Prof. Dr. Verena Hüttl-Maack holds the Chair of Marketing and Consumer Behavior at the University of Hohenheim's Faculty of Economics and Social Sciences. Her roles include academic leadership, research, and teaching in consumer behavior, brand management, and advertising effectiveness. She has been affiliated with the university since 2012, following her habilitation in 2013. Her research explores areas like curiosity-driven marketing, sustainability perceptions, and multilingual packaging effects. Education: Studied Business Administration at the University of Augsburg and University of Wales (UK). Doctorate (2010): Thesis on brand extensions. Habilitation (2013): University of Hohenheim. Research Interests: Her work focuses on the psychological and behavioral aspects of consumer decision-making, particularly how curiosity, language use, and brand messaging influence evaluations. Key themes include the role of art in advertising, competitive advertising effects, and sustainable consumption behaviors. Publications: Over 50 peer-reviewed articles in journals like Journal of Consumer Psychology , Psychology & Marketing , and International Journal of Advertising . Recent work addresses sustainability perceptions in food marketing and the impact of augmented reality on consumer experiences. Grants & Collaborations: Led projects on short food supply chains, consumer responses to multilingual packaging, and transformative consumer journeys. Collaborates internationally with institutions in Germany, Spain, Greece, and Hungary. Labs/Teams: Active in the Marketing and Consumer Behavior research group at Hohenheim, focusing on experimental design and applied consumer research.










