TY  - CONF
T1  - Creating Brand Impressions Through Package Design
Y1  - 2015
A1  - Orth,Ulrich
A1  - Malkewitz,Keven
KW  - Marketing
U2  - b
U4  - 267787909120
ID  - 267787909120
ER  - 

TY  - JOUR
T1  - Advancing the aesthetic middle principle: trade-offs in design attractiveness and strength
Y1  - 2014
A1  - Giese,Joan
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
A1  - Henderson,Pam
KW  - Marketing
U2  - a
U4  - 257902755840
ID  - 257902755840
ER  - 

TY  - JOUR
T1  - The accuracy of design-based judgments: A constructivist approach
JF  - Journal of Retailing
Y1  - 2012
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
KW  - Marketing
KW  - MBA
U2  - a
U4  - 216838387712
ID  - 216838387712
ER  - 

TY  - JOUR
T1  - The accuracy of design-based judgments: A constructivist approach
JF  - Journal of Retailing
Y1  - 2012
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
KW  - Marketing
U2  - a
U4  - 216838387712
ID  - 216838387712
ER  - 

TY  - JOUR
T1  - The Accuracy of Design-Based Judgments: A Constructivist Approach,
Y1  - 2012
A1  - Orth,Ulrich
A1  - Malkewitz,Keven
KW  - Marketing
U2  - a
U4  - 257902757888
ID  - 257902757888
ER  - 

TY  - JOUR
T1  - Interior Design and Store Personality
Y1  - 2012
A1  - Orth,Ulrich
A1  - Heinrich,Frauke
A1  - Malkewitz,Keven
KW  - Marketing
U2  - a
U4  - 257902759936
ID  - 257902759936
ER  - 

TY  - JOUR
T1  - Servicescape interior design and consumers' personality impressions
JF  - Journal of Services Marketing
Y1  - 2012
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
A1  - Heinrich,Frauke
KW  - Marketing
KW  - MBA
U2  - a
U4  - 216839055360
ID  - 216839055360
ER  - 

TY  - JOUR
T1  - Servicescape interior design and consumers' personality impressions
JF  - Journal of Services Marketing
Y1  - 2012
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
A1  - Heinrich,Frauke
KW  - Marketing
U2  - a
U4  - 216839055360
ID  - 216839055360
ER  - 

TY  - JOUR
T1  - Formation of Consumer Price Expectation Based on Package Design: Attractive and Quality Routes
Y1  - 2010
A1  - Orth,Ulrich
A1  - Campana,Daniela
A1  - Malkewitz,Keven
KW  - Marketing
U2  - a
U4  - 257902761984
ID  - 257902761984
ER  - 

TY  - JOUR
T1  - Formation of consumer price expectation based on package design: attractive and quality routes
JF  - Journal of Marketing Theory and Practice
Y1  - 2010
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
KW  - Marketing
U2  - a
U4  - 216838086656
ID  - 216838086656
ER  - 

TY  - JOUR
T1  - Formation of consumer price expectation based on package design: attractive and quality routes
JF  - Journal of Marketing Theory and Practice
Y1  - 2010
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
KW  - Marketing
KW  - MBA
U2  - a
U4  - 216838086656
ID  - 216838086656
ER  - 

TY  - JOUR
T1  - Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising
JF  - Journal of Current Issues and Research in Advertising
Y1  - 2010
A1  - Orth,Ulrich
A1  - Malkewitz,Keven
A1  - Bee,Colleen
KW  - Marketing
AB  - This research sheds insight on how consumer gender and personality produce different levels of mixed emotions in response to advertising resulting in divergent brand attitudes. Using a more complete measure of emotional response than previously used in advertising research, we manipulate the perceived incongruity between advertisement role portrayals and viewers’ self concept and show that women exhibit higher levels of mixed emotions than do men, but they respond with more favorable attitudes toward the advertised brand. Further, individuals who are more neurotic, introvert, or antagonistic experience higher levels of mixed emotions, and respond with less favorable attitudes when experiencing ad-evoked mixed emotions. Implications focus on advancing mixed emotions, gender, and personality research, and on the use of sex role portrayals in advertising.
VL  - 32
CP  - 1
U2  - a
U4  - 33587675137
ID  - 33587675137
ER  - 

TY  - JOUR
T1  - Gender and Personality Drivers of Consumer Mixed Emotional Response to Advertising
Y1  - 2010
A1  - Orth,Ulrich
A1  - Malkewitz,Keven
A1  - Bee,Colleen
KW  - Marketing
U2  - a
U4  - 257902766080
ID  - 257902766080
ER  - 

TY  - JOUR
T1  - Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising
JF  - Journal of Current Issues and Research in Advertising
Y1  - 2010
A1  - Orth,Ulrich
A1  - Malkewitz,Keven
A1  - Bee,Colleen
KW  - Marketing
KW  - MBA
AB  - This research sheds insight on how consumer gender and personality produce different levels of mixed emotions in response to advertising resulting in divergent brand attitudes. Using a more complete measure of emotional response than previously used in advertising research, we manipulate the perceived incongruity between advertisement role portrayals and viewers’ self concept and show that women exhibit higher levels of mixed emotions than do men, but they respond with more favorable attitudes toward the advertised brand. Further, individuals who are more neurotic, introvert, or antagonistic experience higher levels of mixed emotions, and respond with less favorable attitudes when experiencing ad-evoked mixed emotions. Implications focus on advancing mixed emotions, gender, and personality research, and on the use of sex role portrayals in advertising.
VL  - 32
CP  - 1
U2  - a
U4  - 33587675137
ID  - 33587675137
ER  - 

TY  - HEAR
T1  - Directing Consumer Price Expectation through Package Design
Y1  - 2008
A1  - Orth,Ulrich
A1  - Malkewitz,Keven
KW  - Marketing
JA  - 4th Annual Wine Business Research Conference
U2  - c
U4  - 267791058944
ID  - 267791058944
ER  - 

TY  - JOUR
T1  - Holistic package design and consumer brand impressions
JF  - Journal of Marketing
Y1  - 2008
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
KW  - Marketing
KW  - MBA
U2  - a
U4  - 216837691392
ID  - 216837691392
ER  - 

TY  - JOUR
T1  - Holistic Package Design and Consumer Brand Impressions
Y1  - 2008
A1  - Orth,Ulrich
A1  - Malkewitz,Keven
KW  - Marketing
U2  - a
U4  - 257902768128
ID  - 257902768128
ER  - 

TY  - JOUR
T1  - Holistic package design and consumer brand impressions
JF  - Journal of Marketing
Y1  - 2008
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
KW  - Marketing
U2  - a
U4  - 216837691392
ID  - 216837691392
ER  - 

TY  - JOUR
T1  - Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe
JF  - European Journal of Marketing
Y1  - 2007
A1  - Orth,Ulrich
A1  - Koenig,Hal
A1  - Firbasova,Zuzana
KW  - Marketing
AB  - This study examines consumer response to positively versus negatively framed advertisements in four Central European countries. Different emotional, cognitive and attitudinal reactions to advertisements for food products were found with respondents in Croatia, the Czech Republic, Hungary and Poland. Testing a comprehensive structural equation model separately for each country revealed differences as well as similarities in how positively and negatively framed advertisements elicited the emotional dimensions downbeat, pleased and attentive, and affected consumer cognitions and attitudes. Across countries, the intertwined roles of emotions and cognitions in affecting consumer attitudinal response were generally confirmed, suggesting cross-cultural robustness of the underlying framework.
VL  - 41
CP  - 3/4
U2  - a
U4  - 647577600
ID  - 647577600
ER  - 

TY  - HEAR
T1  - Why Consumers (Do Not) Buy Â鶹´«Ã½¸ßÇå Wine
Y1  - 2004
A1  - Orth,Ulrich
KW  - Marketing
JA  - OSU Grapevine Research Days
CY  - Corvallis, OR
U2  - c
U4  - 2459871233
ID  - 2459871233
ER  - 

TY  - HEAR
T1  - Measuring Buyer Response to Â鶹´«Ã½¸ßÇå Wine Branding Messages
Y1  - 2003
A1  - Orth,Ulrich
KW  - Marketing
JA  - Presentation to Â鶹´«Ã½¸ßÇå Wine Advisory Board, Promotions Committee
CY  - Salem, Â鶹´«Ã½¸ßÇå
U2  - c
U4  - 2459944961
ID  - 2459944961
ER  - 

TY  - HEAR
T1  - Wines and Lifestyles
Y1  - 2003
A1  - Orth,Ulrich
KW  - Marketing
JA  - Presentation to Â鶹´«Ã½¸ßÇå Wine Advisory Board
CY  - Salem, OR
U2  - c
U4  - 2459963393
ID  - 2459963393
ER  - 

TY  - HEAR
T1  - Advantageously Positioning Â鶹´«Ã½¸ßÇå Wine
Y1  - 2002
A1  - Orth,Ulrich
KW  - Marketing
JA  - Presentation to Â鶹´«Ã½¸ßÇå Wine Advisory Board, Research Committee
CY  - Corvallis, OR
U2  - c
U4  - 2460063745
ID  - 2460063745
ER  - 

TY  - HEAR
T1  - Craft Brews: Consumer Preferences and Psychographics
Y1  - 2002
A1  - Orth,Ulrich
KW  - Marketing
JA  - Presentation to Widmer Borthers Brewing Co.
CY  - Portland, OR
U2  - c
U4  - 2460000257
ID  - 2460000257
ER  - 

TY  - HEAR
T1  - Designing a meaningful symbol for “Â鶹´«Ã½¸ßÇå” Wine
Y1  - 2002
A1  - Orth,Ulrich
KW  - Marketing
JA  - Presentation to the Â鶹´«Ã½¸ßÇå Wine Advisory Board, Promotions Committee
CY  - Portland, OR
U2  - c
U4  - 2460055553
ID  - 2460055553
ER  - 

TY  - HEAR
T1  - Â鶹´«Ã½¸ßÇå Agriculture’s Image
Y1  - 2002
A1  - Orth,Ulrich
KW  - Marketing
JA  - Presentation to the Agribusiness Council of Â鶹´«Ã½¸ßÇå
CY  - Carlton, OR
U2  - c
U4  - 2460035073
ID  - 2460035073
ER  - 

TY  - HEAR
T1  - The communicators’ role in promoting organically grown products
Y1  - 2001
A1  - Orth,Ulrich
KW  - Marketing
JA  - Presentation to Kassel University, Dept. of Agriculture, International Development and Organic Production
CY  - Witzenhausen/Germany
U2  - c
U4  - 2462199809
ID  - 2462199809
ER  - 

TY  - HEAR
T1  - Contemporary Marketing Research
Y1  - 2001
A1  - Orth,Ulrich
KW  - Marketing
JA  - Presentation to Â鶹´«Ã½¸ßÇå Association of Nurserymen / Marketing Committee
CY  - Aurora, OR
U2  - c
U4  - 2460088321
ID  - 2460088321
ER  - 

TY  - HEAR
T1  - Psychographic Segmentation of Visitors to Southern Moravia.
Y1  - 2001
A1  - Orth,Ulrich
KW  - Marketing
JA  - International Conference “Region - Services - Travel Industry”
CY  - Ostrava/ Czech Republic
U2  - c
U4  - 2462220289
ID  - 2462220289
ER  -