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Johanna Palcu

Johanna Palcu is an Assistant Professor at the Institute for Marketing Management, WU Vienna.

In September 2018 she obtained her PhD in Psychology from the Applied Social Psychology and Consumer Research Lab, University of Vienna, Austria. Her thesis focused on the influence of nonverbal social Information on consumer behavior.

Her research and teaching interests are focused on bridging research on the basic cognitive processes of information processing (visual attention, implicit information processing, self- regulation) and consumer behavior. In her empirical work, she concentrates on the application of alternative methods for measuring the visual, cognitive and affective processes that underlie consumer behavior such as eyetracking.


Journal article

2022 Palcu, Johanna, Schreier, Martin, Janiszewski, Chris. 2022. Facial mask personalization encourages facial mask wearing in times of COVID-19. Read more
2021 Halkias, Georgios, Florack, Arnd, Diamantopoulos, Adamantios, Palcu, Johanna. 2021. Eyes Wide Shut? Understanding and Managing Consumers' Visual Processing of Country-of-Origin Cues. Read more
2019 Palcu, Johanna, Haasova, Simona, Florack, Arnd. 2019. Advertising models in the act of eating: How the depiction of different eating phases affects consumption desire and behavior. Read more
2017 Palcu, Johanna, Sudkamp, Jennifer, Florack, Arnd. 2017. Judgments at gaze value: Gaze cuing in banner advertisements, its effect on attention allocation and product judgments. Read more
2017 Diamantopoulos, Adamantios, Florack, Arnd, Halkias, Georgios, Palcu, Johanna. 2017. Explicit vs. implicit country stereotypes as predictors of product preferences: Insights from the Stereotype Content Model. Read more
2013 Florack, Arnd, Palcu, Johanna, Friese, Malte. 2013. The moderating role of regulatory focus on the social model ing of food intake. Read more
2013 Florack, Arnd, Keller, Johannes, Palcu, Johanna. 2013. Regulatory focus in economic contexts. Read more