Publications

Articles in peer-reviewed journals:

Massera, L. (2014): Under which mood and deal proneness conditions do price promotions really lead to high purchase intention? (full text), in: Bigné, E. (Ed.): Paradigm Shifts & Interactions, Proceedings of the 43th Annual Conference of the European Marketing Academy, together with S. Bambauer-Sachse.

Massera, L. (2015): Interaction effects of different price claims and contextual factors on consumers' reference price adaptation after exposure to a price promotion, in: Journal of Retailing and Consumer Services, Vol. 27, pp. 63-73, together with S. Bambauer-Sachse.

Massera, L. (2018): Which effects do price promotions have on purchase intentions in post-promotion periods and what role do reductions of consumers' reference price and willingness to pay play in this context?, in: Swiss Journal of Business Research and Practice, Vol. 72, pp. 126-145, together with S. Bambauer-Sachse.

Articles in edited books:

Massera, L. (2013): Reference price reduction through repeated contacts with price promotions – the role of the saving format (Extended Abstract), in: Kubacki, K. (Eds.): Ideas in Marketing: Finding the New and Polishing the Old, Springer, pp. 529-532, together with S. Bambauer-Sachse.

Massera, L. (2016): In Which Conditions Do Price Promotions Have the Most Negative Effects on Product Attitudes? A Structured Abstract, in: Kim, K. K. (Eds.): Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?: Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference, Springer, pp. 777-782, together with S. Bambauer-Sachse.

Massera, L. (2016): Effects of Price Promotions on Consumers’ Reference Prices: The Role of Contextual Factors and Price Claims, in: Petruzzellis, L., Winer, R. S. (Eds.): Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress, Springer, pp. 557-562, together with S. Bambauer-Sachse.

Massera, L. (2017): Which Proportion of Their Reference Price Are Consumers Willing to Pay in Specific Pay-What-You-Want Conditions? An Extended Abstract, in: Stieler, M. (Eds.): Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference, Springer, pp. 643-647, together with S. Bambauer-Sachse.

Massera, L. (2017): Effects of promotion type on future purchase intentions through different types of consumer response: A structured abstract, in: Rossi, P. (Eds.): Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress, Springer, pp. 555-560, together with S. Bambauer-Sachse.

Massera, L. (2018): Short- and Long-Term Consumer Reactions to Promotions: An Abstract (1-page abstract), in: Krey N., Rossi P. (Eds.): Back to the Future: Using Marketing Basics to Provide Customer Value. AMSAC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, pp. 201-202, together with S. Bambauer-Sachse.

Articles/ abstracts in conference proceedings:

Bambauer-Sachse, S./Massera, L. (2013): Reference price reduction through repeated contacts with price promotions – the role of the saving format, in: AMS Conference “Ideas in Marketing: Finding the New and Polishing the Old” Book of Abstracts, presented at the AMS Annual Conference, Monterey/USA, 05/13.

Bambauer-Sachse, S./Massera, L. (2013): Effects of price promotions on consumer’s internal reference prices: the role of mood and need for cognition, presented at the 20th Recent Advances in Retailing and Services Science Conference, Philadelphia/USA, 07/13.

Bambauer-Sachse, S./Massera, L. (2014): Under which mood and deal proneness conditions do price promotions really lead to high purchase intention?, in Paradigm Shifts & Interactions, Proceedings of the 43th EMAC Conference, presented at the 43th EMAC Conference, Valencia/Spain, 06/14.

Bambauer-Sachse, S./Massera, L. (2015): In Which Conditions Do Price Promotions Have the Most Negative Effects on Product Attitudes? (structured abstract), in: AMS Conference “Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing!?” Book of Abstracts, presented at the AMS Annual Conference, Denver/USA, 05/15.

Bambauer-Sachse, S./Massera, L. (2015): Effects of Price Promotions on Consumers’ Reference Prices: The Role of Contextual Factors and Price Claims, in: AMS World Conference “Rediscovering the Essentiality of Marketing” Book of Abstracts, presented at the AMS World Conference, Bari/Italy, 07/15.

Bambauer-Sachse, S./Massera, L. (2016): Which Proportion of Their Reference Price are Consumers Willing to Pay in Specific Pay-What-You-Want Conditions?, in: AMS Annual Conference “Creating Marketing Magic and Innovative Future Marketing Trends” Book of Abstracts, presented at the AMS Annual Conference, Lake Buena Vista/USA, 05/16.

Bambauer-Sachse, S./Massera L. (2016): Effects of Promotion Type on Future Purchase Intentions through Different Types of Consumer Response, in: AMS World Marketing Congress “Marketing at the Confluence between Entertainment and Analytics” Book of Abstracts, presented at the AMS World Marketing Congress, Paris/France, 07/16.

Bambauer-Sachse, S./Massera L. (2017): Short and Long-Term Consumer Reactions to Promotions, in: AMS Annual Conference “Back to the Future: Using Marketing Basics to Provide Customer Value” Book of Abstracts, presented at the AMS Annual Conference, Coronado/USA, 05/17.

Presentations

Defence of the doctoral thesis

April 2018