Pascal Güntürkün received his doctoral degree from the University of Bochum in Germany and joined the Vienna University of Economics and Business as an Assistant Professor of Marketing (tenure-track) in 2016.
His research lies at the intersection of consumer behavior and marketing strategy. Pascal is particularly interested in studying how marketing communications and novel business models influence consumer behavior and shape their relationships with organizations. In his current research projects, he studies the consequences of new business models that more actively integrate customers in the production process, the tension between corporate social responsibility and corporate scandals, and the psychological processes that create strong customer-company relationships. Pascal’s most recent research focuses on how charity organizations can increase prosocial giving and sharing by increasing transparency in donor communications.
In his research, Pascal uses quantitative methods and relies on psychological theories that help to explain behavior on the individual consumer level. He likes to combine field and lab experimental data and collaborate with organizations from the for- and non-profit sector (e.g., IKEA, Red Cross). His work has been published in top-tier academic journals, such as the Journal of Marketing, and received awards at international academic conferences, like the overall best paper award at the 2014 AMA Winter Academic Conference in Orlando, FL. His dissertation received several competitive awards for its contribution to retail marketing research and practice.
Pascal is currently teaching B2B marketing, charity marketing & donor management, and negotiation & conflict management in the MSc in Marketing program, and e-commerce & e-business/digital business models in the BSc program at WU Vienna.
Customer Participation in Coproduction
Corporate Social Responsibility & Corporate Scandals
Charity Marketing & Donor Relations
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, 2015 (with T. Haumann, L.M. Schons, and J. Wieseke).
Moral Capital or Moral Expectations? The Role of Prior CSR Engagement in Driving Consumers Reactions to Corporate Scandals,” In Proceedings of the 2019 AMA Winter Academic Conference, Eds. American Marketing Association. CFR-7. Austin, TX: American Marketing Association. 2019 (with T. Haumann, and L.M. Edinger-Schons)
Differential temporal effects of Customers’ Motive Attributions in Coproduction Contexts. In ANZMAC 2017 Marketing for Impact, Conference Proceedings, Eds. Australian & New Zealand Marketing Academy, p. 38. Melbourne, Australia: Australian and New Zealand Marketing Conference. 2017 (with T. Haumann, L.M. Schons, and J. Wieseke)
How to Evaluate Employer Brands: A Monetary Approach. in: Andresen, Maike and Nowak, Christian (Eds.), Human Resource Management Practices: Assessing Added Value, Springer, Heidelberg, 53-67, 2015 (with T. Haumann and A. Lukasczyk).
Teaching (courses in 2019-2020)
E-Commerce Management & Strategy (BSc)
Introduction to Survey Design (MSc & PhD)
Negotiation & Conflict Management (MSc)
Marketing Study Project (MSc)
B2B Marketing (MSc)
Charity Marketing & Donor Management (MSc)
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 Dissertation Award for Research in Retail Management and Marketing, Society of Sponsors of the Institute for Empirical Economic Research at the University of Saarland.
2014: Overall Best Paper Award & Best Paper in Track Award (Special Topics), American Marketing Association, Winter Marketing Educators’ Conference, Orlando, FL, 2014, for the paper: “Engaging Customers in Co-Production Processes: How Value Enhancing and Intensity reducing Communication Strategies Mitigate the Negative Effects of Co-Production Intensity” (with T. Haumann, J. Wieseke, and L.M. Schons).