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  1. 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

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

    Article • Appetite, September 2019, Elsevier

    Prof Dr Gunnar Mau

  3. 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

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

    Article • Young Consumers Insight and Ideas for Responsible Marketers, June 2016, Emerald

    Prof Dr Gunnar Mau

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

    Article • Food Quality and Preference, July 2015, Elsevier

    Prof Dr Gunnar Mau

  6. 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

  7. 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

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

    Article • Psychoneuroendocrinology, February 2014, Elsevier

    Prof Dr Gunnar Mau

  9. 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

  10. Ein deutschsprachiges Inventar kaufbegleitender Emotionen (IKE)

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

    Prof Dr Gunnar Mau

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

    Article • January 2013, Springer Science + Business Media

    Prof Dr Gunnar Mau

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

    Article • Das Gesundheitswesen, March 2012, Thieme Publishing Group

    Prof Dr Gunnar Mau

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

    Article • January 2012, Springer Science + Business Media

    Prof Dr Gunnar Mau

  14. 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

  15. Motive und Wirkungen im viralen Marketing

    Article • September 2010, Springer Science + Business Media

    Prof Dr Gunnar Mau

  16. Game Outcome and In-Game Advertising Effects

    Article • January 2010, Springer Science + Business Media

    Prof Dr Gunnar Mau

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

    Article • January 2009, Springer Science + Business Media

    Prof Dr Gunnar Mau

  18. 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

  19. 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

  20. 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

  21. Motive und Wirkungen im viralen Marketing

    Article • Springer Science + Business Media

    Prof Dr Gunnar Mau

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

    Article • Springer Science + Business Media

    Prof Dr Gunnar Mau