Publications

Articles in peer-reviewed journals:

Heinzle, P. (2018): Comparative Advertising: Effects of Concreteness and Claim Substantiation through Reactance and Activation on Purchase Intentions, in: Journal of Business Research, Vol. 84, pp. 233-242, together with S. Bambauer-Sachse.

Heinzle, P. (2018): Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response, in: Journal of Retailing and Consumer Services, Vol. 44, pp. 82-90, together with S. Bambauer-Sachse. 

Articles in edited books:

Heinzle, P. (2015): The Role of Anger and Activation in the Context of Consumer Reactions to Comparative Advertising Based on Attribute Versus Price Comparisons (Extended Abstract), in: Ahearne, M., Hughes, D. E. (Eds.): AMA Summer Marketing Educators' Conference: Improving Business Practice Through Marketing Insight, American Marketing Association, pp. A29-A30, together with S. Bambauer-Sachse.

Heinzle, P. (2016): Consumer Reactions to Comparative Advertising: The Role of Product Type and Sensation Seeking – A Structured Abstract, in: Kim, K. K. (Ed.): Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?: Proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference, Springer, pp. 131-136, together with S. Bambauer-Sachse.

Heinzle, P. (2016): The Role of Anger in the Context of Consumer Reactions to Advertising Incongruity, 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. 3-8, together with S. Bambauer-Sachse.

Heinzle, P. (2017): The Role of Activation and Anger in the Context of Consumer Reactions to Different Types of Erotic Advertising: An Extended Abstract, in: Stieler, M. (Ed.): Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference, Springer, pp. 1223-1227, together with S. Bambauer-Sachse.

Heinzle, P. (2017): Consumer reactance after contact with comparative advertising: The role of independent test results and consumers’ predisposition to show state reactance – a structured abstract, in: Rossi, P. (Ed.): Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress, Springer, pp. 1239-1244, together with S. Bambauer-Sachse.

Articles/Abstracts in coference proceedings:

Bambauer-Sachse, S./Heinzle, P. (2015): Consumer Reactions to Comparative Advertising - The Role of  Product Type and Sensation Seeking (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./Heinzle, P. (2015): The Role of Anger in the Context of Consumer Reactions to Advertising Incongruity, 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./Heinzle, P. (2016): The Role of Activation and Anger in the Context of Consumer Reactions to Different Types of Erotic Advertising, 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./Heinzle, P. (2016): Consumer Reactance after Contact with Comparative Advertising - The Role of Independent Test Results and Predisposition to Show State Reactance, 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./Heinzle, P. (2018): Reactance arousal in the context of comparative advertising for goods versus services: The role of claim concreteness and type of product attribute, in: ICORIA 2018 Annual Conference "Brand Communication With Multi Touchpoints" Book of Abstracts, presented at the ICORIA 2018 Annual Conference, Valencia/Spain, 06/18.

Presentations

Defence of the doctoral thesis

May 2019