معرفی
Ass.-Prof. Dr. Roland Schroll is an Assistant Professor of Marketing at the University of Innsbruck's Faculty of Business and Management, Department of Management and Marketing. His research focuses on humanization, anthropomorphism, consumer-generated brands, and new product preannouncements, often employing experimental methods. He has published in leading journals like Journal of Consumer Research and Journal of Consumer Psychology, and his work addresses societal challenges such as understanding consumer behavior in digital and AI-driven contexts.
Research Interests:
- Effects of humanization and dehumanization in marketing
- User-generated brands and family business branding
- Uncertainty in new product preannouncements
- AI and algorithmic content creation
Awards and Recognitions:
- MAX KADE Fellow (2018)
- Semi-Finalist ISPIM Dissertation Award (2015)
- University of Innsbruck Research Award (2018)
- Nominations for LehrePlus! and E-Learning-Preis (2012)
Teaching and Grants:
- Courses include Digital Marketing, Pricing Strategies, and Scientific Research
- Recipient of grants totaling over €100K, including MAX KADE Fellowship ($57,500) and University of Innsbruck funding
He leads the Innsbruck Decision Sciences research group and collaborates with the Brand Research Lab and Retail Lab. Practical experience includes roles at Vivaldi Partners, Hilti, and Siemens.
