I am an Assistant Professor of Marketing and Consumer Psychology at the University of Amsterdam. My research interest is to find out how consumers react to new technologies such as humanoid (robots), intelligent products and how such innovations might change consumer behavior. More precisely, I am curious to find out how we can use these innovations to improve consumer behavior (health behavior, financial behavior etc.).  Aside of that, I am fascinated about the role of sleep in consumer decisions, and look at what role language plays in marketing communication.

Published work and work under review:

Andrea Weihrauch, Szu-Chi Huang (2017): “When Humans Feel Like Machines: The Impact of Mechanistic Dehumanization on Food Consumption” - under review at Journal of Consumer Research

Frank Huber, Frederik Meyer, Johannes Vogel, Andrea Weihrauch, Julia Zimmermann (2012): “Endorser Age and Stereotypes: Consequences on Brand Age”, Journal of Business Research, 66 (2), 207–215 – based on M.Sc. thesis.

Selected work in progress:

Andrea Weihrauch, Siegfried Dewitte: “The Present is not the Present: How Processing the Present Progressive Brings Consumer Closer to the Future”

Andrea Weihrauch, Siegfried Dewitte, Anirban Mukhopadhyay “A Bad Night of Sleep, a Good Day for Indulgence? The Role of Sleep Lay Beliefs in Consumer Self-Control”

Michelle van Gils, Andrea Weihrauch, Derek Rucker: “Power and Word-of-Mouth”

Daniella, Kupor, Szu-Chi Huang, Michal Maimaran, Andrea Weihrauch: “Changing Associations to Improve Children’s Drinking Behaviour” (in co-operation with UNICEF)

Think Forward Initiative: http://www.thinkforwardinitiative.com/

The Think Forward Initiative is a multi-year movement bringing together a range of experts and research to find out how and why we make financial choices. The lessons learned will be a springboard for action to help consumers.

• CV Andrea Weihrauch

• Akademie Wiesbaden ev (Duitsland)
  Docent