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Do scandals hurt music sales – or do they fuel streams?
Study finds music scandals and boycott calls have little effect on listeners' behavior. But when streaming platforms intervene, the impact is significant.
The downsides of the opt-out solution for organ donations
Baris Pascal Güntürkün studies how different organ donation policies shape donor behavior.
Brand selfies: How brands have the strongest impact on social media
50 million brand images are uploaded on social media each day. But not all brand images are created equal: There are Packshots, Consumer Selfies and Brand Selfies – but which of these work best? That’s what Christina Schamp from WU’s Institute for Digital Marketing & Behavioral Insights tried to find out in her research.
Sadistic entertainment, clan wars, and vigilante policing: Study sheds light on the dark side of online communities
Verbal abuse, insults, threats: Some online communities are notorious for their toxic atmosphere. A study co-authored by a WU researcher has documented the underlying mechanisms – and looked at why people who are peaceful in real life resort to verbal violence in the online world.
Election polls: A plea against polarization
Polling data is the most important currency in the run-up to elections. They can be used to amplify sentiment and to promote or demote candidates. WU Professor Jurgen Willems on the dangers of poll reporting – and how to avoid them.
Always follow your nose: The influence of active smelling on purchase decisions
Does our sense of smell influence our buying behavior? Yes – at least for people with a high “need for smell.” A study carried out at WU (Vienna University of Economics and Business) has shed more light on the role the nose plays when shopping.
Storytelling in corporate newsrooms
The more newsroom structures determine corporate communications, the greater the importance of flexibility, flat hierarchies and individual autonomy, agile project teams, and a trial-and-error culture in the communications department. This is the result of a study by Jens Seiffert-Brockmann (Vienna University of Economics and Business) in cooperation with researchers from the University of Vienna. WU has selected the professor of business communication at the Department of Foreign Language Business Communication and head of the Institute for Communication Management and Media as Researcher of the Month.
Personalizing masks to fight the spread of Covid
One of the most effective strategies in the fight against the pandemic is also one of the cheapest: FFP2 masks are an effective means for curbing the spread of COVID-19. So why are we seeing such a strong anti-mask sentiment in the population? How can people be convinced to wear the much-maligned piece of cloth? Researchers at WU (Vienna University of Economics and Business) have come up with an unconventional suggestion: They recommend personalizing face masks.
Upcycling: How products with a story attract buyers
Turning an old car airbag into a backpack or pieces of truck tarp into shoulder bags – this is called upcycling. A study carried out at WU (Vienna University of Economics and Business) shows that the story behind a product can be an important incentive to buy. The previous identity of a product can make buyers think about the product’s history and create a sense of owning something unique.
Lagerfeld vs. me? Luxury brands and the pitfalls of customization
The fashion industry is increasingly giving a more active role to customers. Many brands make it possible for customers to make their own design choices when it comes to selecting colors, fabrics, and cuts. But does this approach also work for luxury brands? Hermès ties with personalized print patterns or customized Valentino dresses – is this a viable approach for the entire industry? This is the question a team of researchers headed by Martin Schreier and Silke Hieke from WU Vienna’s Institute for Marketing Management set out to answer. The bottom line: Luxury brands should be careful not to take customization too far.