Assoz.Prof. PD Dr. Baris Pascal Güntürkün
Pascal Güntürkün is Associate Professor at the Department of Marketing at WU Vienna. He received his doctoral degree from the Ruhr-University of Bochum (Germany) and joined WU Vienna as an Assistant Professor (tenure-track) in 2016.
Pascal combines quantitative with behavioral research methods to examine when and why successful relationships between consumers and organizations are formed or disrupted. One of his main lines of research is concerned with the short- and long-term consequences of actively engaging consumers in the (co-)production of goods and services. In his recent work, Pascal is particularly interested in exploring how charitable organizations and policymakers can leverage new marketing interventions and mechanisms to motivate consumers to engage in more prosocial behavior. To demonstrate the impact of his research in practice, he often combines field and lab experiments and collaborates with for and non-profit organizations (e.g., Ikea, Red Cross, SOS Children's Villages).
His work has been published in top-tier academic journals, such as the Journal of Marketing, the International Journal of Research in Marketing, the Journal of Service Research, and the Journal of the Academy of Marketing Science, and received several national and international awards (e.g., best in conference award 2014 Winter AMA; several dissertation awards).
Prosocial consumer behavior
Güntürkün, Pascal, Till Haumann, Laura Marie Edinger-Schons, and Jan Wieseke (forthcoming), "How attributions of coproduction motives shape customer relationships over time," Journal of the Academy of Marketing Science (2023). https://doi.org/10.1007/s11747-022-00910-6 (open access)
Kassemeier, Roland, Till Haumann und Pascal Güntürkün (2022), "Whether, When, and Why Functional Company Characteristics Engender Customer Satisfaction and Customer-Company Identification: The Role of Self-Definitional Needs," International Journal of Research in Marketing, 39(3), 699-723. https://doi.org/10.1016/j.ijresmar.2021.08.002 (open access)
Güntürkün, Pascal, Till Haumann und Sven Mikolon (2021), "Disentangling the Differential Roles of Warmth and Competence in Customer-Service Provider Relationships," Journal of Service Research, 23(4):476-503. https://doi.org/10.1177/1094670520920354 (open access)
Güntürkün, Pascal, Till Haumann, Laura Marie Edinger-Schons (2019), "Moral Capital or Moral Expectations? Disentangling the Role of Prior CSR Engagement in Driving Consumers' Reactions to Corporate Scandals," Proceedings of the AMA Winter Academic Conference, Volume 30, Hrsg. American Marketing Association (AMA), 249-250. Chicago, Illinois. (link)
Haumann, Till, Pascal Güntürkün, Laura Marie Schons und Jan Wieseke (2015), "Engaging Customers in Coproduction Processes: How Value-Enhancing and Intensity-Reducing Communication Strategies Mitigate the Negative Effect of Coproduction Intensity," Journal of Marketing, 79 (November), 17-33. https://doi.org/10.1509/jm.14.0357
For a complete list of publications, please see my profile on PURE
E-Commerce Management & Strategy
Marketing Consulting Project
Business-to-Business (B2B) Marketing
Charity Marketing & Donor Management
Negotiation & Conflict Management
Marketing Study Project
2016: Wissenschaftspreis Dissertation Award Finalist, for excellent scientific work with high relevance to Retail Management and Marketing,EHI Foundation and GS1 Germany
2015: Paul H. Repplinger-Ehrenpreis für herausragende Dissertationen im Bereich Handelsmanagement bzw. –marketing, Gesellschaft der Förderer des Instituts für empirische Wirtschaftsforschung, Universität des Saarlandes.
2015: BÜROPA-Dissertations-Preis zur Förderung der Handelsforschung, BÜROPA-Stiftung im Stifterverband für die Deutsche Wissenschaft e.V Ø
2014: Overall Best Paper Award & Best Paper in Track Award (Special Topics), American Marketing Association, Winter Marketing Educators’ Conference, Orlando, FL, 2014, für den Konferenzbeitrag: “Engaging Customers in Co-Production Processes: How Value Enhancing and Intensity reducing Communication Strategies Mitigate the Negative Effects of Co-Production Intensity”, (mit T. Haumann, J. Wieseke und L.M. Schons).