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Ulrike Kaiser

Ulrike Kaiser is Associate Professor at the Institute for Marketing Management, Department of Marketing, WU Vienna. Prior to joining the marketing group, she was an assistant professor at the Institute for Entrepreneurship and Innovation, WU Vienna, where she also completed her doctoral studies. For her doctoral thesis, she has received the Rudolf Sallinger Award 2011 and Stephan Koren Award 2012.

Her research and teaching interests lie at the intersection of consumer behavior, products and brand management, and novel business models. Her recent research focuses on the relationship between consumers and businesses and how the changing role of consumers affects the way products are developed, marketed and consumed. For example, a recent focus was on self-customization and its consequences on both consumers and brands. In one of the current projects she looks at how businesses can leverage new technologies to make work and consumption more meaningful by reducing the alienation between consumers and producers. Other topics of interest are millennials as consumers and the sharing economy. 

Publikationen:

Originalbeitrag in Fachzeitschrift

2021 Fuchs, Christoph, Kaiser, Ulrike, Schreier, Martin, van Osselaer, Stijn M.J. 2021. The value of making producers personal. Journal of Retailing. Mehr erfahren
2017 Kaiser, Ulrike, Schreier, Martin, Janiszewski, Chris. 2017. The Self-Expressive Customization of a Product Can Improve Performance. Journal of Marketing Research (JMR). 54 (5), 816-831. Mehr erfahren
2010 Franke, Nikolaus, Schreier, Martin, Kaiser, Ulrike. 2010. The "I designed it myself" effect in mass customization. Management Science (MS) 56 (1): S. 125-140. Mehr erfahren

Originalbeitrag in Buch (Sammelwerk)

2015 Townsend, Claudia, Kaiser, Ulrike, Schreier, Martin. 2015. User Design Through Self-Customization. In: The Cambridge Handbook of Consumer Psychology, Hrsg. M. Norton, D. Rucker and C. Lamberton, S. 233-254. New York: Cambridge University Press. Mehr erfahren

Vortrag auf wiss. Veranstaltung (begutachtet; z.B. Konferenz, Tagung)

2020 Kaiser, Ulrike, Schreier, Martin, Janiszewski, Chris. 2020. Me, me, me: Customization, Uniqueness, and Entitled Behavior. First Virtual 2020 ACR Conference, Paris, Frankreich, 01.10.-04.10. Mehr erfahren
2019 Kaiser, Ulrike, Schreier, Martin, Christoph, Fuchs, van Osselear, Stijn. 2019. The Signature Effect: How Personizing the Fruits of One¿s Labor Increases Work Motivation and Performance. ACR Academy of Consumer Research North American Conference, Atlanta, Georgia, Vereinigte Staaten/USA, 17.10-20.10. Mehr erfahren
2018 Kaiser, Ulrike, Prandelli, Emanuela. 2018. Can you rent high status? The relationship between luxury and conspicuousness in access-based consumption. 11th European ACR Conference, Ghent, Belgien, 21.06-23.06. Mehr erfahren
2017 Kaiser, Ulrike, Schreier, Martin. 2017. Personizing the fruits of one's labor increases work motivation and performance. Symposium on Alienation and Meaning in Production and Consumption, München, Deutschland, 12.01.-13.01. Mehr erfahren
2016 Kaiser, Ulrike, Schreier, Martin, Janiszewski, Chris. 2016. Customization can improve your performance: The motivational consequences of the self-expressive customization of a product. EMAC European Marketing Academy Conference, Oslo, Norwegen, 24.05.-27.05. Mehr erfahren
2016 Fuchs, Christoph, Schreier, Martin, Kaiser, Ulrike, van Osselaer, Stijn. 2016. Reducing Consumer Alienation: The Effect of Making Product Producers Personal. ACR 2016, Association for Consumer Research Conference, Berlin, Deutschland, 27.10.-30.10. Mehr erfahren
2016 van Osselaer, Stijn, Schreier, Martin, Fuchs, Christoph, Kaiser, Ulrike, Lim, Sarah, Maira, Elisa, Puntoni, Stefano, Goodman, Joseph. 2016. The power of personal. EMAC European Marketing Academy Conference, Oslo, Norwegen, 24.05-27.05. Mehr erfahren
2015 Kaiser, Ulrike, Schreier, Martin, Janiszeweski, Chris. 2015. Customization Can Improve Your Performance: The Motivational Consequences of the Self-expressive Customization of a Product. ACR North American Conference, New Orleans, Vereinigte Staaten/USA, 01.10-04.10. Mehr erfahren
2012 Kaiser, Ulrike, Schreier, Martin, Ofir, Chezy. 2012. Self-customization effects on brand extension. SCP Society of Consumer Psychology Conference, Florenz, Italien, 29.06. - 01.07. Mehr erfahren
2012 Kaiser, Ulrike, Schreier, Martin, Ofir, Chezy. 2012. Self-customization effects on brand extension. EMAC European Marketing Academy Conference, Lissabon, Portugal, 22.05. - 25.05. Mehr erfahren
2012 Kaiser, Ulrike, Schreier, Martin, Ofir, Chezy. 2012. Self-design effects on brand attachment and brand extension. ACR Acadamy of Consumer Research Conference, Vancouver, BC, Kanada, 04.10.-07.10. Mehr erfahren
2008 Kaiser, Ulrike, Schreier, Martin. 2008. Give me power and I'll give you love: exploring consumer brand attachment in mass customization. EMAC 2008 Conference, Brighton, Großbritannien, 27.05.-30.05. Mehr erfahren
2008 Kaiser, Ulrike, Schreier, Martin. 2008. Give me power and I’ll give you love: Exploring consumer company attachment in mass customization. American Marketing Association (AMA) Summer Marketing Educators' Conference, San Diego, Vereinigte Staaten/USA, 08.08.-11.08. Mehr erfahren
2008 Kaiser, Ulrike, Schreier, Martin. 2008. Give me power and I’ll give you love: Exploring consumer company attachment in mass customization. HBS-MIT User and Open Innovation Workshop, Boston (MA), Vereinigte Staaten/USA, 04.08.-06.08. Mehr erfahren
2007 Kaiser, Ulrike, Schreier, Martin. 2007. Give me power and I'll give you love: Exploring consumer brand attachment in mass customization. MCPC 2007 - World Conference on Mass Customization & Personalization, Boston MA, Vereinigte Staaten/USA, 07.10.-10.10. Mehr erfahren
2007 Kaiser, Ulrike, Schreier, Martin. 2007. The impact of self-design on brand attachment: an empirical exploration of toolkit-users. 5th International Workshop on User Innovation, Copenhagen, Dänemark, 27.06.-28.06. Mehr erfahren

Comics:

The MAK project:

Over a four months period we ran a research lab in the Austrian Museum of Applied Arts (MAK). The lab was part of the exhibition “handiCRAFT – Traditional Skills in the Digital Age” (14.12.16 – 9.4.17).  Museum visitors were assigned the role of either producer or consumer and completed small tasks or questionnaires from their assigned perspective. Research questions were constantly adapted and extended during the course of the exhibition. With the help of museum visitors, we tried to generate a comprehensive picture of the role played by people along the entire value creation chain. This research method – in which museum visitors participated in a constantly evolving experiment – was itself an experiment.

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