Antonia Erz

Presentation

Antonia studies consumer behavior in the context of innovation, branding and social media. Some of her projects focus on how consumers respond to marketing stimuli, such as brand names, brand logos and advertising claims, based on current theories from cognitive psychology (e.g., fluency theory). Antonia is also interested in the impact that consumer transformations and new or alternative consumption behaviors have on business and that are shaping and being shaped by societal changes and technological advancements, such as those we can observe on social media. Methodologically, Antonia is pragmatic and uses both quantitative and qualitative methods.

Antonia has initiated the Social Media Research Group at the department whose members investigate social media from different perspectives to foster research collaboration and innovation. She is also part of the Brand Meaning Research Cluster.

From 2012-2015, Antonia held an individual Marie Curie post-doc fellowship, funded by the EU 7th Framework Program. The project investigated experimentally how to compose good brand names for novel products based on theories on information-processing and memory. Antonia received her Ph.D. from the University of St. Gallen, Switzerland. Before entering the scientific world, she worked in PR, sales and marketing in the automotive and software industry.

Primary research areas

• Consumer behavior within the context of innovation, branding and social media
• Information processing, fluency theory
• Consumer transformations, new and alternative consumption behaviors (blogging, sustainable behavior)

Courses

Marketing Research in Innovation Processes (SMC)

Marketing, Creativity, and Innovation (SMC)

The power of (marketing) language: How names, frames, and phrases affect our perceptions, judgements, and decisions (elective)

Consumer Behavior and Market Analysis (HA Psyk)

Supervision

Supervision at Bachelor''s and Master''s level