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dr. A.N. (Andrea) Weihrauch

Faculty of Economics and Business
Section Marketing
Photographer: Ineke Oostveen

Visiting address
  • Plantage Muidergracht 12
  • Room number:M2.36
Postal address
  • Postbus 15953
    1001 NL Amsterdam
Contact details
  • Short Profile

    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.

  • Research

    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)

  • Business Collaborations

    Think Forward Initiative:

    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
  • 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.
    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
    • Akademie Wiesbaden ev (Duitsland)