Carina Thürridl joined Amsterdam Business School as an Assistant Professor of Marketing in July 2019.
Her research is situated in the area of consumer behavior and particularly focuses on novel ways of consumption. One stream of her research explores how marketing can be leveraged to stimulate consumers to consume more mindfully, e.g., by purchasing repurposed instead of brand new products or incorporating zero waste behaviors into their lifestyle. A second stream of her research focuses on crowdfunding behavior and studies how managers of reward-based crowdfunding campaigns can stimulate campaign success.
Prior to joining the University of Amsterdam, she completed her PhD in Marketing at WU Vienna University of Economics in Business. She holds a Master degree in International Economics and Business from the University of Innsbruck.