Department of Marketing

Conference Presentations

(only conferences with peer-review):

  • Krüger, T., Nibat, I., Mai, R., Trendel, O., Lasarov, W., & Hoffmann, S. (2021, February). The era of fake news: How truthfulness and animosity interact. Paper presented at the AMA Winter Conference, St. Pete Beach, Florida, US (online).

  • Krüger, T., Lasarov, W., Nibat, I., Mai, R., Trendel, O., & Hoffmann, S. (2021, February). Extending the animosity model in times of the COVID-19 pandemic: A cross-national validati-on of the health animosity scale. Paper presented at the AMA Winter Conference, St. Pete Beach, Florida, US (online).

  • Hoffmann, N. C., Müller, S., Heidbrink, L., & Hoffmann, S. (2021, February). Are Collaborative Con-sumers Ethical Consumers? Abstract Moral Stages in Sharing Markets. Paper presented at the AMA Winter Conference, St. Pete Beach, Florida, US (online).

  • Hoffmann, N. C., Symmank, C., Mai, R., Rohm, T., Stok, M., & Hoffmann, S. (2020, February). Extrinsic Product Attributes in Consumers’ Food Decisions: Review and Network Analysis of the Marketing Literature. Paper presented at the AMA Winter Conference, San Diego, US.

  • Griesoph, A. (2020, February). GOTTA NUDGE'EM ALL - An integrated stage model to nudge climate-friendly meal choices. Paper presented at the AMA Winter Conference, San Diego, US. 

  • Hoffmann, N. C., Lasarov, W., Mai, R., & Hoffmann, S. (2020, May). The Influence of Environmental Levies on Consumers Emotions and Product Preferences. Paper presented at the EMAC 2020 Conference, Budapest, Hungary.

  • Reimers, H., Lasarov, W., & Hoffmann, S. (2020, May). Psychological Rebound-Effects A Conceptualization and Research Directions. Paper presented at the EMAC 2020 Conference, Budapest, Hungary.

  • Trabandt, M., Lasarov, W., Mai, R., & Hoffmann, S. (2020, February). I Share for You: How Motives, Advertising Appeals and Reputation Gains Influence Consumers’ Sharing Intention. Paper presented at the AMA Winter Conference, San Diego, US.

  • Trabandt, M., Lasarov, W., Mai, R., & Hoffmann, S. (2020, February). Smells Like Green Spirit: The Double-Edged Sword Called Sharing Economy. Paper presented at the AMA Winter Conference, San Diego, US.

  • Hoffmann, N. C., Lasarov, W., Mai, R., & Hoffmann, S. (2020, February). I Don’t Regret Anything – Or do I? The Effects of Environmental Levies on Consumers’ Feelings of Regret and Product Choice. Paper presented at the AMA Winter Conference, San Diego, US.

  • Reimers, H., Lasarov, W., & Hoffmann, S. (2020, February). Does Size Matter? The relation between the (im)moral intensity of an initial act and a target act. Paper presented at the AMA Winter Conference, San Diego, US.

  • Krüger, T., Mai, R., Lasarov, W., & Hoffmann, S. (2020, February). Short Indignation or Persistent Outrage? Consumer Animosity from a Long-term Multi-country Perspective. Poster session presented at the AMA Winter Conference, San Diego, US. 

  • Griesoph, A., &  Lasarov, W. (2019, February). Until the last drop. Do consumer care about water when it comes to coffee?. Paper presented at the AMA Winter Conference,  Austin, US.

  • Hoffmann, N. C., Yin, J., & Hoffmann, S. (2019, February). Asymmetric Effects Of Supplier Hypocrisy Along Global Supply Chains – Empirical Evidence From China And Germany. Paper presented at AMA Winter Conference, Austin, US.

  • Joerß, T., Hoffmann, S., Mai, R., & Akbar, P. (2019, February). Digitalization as Solution of Environmental Problems - When Do Sustainability Conscious Users Rely on Augmented Reality-Recommendations Agents. Paper presented at the AMA Winter Conference, Austin, US. 

  • Lasarov, W., Mai, R., Trabandt, M., Griesoph, A., & Hoffmann, S. (2019, February). The (Group) License to Indulge. Paper presented at the AMA Winter Conference, Austin, US.

  • Reimers, H., & Hoffmann, S. (2019, February). Does Transparent Price Labeling Boost Label Effectivity For Sustainable Products?. Paper presented AMA Winter Conference, Austin, US.

  • Trabandt, M., Akbar, P., & Hoffmann, S. (2019, February). I Am What I Own and I Am What I Do: The Diverging Impact of the Extended Self in Access-Based Consumption. Paper presented at the AMA Winter Conference, Austin, US.  

  • Hüttel, A., Balderjahn, I., & Hoffmann, S. (2018, November). Beyond National Boundaries: The Impact of Anti-consumption and Personal Values on Subjective Well-being. Paper presented at the 7th ICAR symposium, University of Almería, Spain.

  • Hoffmann, N., Lasarov, W., Mai, R. & Hoffmann, S. (2018, November). Sin Tax – How Governmental Regulations to Foster Anti-Consumption Backfire, Paper presented at the 7th ICAR symposium, University of Almería, Spain.

  • Lasarov, W., & Hoffmann, S. (2018, November). Introducing Two Avenues of Social Moral Licensing. Paper presented at the 7th ICAR symposium, University of Almería, Spain.

  • Joerß, T., Hoffmann, S., Mai, R., & Akbar, P. (2018, February). Nachhaltigkeitsinformationen zu Lebensmitteln am Point-of-Sale mittels mobiler Augmented Reality. Präsentiert bei der 38. GIL-Jahrestagung: Digitale Marktplätze und Plattformen, Kiel, Germany.

  • Lasarov, W. (2018, February). Adjustable Reciprocity. Exploring the Influence of In-group Standards on Reciprocal Decisions. Paper presented at the AMA Winter Conference, New Orleans, US.

  • Hoffmann, N. C., Lasarov, W., Mai, R., & Hoffmann, S. (2018, February). I Paid My Dues: How Voluntary and Mandatory Taxes Relieve Individuals from Their Obligations. Paper  presented at the AMA Winter Conference, New Orleans, US.

  • Hoffmann, N. C., Karimova, G.-S., Heidbrink, L., & Hoffmann, S. (2018, February). Western and Eastern Virtue Ethics in Consumer Research: Review, Synthesis, and Directions for Future Research. Paper presented at the AMA Winter Conference, New Orleans, US.

  • Akbar, P., & Hoffmann, S. (2017, May). The Augmented Value-creation Logic in Product Service Systems. Paper presented at the EMAC 2017, Groningen, Netherlands.

  • Krautz, C., & Hoffmann, S. (2017, April). The Tenure-Based Customer Retention Model. A Cross-Cultural Validation. Paper presented at the Kommissionstagung Internationales Management der VHB 2017, Kiel, Germany.
  • Symmank, C., Hoffmann, S., Mai, R., Stok, M., Renner, B., & Rohm, H. (2017, Feburary). Psychological determinants of healthy food decision making: A systematic literature review. Paper presented at the ARPH Conference, Association for Researchers in Psychology and Health, Leiden, the Netherlands.
  • Akbar, P. & Hoffmann, S. (2017, Feburary). Towards a new understanding of creating value in product service systems. Paper presented at the AMA Winter Conference, Orlando, US.
  • Lasarov, W., García de Frutos, N., Mai, R., Ortega Egea, J. M., & Hoffmann, S. (2017, Feburary). How Motivated Reasoning Impairs Environmentally Motivated Consumption Reduction. A Multi-Country Study. Paper presented at the AMA Winter Conference, Orlando, US.
  • Lasarov, W., Hoffmann, S., & Mai, R. (2017, Feburary). Group Licenses - Why Moral Consumers Do Not Always Run With their (Moral) Herd. Paper presented at the AMA Winter Conference, Orlando, US.
  • Lasarov, W., Hoffmann, S., & Mai, R. (2017, Feburary). Group Licenses - Why Moral Consumers Do Not Always Run With their (Moral) Herd. Paper presented at the AMA Winter Conference, Orlando, US.
  • Lasarov, W., García de Frutos, N., Mai, R., Ortega Egea, J. M., & Hoffmann, S. (2017, Feburary). How Motivated Reasoning Impairs Environmentally Motivated Consumption Reduction. A Multi-Country Study, Paper presented at the AMA Winter Conference, Orlando, US.
  • Lasarov, W., Hoffmann, S., Orth, U., & Held, C. (2016, December). The Dynamics of Boycotts – How Different Consumer Types React on Boycott Calls. Paper presented at the ICAR 2016 Symposium, Melbourne, Australia.
  • Lasarov, W., Hoffmann, S., Orth, U., & Held, C. (2016, October). The Heat Up / Cool Down-Model of Boycotting. Paper presented at the Association for Consumer Research Conference, Berlin, Germany.
  • Symmank, C., Mai, R., Hoffmann, S., Stok, M., Renner, B., Lien, N., Brug, J., & Rohm, H. (2016, June). Food Decision Making: A Systematic Interdisciplinary Mapping Review. Paper presented at the Annual Meeting of the International Society of Behavioral Nutrition and Physical Activity, Cape Town, South Africa.
  • Symmank, C., Mai, R., Hoffmann, S., & Rohm, H. (2016, May). Product Characteristics and Consumer’s Food Decision Making: A Network Analysis of the Marketing and Business Literature. Paper presented at the EMAC 2016, Oslo, Norway.
  • Akbar, P., Hoffmann, S., & Mai, R (2016, February). When do materialistic consumers join commercial sharing systems. Paper presented at the AMA Winter Marketing Educators' Conference, Las Vegas, US.
  • Mai, R., Hoffmann, S., Lasarov, W., Akbar, P., & Joers, T. (2016, February). The Sustainability Liability and Its Influence on Shopping Cart Composition. Paper presented at the AMA Winter Marketing Educators' Conference, Las Vegas, US.
  • Lasarov, W., Hoffmann, S., & Mai, R. (2016, February). Pe(e)rceived Moral Licensing. Why Good Guys Surrounded by Good Guys do Bad Things. Paper presented at the AMA Winter Marketing Educators' Conference, Las Vegas, US.
  • Lasarov, W., Hoffmann, S., Orth, U., & Held, C. (2015, February). Why Do Boycotters Cool Down Over Time? An Analysis of the Intra-Personal Dynamics of Boycotting. Paper presented at the AMA Winter Educators' Conference 2015, San Antonio, US.
  • Mai, R., & Hoffmann, S. (2015, May). Less Paternalistic Ways of Transforming Consumer Behavior. Paper presented at the 2015 EMAC Conference, Leuven, Belgium.
  • Akbar, P., Hoffmann, S., & Mai, R. (2014, June). A Little Less Anti-consumption a Little More Sharing Please. Paper presented at the ICAR 2014 Symposium on Anti-Consumption and Consumer Wellbeing, Kiel, Germany.
  • Mai, R., Hoffmann, S., Schwarz, U., Niemand, T., & Seidel, J. (2013, Dezember). The Effect of Complexity Intensity and Complexity Quality of Websites. Paper presented at the ANZMAC 2013 Conference, Auckland, New Zealand.
  • Reifegerste, D., Schumacher, M. B., Hoffmann, S., Schwarz, U., & Hagen, L. M. (2013, November). Framing von Gesundheitskommunikation in Settingansätzen. Präsentiert auf der 1. Tagung der Ad-hoc-Gruppe Gesundheitskommunikation in der DGPuK, Hannover, Germany.
  • Hoffmann, S., Schwarz, U., Dalicho, L., & Hutter, H. (2013, September). Humor in Cross-Cultural Advertising: A Content Analysis and Test of Effectiveness in German and Spanish Print Advertisements. Presented at the 2nd International Conference on Strategic Innovative Marketing, IC-SIM in Prague, Czech Republic.
  • Hoppert, K., Mai, R., Zahn, S., Hoffmann, S., & Rohm, H. (2013, August). Consumer’s Food Decision Making – An Adaptive Conjoint Analyses combined with sensory preference tests. Paper presented at the 10th Pangborn Sensory Science Symposium, Rio de Janeiro, Brasilien.
  • Mai, R., & Hoffmann, S. (2013, June). Bridging the Attitude-Behavior-Gap in Healthy Food Consumption. The Moderating Role of Implicit Associations. Paper presented at the 2013 EMAC Conference, Istanbul, Turkey.
  • Iskhakova, L., Yusupova, N., Hilbert, A., Joehnk, P., & Hoffmann, S. (2012, September). Decision Support Sys-tem for the Alumni Management. Paper presented at the 14th International Workshop on Computer Science and Information Technologies CSIT’2012, Ufa – Hamburg – Norwegian Fjords.
  • Hoffmann, S. (2012, February). The Cultural Imprint of a Country Market’s Boycott Prevalence. Präsentiert auf der Jahrestagung 2012 der Wissenschaftlichen Kommission Internationales Management im VHB, Saarbrücken, Germany.
  • Hoffmann, S., & Mai, R. (2012, January). When and Why Do Consumers Boycott Companies that Relocate Factories?. Präsentiert auf der Jahrestagung der Wissenschaftlichen Kommission Marketing im VHB, Ingolstadt, Germany.
  • Schwarz, U., Hoffmann, S., & Hutter, K. (2012, February). Do Men and Women Laugh About Different Types of Humour? A Comparison Study in Print Ads. Paper presented at the 2012 AMA Winter Marketing Educators' Conference in St. Petersburg, FL, USA.
  • Hoffmann, S., & Hutter, K. (2012, February). Collective Shopping for a Better World. Theoretical Background of the Carrotmob and a Call for Future Research. Paper presented at the 2012 AMA Winter Marketing Educators' Conference in St. Petersburg, FL, USA.
  • Mai, R., & Hoffmann, S. (2011, November). Positive Marketing in the Food Sector: Development and Commu-nication of Healthy Food Products to Creating Benefits for Companies, Customers, and Society. Paper presented at the Conference on Positive Marketing, New York, USA.
  • Schwarz, U., Hoffmann, S., & Gelbrich, K. (2011, June). The Effectiveness of Humor in Cross-cultural Advertising. Paper presented at the 73. Wissenschaftliche Jahrestagung des Verbandes der Hochschullehrer für Betriebswirtschaft e.V., Kaiserlautern, Germany.
  • Hoffmann, S., & Mai, R. (2011, May). The Boycott of Offshoring Companies: How the Fit Between the Consumers' Home Country and the Company's Origin Influences the Boycott Decision. Paper presented at the 2011 Academy of Marketing Science Annual Conference in Coral Gables, USA. 
  • Hoffmann, S., & Mai, R. (2011, May). Do You Really Want to Eat More Healthy or Do You Just Want to Look Good? How Different Motives Influence the Healthy Food Decision. Paper presented at the 2011 Academy of Marketing Science Annual Conference in Coral Gables, USA.
  • Schwarz, U., & Hoffmann, S. (2011, May). The Effectiveness of Sentimental Comedy and Sentimental Humor in Cross-Cultural Advertising: A Comparison of German and Spanish Print Adver-tisements. Paper presented at the 2011 EMAC Conference, Ljubljana, Slovenia. 
  • Mai, R., & Hoffmann, S. (2011, April). Taste Lovers vs. Nutrition Facts Seekers. How Health Conscious-ness and Self-efficacy Influence the Consideration of Health-related Food Attributes. Paper presented at the 7th CRAWS Conference, Manchester, UK. 
  • Hoffmann, S., & Mai, R. (2011, February). Identifying Implicit Obstacles for Consuming Healthy Food. A Mul-ti-Step, Multi-Method Research Agenda. Paper presented at the 2011 AMA Winter Marketing Educators' Conference in Austin, USA. 
  • Mai, R., & Hoffmann, S. (2011, February). Regional Dialect and Foreign Accent in Business Communication: A Review and Synthesis of the Literature. Paper presented at the 2011 AMA Winter Marketing Educators' Conference in Austin, USA.
  • Hoffmann, S., & Schlicht, J. (2011, February). How Different Types of Concernment Influence the Intention to Purchase Organic Food. Paper presented at the 2011 AMA Winter Marketing Educators' Conference in Austin, USA.
  • Hutter, K., & Hoffmann, S. (2011, January). Cooler than Boycotts. Carrotmob as an Innovative Form of Ethical Consumption. Paper presented at the 10th International Marketing Trends Conference in Paris, France.
  • Mai, R., & Hoffmann, S. (2011, January). Implizite Einstellungen als Hindernisse der Stärkung gesunder Ernährung. Direktiven für die zukünftige Forschung. Paper presented at the 10th International Marketing Trends Conference in Paris, France.
  • Hoffmann, S., Liebermann, S., & Schwarz, U. (2010, September). Ads for Mature Consumers in Transformation Countries: Should Marketers Address the Same Shift of Values as in Industrialized Countries?. Paper presented at the 1st EMAC Regional Conference- Marketing Theory Challenges in Emerging Markets, hosted by the Corvinus University of Buda-pest, Hungary.
  • Schwarz, U., Hoffmann, S., & Belikova, E. (2010, September). Diffusion of the Internet in the Transition Country Russia: An Integrated Analysis Approach. Paper presented at the 1st EMAC Regional Conference- Marketing Theory Challenges in Emerging Markets, hosted by the Corvi-nus University of Budapest, Hungary.
  • Hoffmann, S. (2010, June). Anti-Consumption as a Means of Saving Jobs. Why Consumers Boycott Companies that Close down Factories. Paper presented at the ICAR/NACRE 2010 Symposium in Marseille, France.
  • Hoffmann, S., Mai, R., & Smirnova, M. (2010, February). Conceptualizing Consumer Animosity. A Validation Study in Germany and Russia. Paper presented at the 2010 AMA Winter Marketing Ed-ucators' Conference in New Orleans, USA, February.
  • Mai, R., & Hoffmann, S. (2010, February). The Influence of a Salesperson’s Dialect: When is Regional Dia-lect a Factor of Success or an Obstacle in Direct Marketing?. Paper presented at the 2010 AMA Winter Marketing Educators' Conference in New Orleans, USA.
  • Hoffmann, S., Liebermann, S., & Schwarz, U. (2010, February). Designing Advertisements for Consumers Older than 50 Years. Paper presented at the 2010 AMA Winter Marketing Educators' Conference in New Orleans, USA.
  • Hoffmann, S., & Mai, R. (2009, October). A General Model of Consumer Animosity toward Different Target Countries. An Analysis of Construct Validity and Criterion Validity. Paper presented at the CIMaR Conference in Beijing, China.
  • Mai, R., & Hoffmann, S. (2009, October). The Influence of a Spokesperson’s Accent on Consumer’s Per-ception and Attitude. Paper presented at the CIMaR Conference in Beijing, China.
  • Hoffmann, S., Schwarz, U., & Liebermann, S. (2009, May). Tailoring Advertisements for the Generation 50+: The role of Activity and Modesty for Self-verification. Paper presented at the AMS 2009 Conference, Baltimore, USA. 
  • Hoffmann, S., & Mai, R. (2009, May). Cross-national Differences in Consumers’ Animosity towards the US and Russia. Paper presented at the 38th EMAC Conference, Nantes, France. 
  • Niemand, T., Hoffmann, S., & Ott, G. (2009, Mai). Consumer Integrated Technology Screening (CITS). Ein Prozessmodell zur Integration industrieller Kunden bei der Analyse des Potenzials von Technologiekonzepten. Vortrag auf der Tagung Kundenintegration und Kunden-bindung, Illmenau.
  • Hoffmann, S. (2009, Februar). Die Verlagerung von Tochterunternehmen als Auslöser von Konsumentenboykotten im Heimatland des bisherigen Standorts. Vortrag auf der Jahrestagung 2009 der Wissenschaftlichen Kommission Internationales Management im Verband der Hochschullehrer für Betriebswirtschaft, Berlin, Germany.
  • Soyez, K., Hoffmann, S., & Smirnova, M. (2008, Nvovember). Umweltfreundliches Konsumentenverhalten in Deutschland und Russland: Eine Frage unterschiedlicher Wertorientierungen. Vortrag auf der DAAD-UFA-Konferenz, Dresden, Germany.
  • Hoffmann, S. (2006, September). Vorstellung eines neuen Informationsportals für KMU: iXpatriate – das Portal für Auslandskompetenz in KMU, Präsentation auf der Siegener Mittelstandstagung SiMi06, Siegen, Germany.
  • Hoffmann, S., & Wittig, K. (2006, May). Do International Advertisement Campaigns Reflect Cultural Differences?. Paper presented at the 14th Annual CIMaR Conference, Istanbul, Turkey. 
  • Wittig, K., & Hoffmann, S. (2006, May). Why Do Consumers Boycott? A Replicating Study in Germany. Paper presented at the 14th Annual CIMaR Conference, Istanbul, Turkey.