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Lukas Maier

Lukas Maier is an Assistant Professor at the Institute for Marketing Management, WU Vienna.

In May 2022 he obtained his PhD in Marketing and Innovation from the Friedrich-Alexander-University Erlangen-Nürnberg (Germany). In his dissertation “A Consumer Perspective on Open Innovation,” he focused on the psychological and behavioral consequences of firms’ open innovation activities for consumers. During his PhD program, Lukas was visiting PhD student at the Marketing Department at WU Vienna and at the Marketing and Behavioural Science Division at the Sauder School of Business at University of British Columbia (Canada).

More recently, he is also interested in how to change people’s behaviors for the social good. In particular, he examines how to shift consumers’ attitudes, choices, and behaviors to encourage positive actions such as engaging in sustainable behaviors, charitable giving, and making responsible choices. In his empirical work, he usually combines data from experimental field studies with insights from lab experiments.


Journal article

2024 Maier, Lukas, Baccarella, Christian. 2024. The psychological and behavioral consequences of customer empowerment in new product development: Situational framework, review, and research agenda. Read more
2024 Maier, Lukas, Schreier, Martin, Baccarella, Christian, Voigt, Kai-Ingo. 2024. University Knowledge Inside: How and When University-Industry Collaborations Make New Products More Attractive to Consumers. Read more
2023 Maier, Lukas, Baccarella, Christian, Block, Joern, Wagner, Timm, Voigt, Kai-Ingo. 2023. The Legitimization Effect of Crowdfunding Success: A Consumer Perspective. Read more
2022 Maier, Lukas, Baccarella, Christian, Wagner, Timm, Meinel, Martin , Eismann, Tobias, Voigt, Kai-Ingo. 2022. Saw the Office, Want the Job: The Effect of Creative Workspace Design on Organizational Attractiveness. Read more
2022 Baccarella, Christian, Maier, Lukas, Meinel, Martin, Wagner, Timm, Voigt, Kai-Ingo. 2022. The Effect of Organizational Support for Creativity on Innovation and Market Performance: The Moderating Role of Market Dynamism. Read more
2022 Eismann, Tobias , Pakos, Oscar, Rücker, Marc, Meinel, Martin, Maier, Lukas, Voigt, Kai-Ingo. 2022. Understanding the Mechanisms of Activity-based Workspaces: A Case Study. Read more

Research Comic

University Knowledge Inside: How and When University-Industry Collaborations Make New Products More Attractive to Consumers. Journal of Marketing88 (2), 1-20, 2024 (L. Maier, M. Schreier, C. V. Baccarella, and K.-I. Voigt) (Link)