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  1. A multimodal, theory-based prevention program for IPED use in recreational fitness: evidence from a German cluster-randomized study

    Article • Performance Enhancement & Health, May 2026, Elsevier

    Prof Dr Gunnar Mau

  2. Screens and strategies: Testing interventions for adolescents‘ digital self-regulation competence

    Article • Computers in Human Behavior Reports, May 2026, Elsevier

    Prof Dr Gunnar Mau

  3. Doping attitudes and prevention needs in recreational sports: A behavioral cluster analysis based on the theory of planned behavior and risk acceptance

    Article • Performance Enhancement & Health, February 2026, Elsevier

    Prof Dr Gunnar Mau

  4. Examining the ability of children to make competent purchases in food retailing

    Article • Appetite, October 2025, Elsevier

    Prof Dr Gunnar Mau

  5. Perspectives, motivations and behaviors of amateur bodybuilders regarding doping and anti-doping: A systematic review

    Article • Performance Enhancement & Health, August 2025, Elsevier

    Prof Dr Gunnar Mau

  6. “Flavor, fun, and vitamins”? Consumers’ lay beliefs about child-oriented food products

    Article • Appetite, January 2025, Elsevier

    Prof Dr Gunnar Mau

  7. Theory-Based Behavioral Indicators for Children’s Purchasing Self-Control in a Computer-Based Simulated Supermarket

    Article • European Journal of Psychological Assessment, July 2023, Hogrefe Publishing Group

    Prof Dr Gunnar Mau

  8. Multisensory in Stationary Retail

    Article • January 2023, Springer Science + Business Media

    Prof Dr Gunnar Mau

  9. Synthesis: Mindset – Anchoring Customer Centricity in the Company

    Article • January 2023, Springer Science + Business Media

    Prof Dr Gunnar Mau

  10. Synthesis: Multisensory – Perception with All Senses

    Article • January 2023, Springer Science + Business Media

    Prof Dr Gunnar Mau

  11. Synthesis: Phygital – The Dawn of a New Age of the Senses

    Article • January 2023, Springer Science + Business Media

    Prof Dr Gunnar Mau

  12. Synthesis: Total Store – Thinking and Acting Holistically

    Article • January 2023, Springer Science + Business Media

    Prof Dr Gunnar Mau

  13. The wind of change: Der Wertewandel in der Corona-Krise und dessen Einfluss auf die Attraktivität von regionalen bzw. internationalen Marken

    Article • January 2023, Springer Science + Business Media

    Prof Dr Gunnar Mau

  14. Verbraucherforschung zwischen Empowerment und Verletzlichkeit

    Article • January 2023, Springer Science + Business Media

    Prof Dr Gunnar Mau

  15. Financial Literacy of Adults in Germany FILSA Study Results

    Article • Journal of Risk and Financial Management, October 2022, MDPI AG

    Prof Dr Gunnar Mau

  16. How social media influencer advertise their products to young audiences on YouTube

    Article • European Journal of Marketing, August 2021, Emerald

    Paul Rohde, Prof Dr Gunnar Mau

  17. The In-Store Location of Promotional Displays Alters Shoppers’ Attention and Buying Decisions

    Article • January 2021, Springer Science + Business Media

    Prof Dr Gunnar Mau

  18. Understanding Planning for Unplanned Purchases: Antecedents and Exploitation of In-Store Slack

    Article • Journal of Marketing Behavior, January 2020, Now Publishers

    Prof Dr Gunnar Mau

  19. What helps children resist distracting marketing stimuli? Implementation intentions and restrictions alter food choice

    Article • Appetite, September 2019, Elsevier

    Prof Dr Gunnar Mau

  20. The Impact of Consumer Self-regulation in Grocery Shopping on Subsequent Consumption of Healthy and Unhealthy Food

    Article • January 2019, Springer Science + Business Media

    Prof Dr Gunnar Mau

  21. Wolves in Sheep’s Clothing? Influencer Marketing beyond Endorsements – Deconstructing Persuasive and Questionable Marketing Strategies in Vlogs on YouTube based on Social Influence Heuristics Framework

    Article • SSRN Electronic Journal, January 2019, Elsevier

    Prof Dr Gunnar Mau

  22. Online Adgames: A New Tool for Marketing Communication

    Article • January 2017, Springer Science + Business Media

    Prof Dr Gunnar Mau

  23. The In-store Location of Promotional Displays Can Alter Shoppers’ Attention and Buying Decisions: An Abstract

    Article • January 2017, Springer Science + Business Media

    Prof Dr Gunnar Mau

  24. Understanding the New Online Customer Journey: The Multichannel E-Commerce Framework—An Abstract

    Article • January 2017, Springer Science + Business Media

    Prof Dr Gunnar Mau

  25. How children make purchase decisions: behaviour of the cued processors

    Article • International Journal of Advertising and Marketing to Children, June 2016, Emerald

    Prof Dr Gunnar Mau

  26. An Exploratory Investigation of Multidimensional Customer Contact Sequences - Insights into Customer Behaviour in Multichannel Retailing

    Article • Marketing ZFP, January 2016, Verlag Franz Vahlen GmbH

    Prof Dr Gunnar Mau

  27. Acceptance of vitamin D-fortified products in Germany – A representative consumer survey

    Article • Food Quality and Preference, July 2015, Elsevier

    Prof Dr Gunnar Mau

  28. Beteiligung und Bewertung in sozialen Online-Netzwerken aus der Perspektive des Marketings

    Article • Zeitschrift für Literaturwissenschaft und Linguistik, March 2015, Springer Science + Business Media

    Prof Dr Gunnar Mau

  29. Brand Communication Success in Online Consumption Communities: An Experimental Analysis of the Effects of Communication Style and Brand Pictorial Representation

    Article • Psychology and Marketing, January 2015, Wiley

    Prof Dr Gunnar Mau

  30. Play, Flow and Buy? Influence of Players' Experiences on Consumption-Relevant Behaviour

    Article • Marketing ZFP, January 2015, Verlag Franz Vahlen GmbH

    Prof Dr Gunnar Mau

  31. Differences in mood Behavior on Club Vacations: the Impact of Vacationer’s and Holiday’s Attributes

    Article • October 2014, Springer Science + Business Media

    Prof Dr Gunnar Mau

  32. Consumer Socialization, Buying Decisions, and Consumer Behaviour in Children: Introduction to the Special Issue

    Article • Journal of Consumer Policy, March 2014, Springer Science + Business Media

    Prof Dr Gunnar Mau, Prof. Dr. Lucia A Reisch

  33. Noradrenergic blockade and memory in patients with major depression and healthy participants

    Article • Psychoneuroendocrinology, February 2014, Elsevier

    Prof Dr Gunnar Mau

  34. Who Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?

    Article • Journal of Advertising, April 2013, Taylor & Francis

    Prof Dr Gunnar Mau

  35. Ein deutschsprachiges Inventar kaufbegleitender Emotionen (IKE)

    Article • Marketing ZFP, January 2013, Verlag Franz Vahlen GmbH

    Prof Dr Gunnar Mau

  36. Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook

    Article • January 2013, Springer Science + Business Media

    Prof Dr Gunnar Mau

  37. Warnhinweise auf Lebensmitteln: Wie sinnvoll sind sie für Kinder und Jugendliche?

    Article • Das Gesundheitswesen, March 2012, Thieme Publishing Group

    Prof Dr Gunnar Mau

  38. The Impact of Health Warnings on Children’s Consumption Decisions

    Article • January 2012, Springer Science + Business Media

    Prof Dr Gunnar Mau

  39. A Privacy-Respecting Indoor Localization Approach for Identifying Shopper Paths by Using End-Users Mobile Devices

    Article • April 2011, Institute of Electrical & Electronics Engineers (IEEE)

    Prof Dr Gunnar Mau

  40. Motive und Wirkungen im viralen Marketing

    Article • September 2010, Springer Science + Business Media

    Prof Dr Gunnar Mau

  41. Game Outcome and In-Game Advertising Effects

    Article • January 2010, Springer Science + Business Media

    Prof Dr Gunnar Mau

  42. Die Bedeutung der Emotionen beim Besuch von Online-Shops

    Article • January 2009, Springer Science + Business Media

    Prof Dr Gunnar Mau

  43. Communicating brands playfully: effects of in-game advertising for familiar and unfamiliar brands

    Article • International Journal of Advertising, January 2008, WARC Limited

    Prof Dr Gunnar Mau

  44. HOW PERCEIVED IMAGE OF A SPONSORSHIP EVENT INFLUENCES ON THE BRAND PERCEPTIONS: AN INTERNATIONAL RESEARCH OF THE AMERICA'S CUP AND LOUIS VUITTON

    Article • International Journal of Management Cases, January 2008, GSE Research Limited

    Prof Dr Gunnar Mau

  45. Acceptance of Visual Search Interfaces for the Web – Design and Empirical Evaluation of a Book Search Interface

    Article • January 2005, Springer Science + Business Media

    Prof Dr Gunnar Mau

  46. Motive und Wirkungen im viralen Marketing

    Article • Springer Science + Business Media

    Prof Dr Gunnar Mau

  47. How do marketing-events work? Marketing-events and brand attitudes

    Article • Springer Science + Business Media

    Prof Dr Gunnar Mau