Dr. C.M. (Carina) Thuerridl
- Plantage Muidergracht 12
- Room number: 2.44
- Postbus 15953
1001 NL Amsterdam
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About
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.
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Publications
2020
- Thuerridl, C., Kamleitner, B., Ruzeviciute, R., Süssenbach, S., & Dickert, S. (2020). From happy consumption to possessive bonds: When positive affect increases psychological ownership for brands. Journal of Business Research, 107, 89-103. https://doi.org/10.1016/j.jbusres.2019.10.019 [details]
2019
- Baum, D., Spann, M., Füller, J., & Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, 289-297. https://doi.org/10.1016/j.jretconser.2018.07.003 [details]
Kamleitner, B., Thürridl, C., & Martin, B. A. S. (2019). A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products. Journal of Marketing, 83(6), 76-92. https://doi.org/10.1177/0022242919872156 [details]
2016
- Thürridl, C., & Kamleitner, B. (2016). What Goes Around Comes Around? Rewards as Strategic Assets in Crowdfunding. California Management Review, 58(2), 88-110. https://doi.org/10.1525/cmr.2016.58.2.88
2014
- Hautz, J., Füller, J., Hutter, K., & Thürridl, C. (2014). Let users generate your video ads? The impact of video source and quality on consumers' perceptions and intended behaviors. Journal of Interactive Marketing, 28(1), 1-15. https://doi.org/10.1016/j.intmar.2013.06.003
Award
- Ruzeviciute, R. & Thuerridl, C. (2020). A Sustainable Future (ASF) Research Grant.
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Ancillary activities
No ancillary activities
Kamleitner, B., Thürridl, C., & Martin, B. A. S. (2019). A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products. Journal of Marketing, 83(6), 76-92.