%A Malkewitz,Keven
%A Orth,Ulrich
%K Marketing
%B Journal of Marketing Theory and Practice
%8 2010
%G eng
%2 a
%4 216838086656
%$ 216838086656

%0 Journal Article
%J Journal of Marketing Theory and Practice
%D 2010
%T Formation of consumer price expectation based on package design: attractive and quality routes
%A Malkewitz,Keven
%A Orth,Ulrich
%K Marketing
%K MBA
%B Journal of Marketing Theory and Practice
%8 2010
%G eng
%2 a
%4 216838086656
%$ 216838086656

%0 Journal Article
%J Journal of Current Issues and Research in Advertising
%D 2010
%T Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising
%A Orth,Ulrich
%A Malkewitz,Keven
%A Bee,Colleen
%K Marketing
%X This research sheds insight on how consumer gender and personality produce different levels of mixed emotions in response to advertising resulting in divergent brand attitudes. Using a more complete measure of emotional response than previously used in advertising research, we manipulate the perceived incongruity between advertisement role portrayals and viewers’ self concept and show that women exhibit higher levels of mixed emotions than do men, but they respond with more favorable attitudes toward the advertised brand. Further, individuals who are more neurotic, introvert, or antagonistic experience higher levels of mixed emotions, and respond with less favorable attitudes when experiencing ad-evoked mixed emotions. Implications focus on advancing mixed emotions, gender, and personality research, and on the use of sex role portrayals in advertising.
%B Journal of Current Issues and Research in Advertising
%V 32
%P 69-80
%8 2010
%G eng
%N 1
%2 a
%4 33587675137
%$ 33587675137

%0 Journal Article
%D 2010
%T Gender and Personality Drivers of Consumer Mixed Emotional Response to Advertising
%A Orth,Ulrich
%A Malkewitz,Keven
%A Bee,Colleen
%K Marketing
%8 2010
%G eng
%2 a
%4 257902766080
%$ 257902766080

%0 Journal Article
%J Journal of Current Issues and Research in Advertising
%D 2010
%T Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising
%A Orth,Ulrich
%A Malkewitz,Keven
%A Bee,Colleen
%K Marketing
%K MBA
%X This research sheds insight on how consumer gender and personality produce different levels of mixed emotions in response to advertising resulting in divergent brand attitudes. Using a more complete measure of emotional response than previously used in advertising research, we manipulate the perceived incongruity between advertisement role portrayals and viewers’ self concept and show that women exhibit higher levels of mixed emotions than do men, but they respond with more favorable attitudes toward the advertised brand. Further, individuals who are more neurotic, introvert, or antagonistic experience higher levels of mixed emotions, and respond with less favorable attitudes when experiencing ad-evoked mixed emotions. Implications focus on advancing mixed emotions, gender, and personality research, and on the use of sex role portrayals in advertising.
%B Journal of Current Issues and Research in Advertising
%V 32
%P 69-80
%8 2010
%G eng
%N 1
%2 a
%4 33587675137
%$ 33587675137

%0 Generic
%D 2008
%T Directing Consumer Price Expectation through Package Design
%A Orth,Ulrich
%A Malkewitz,Keven
%K Marketing
%B 4th Annual Wine Business Research Conference
%8 2008
%G eng
%2 c
%4 267791058944
%$ 267791058944

%0 Journal Article
%J Journal of Marketing
%D 2008
%T Holistic package design and consumer brand impressions
%A Malkewitz,Keven
%A Orth,Ulrich
%K Marketing
%K MBA
%B Journal of Marketing
%8 2008
%G eng
%2 a
%4 216837691392
%$ 216837691392

%0 Journal Article
%D 2008
%T Holistic Package Design and Consumer Brand Impressions
%A Orth,Ulrich
%A Malkewitz,Keven
%K Marketing
%8 2008
%G eng
%2 a
%4 257902768128
%$ 257902768128

%0 Journal Article
%J Journal of Marketing
%D 2008
%T Holistic package design and consumer brand impressions
%A Malkewitz,Keven
%A Orth,Ulrich
%K Marketing
%B Journal of Marketing
%8 2008
%G eng
%2 a
%4 216837691392
%$ 216837691392

%0 Journal Article
%J European Journal of Marketing
%D 2007
%T Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe
%A Orth,Ulrich
%A Koenig,Hal
%A Firbasova,Zuzana
%K Marketing
%X This study examines consumer response to positively versus negatively framed advertisements in four Central European countries. Different emotional, cognitive and attitudinal reactions to advertisements for food products were found with respondents in Croatia, the Czech Republic, Hungary and Poland. Testing a comprehensive structural equation model separately for each country revealed differences as well as similarities in how positively and negatively framed advertisements elicited the emotional dimensions downbeat, pleased and attentive, and affected consumer cognitions and attitudes. Across countries, the intertwined roles of emotions and cognitions in affecting consumer attitudinal response were generally confirmed, suggesting cross-cultural robustness of the underlying framework.
%B European Journal of Marketing
%V 41
%8 2007
%G eng
%N 3/4
%2 a
%4 647577600
%$ 647577600

%0 Generic
%D 2004
%T Why Consumers (Do Not) Buy 91ÆÞÓÑ Wine
%A Orth,Ulrich
%K Marketing
%B OSU Grapevine Research Days
%C Corvallis, OR
%8 2004
%G eng
%2 c
%4 2459871233
%$ 2459871233

%0 Generic
%D 2003
%T Measuring Buyer Response to 91ÆÞÓÑ Wine Branding Messages
%A Orth,Ulrich
%K Marketing
%B Presentation to 91ÆÞÓÑ Wine Advisory Board, Promotions Committee
%C Salem, 91ÆÞÓÑ
%8 2003
%G eng
%2 c
%4 2459944961
%$ 2459944961

%0 Generic
%D 2003
%T Wines and Lifestyles
%A Orth,Ulrich
%K Marketing
%B Presentation to 91ÆÞÓÑ Wine Advisory Board
%C Salem, OR
%8 2003
%G eng
%2 c
%4 2459963393
%$ 2459963393

%0 Generic
%D 2002
%T Advantageously Positioning 91ÆÞÓÑ Wine
%A Orth,Ulrich
%K Marketing
%B Presentation to 91ÆÞÓÑ Wine Advisory Board, Research Committee
%C Corvallis, OR
%8 2002
%G eng
%2 c
%4 2460063745
%$ 2460063745

%0 Generic
%D 2002
%T Craft Brews: Consumer Preferences and Psychographics
%A Orth,Ulrich
%K Marketing
%B Presentation to Widmer Borthers Brewing Co.
%C Portland, OR
%8 2002
%G eng
%2 c
%4 2460000257
%$ 2460000257

%0 Generic
%D 2002
%T Designing a meaningful symbol for “91ÆÞÓÑ” Wine
%A Orth,Ulrich
%K Marketing
%B Presentation to the 91ÆÞÓÑ Wine Advisory Board, Promotions Committee
%C Portland, OR
%8 2002
%G eng
%2 c
%4 2460055553
%$ 2460055553

%0 Generic
%D 2002
%T 91ÆÞÓÑ Agriculture’s Image
%A Orth,Ulrich
%K Marketing
%B Presentation to the Agribusiness Council of 91ÆÞÓÑ
%C Carlton, OR
%8 2002
%G eng
%2 c
%4 2460035073
%$ 2460035073

%0 Generic
%D 2001
%T The communicators’ role in promoting organically grown products
%A Orth,Ulrich
%K Marketing
%B Presentation to Kassel University, Dept. of Agriculture, International Development and Organic Production
%C Witzenhausen/Germany
%8 2001
%G eng
%2 c
%4 2462199809
%$ 2462199809

%0 Generic
%D 2001
%T Contemporary Marketing Research
%A Orth,Ulrich
%K Marketing
%B Presentation to 91ÆÞÓÑ Association of Nurserymen / Marketing Committee
%C Aurora, OR
%8 2001
%G eng
%2 c
%4 2460088321
%$ 2460088321

%0 Generic
%D 2001
%T Psychographic Segmentation of Visitors to Southern Moravia.
%A Orth,Ulrich
%K Marketing
%B International Conference “Region - Services - Travel Industry”
%C Ostrava/ Czech Republic
%8 2001
%G eng
%2 c
%4 2462220289
%$ 2462220289