Eva Marckhgott

Eva Marckhgott is an Assistant Professor at the Institute for Marketing and Consumer Research, Vienna University of Economics and Business (WU Vienna), where she integrates academic research with practical industry applications. Her work focuses on bridging theoretical knowledge with real-world business challenges in consumer markets.

Her educational qualifications include:

• Doctorate in Social Sciences and Economics (WU Vienna)
• Master's in Marketing (WU Vienna)
• Bachelor's in International Business Administration (WU Vienna)

Dr. Marckhgott's research centers on Consumer Behavior with specialized expertise in Sustainable Consumer Behavior, Packaging Psychology, Transparency in Retail, and Promotional Merchandise Effectiveness. She examines how packaging textures influence food naturalness perceptions, the role of psychological ownership in consumption, and sustainable practices in consumer decision-making. Her work consistently emphasizes practical relevance for businesses and policymakers.

Analysis of her 2017-2021 publications reveals a cohesive research trajectory focused on sensory marketing (particularly matte packaging effects), promotional merchandise impacts on brand perception, and sustainable consumption patterns. Her work spans food packaging design, household financial behavior, and advertising evaluation, demonstrating interdisciplinary connections between marketing, psychology, and sustainability.

Her teaching excellence has been recognized through:

• WU Prize for Innovative Teaching (2021)
• Nomination for Ars Docendi State Prize for Excellent Teaching (2022)

Dr. Marckhgott actively incorporates her industry experience from REWE International and Marketmind into pedagogy, emphasizing real-world applications. While specific grant funding isn't documented in available materials, her research-practice integration model suggests strong industry partnerships. No dedicated laboratory facilities or formal research teams are mentioned in current public profiles.