Bernadette Kamleitner

Univ. Prof. DDr. Bernadette Kamleitner serves as Vice Rector for Research and Third Mission at WU Vienna University of Economics and Business. She leads the Institute for Marketing & Consumer Research and has held faculty positions at WU since 2012, following academic appointments at the University of Vienna (Austria) and Queen Mary/Birkbeck (UK). Her research spans Consumer Psychology, Psychological Ownership, Digitalization, and Financial Decision-Making.

• Key Research Areas: Psychological Ownership, Digital Consumer Behavior, Privacy Economics, Mental Accounting, Sustainable Consumption
• Recent Projects: Examining packaging effects on ownership perception (2025), NFTs and digital ownership (2025), interdependent privacy in social networks (2024)

Her 123+ publications focus on ownership theories, sensory marketing, and data privacy. Notable trends in her work include:

• Using scents and visual boundaries to manipulate ownership perception
• Exploring blockchain implications for digital art ownership (2025)
• Investigating cross-cultural privacy differences (2023)

Scientific Recognition:

• Multiple Best Paper Awards (EACR, JCM)
• AMS Teaching Award and WU Vienna's Innovation in Education Prize

She actively collaborates with institutions like QUT (Australia), Virginia Tech (USA), and Cass (UK), and chairs the ethics committee of the Austrian Advertising Council.