For best experience please turn on javascript and use a modern browser!
You are using a browser that is no longer supported by Microsoft. Please upgrade your browser. The site may not present itself correctly if you continue browsing.

Dr. A.N. (Andrea) Weihrauch

Faculty of Economics and Business
Section Marketing
Photographer: Ineke Oostveen

Visiting address
  • Plantage Muidergracht 12
  • Room number: M2.25
Postal address
  • Postbus 15953
    1001 NL Amsterdam
  • Short Profile

    Technology (Marketing) for A Better World

    My research is centered around the introduction of (disruptive) innovations to the consumer space. I examine how consumer behavior changes as the lines between humans and machines become blurry and consumers are exposed to technologies such as (humanoid) robots, technological human-enhancement products, artificial intelligence, and virtual/augmented reality.

    Beyond consumer “acceptance”, I examine how to use (disruptive) innovations for consumer well-being and positive societal change. As such, technology ethics, regulations, and privacy-related consumer research make up an important part of my interests, and I focus a lot of my work on vulnerable and/or marginalized consumer groups. 

    When it comes to teaching, I offer "Disruptive Innovation Marketing" as an Elective in the MSc., as well as "Consumer Behavior in the Age of Big Data and Data Analytics" and "Law and Ethics of Technology" (I teach the Ethics part) in the MBA program. I supervise MSc. theses and two PhD students (Myrthe Blösser/Fair AI; Rhea Gho/Deconsumption & Minimalism) and had the honor to be voted EB Teacher of the Year in 2020.        

    Keywords: Consumer Reponses to Technology, Technology Ethics, Consumer Privacy, Vulnerable Consumers (Discrimination, Underserved Consumers/Communities)

    Methods: Experiments, Field studies, Conjoint Analysis

  • Research (updated May 2022)

    Joris Demmers, Andrea Weihrauch, Frauke Mattison-Thompson (2021): “Your Data are (Not) My Data: The Role of Social Value Orientation in Sharing Data About Others.” Journal of Consumer Psychology, early view online version.

    Andrea Weihrauch, Szu-Chi Huang (2020): “Portraying Humans as Machines to Promote Health: Unintended Risks, Mechanisms, and Solutions.” Journal of Marketing, 85 (3), 184-203.

    • Financial Times Nominee - Responsible Business - Best business school academic research published in the past three years that addresses societal challenges, with evidence of positive impact on policy or practice, nominated by Editor of Journal of Marketing.
    • Article in the top 5% of all research outputs scored by Altmetric, among the highest scoring outputs from Journal of Marketing (#18 of 963).

    Daniella Kupor, Szu-Chi Huang, Michal Maimaran, Andrea Weihrauch* (2018): “Leveraging Means–Goal Associations to Boost Children’s Water Consumption: A Four-School Three-Month Field Experiment.” Journal of the Association for Consumer Research, 4 (1), 77-86. * all authors contributed equally

    • Collaboration with UNICEF (Panama).

    Frank Huber, Frederik Meyer, Andrea Weihrauch, Isabelle Weisshaar (2013): “Cherish your Loved Ones – The Role of the Feeling of Care and Security in Advertising.” International Review of Retail, Distribution and Consumer Research, 24 (2), 213-220.

    Frank Huber, Michael Lenzen, Frederik Meyer, Andrea Weihrauch (2013): “Brand Extensions in the Platform Countries of Asia – Effects of Fit, Order of Market Entry and Involvement.” Journal of Brand Management, 20, 424–443.

    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) Media Exposure
  • CV
  • Publications



    • Huang, S-C., Kupor, D., Maimaran, M., & Weihrauch, A. (2019). Leveraging Means–Goal Associations to Boost Children’s Water Consumption: A Four-School Three-Month Field Experiment. Journal of the Association for Consumer Research, 4(1), 77-86. [details]


    • Huber, F., Meyer, F., Weihrauch, A., & Weisshaar, I. (2014). Cherish your loved ones - the role of the feeling of care and security in advertising. International Review of Retail, Distribution and Consumer Research, 24(2), 213-230.


    • Huber, F., Lenzen, M., Meyer, F., & Weihrauch, A. (2013). Brand extensions in the platform countries of Asia-Effects of fit, order of market entry and involvement. Journal of Brand Management, 20(5), 424-443.
    • Huber, F., Meyer, F., Vogel, J., Weihrauch, A., & Hamprecht, J. (2013). Endorser age and stereotypes: Consequences on brand age. Journal of Business Research, 66(2), 207-215.

    Prize / grant

    • Weihrauch, A. (2020). UVA Lecturer of the Year 2020 - Faculty Winner Economics and Business.
    This list of publications is extracted from the UvA-Current Research Information System. Questions? Ask the library or the Pure staff of your faculty / institute. Log in to Pure to edit your publications. Log in to Personal Page Publication Selection tool to manage the visibility of your publications on this list.
  • Ancillary activities
    No ancillary activities