[Translate to English:]
Read out

Pascal Güntürkün

Assist.Prof. Dr. Baris Pascal Güntürkün
Baris Pascal Güntürkün
Assistant Professor

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.

Research Interests

Selected Publications

Teaching (courses in 2019-2020)

Selected Awards