Department of Marketing

Selected Publications

Hutter, K.; Hoffmann, S.; Mai, R. (2016): Carrotmob. A Win/Win/Win-Approach to Creating Bene-fits for Consumers, Business, and Society at Large, Business & Society, 55 (7), 1059-1077.

Mai, R.; Hoffmann, S. (2015). How to Combat the Unhealthy = Tasty Intuition: The Influencing Role of Health Consciousness, Journal of Public Policy and Marketing, 34 (1), 63-83.

Mai, R.; Hoffmann, S. (2014). Accents in Business Communication: An Integrative Model and Propositions for Future Research, Journal of Consumer Psychology, 24 (1), 137-158.

Mai, R.; Hoffmann, S.; Schwarz, U.; Niemand, T.; Seidel, J. (2014). The Shifting Range of Opti-mal Web Site Complexity, Journal of Interactive Marketing, 28 (2), 101-116.

Hoffmann, S.; Mai, R.; Cristescu, A. (2013). Do Culture-Dependent Response Styles Distort Substantial Relationships?, International Business Review, 22 (5), 814-827.

Mai, R.; Hoffmann, S. (2011). Four Positive Effects of a Salesperson’s Regional Dialect in Per-sonal Selling, Journal of Service Research, 14 (4), 423-437.


 Further publications