Professur für Business Psychology, Consumer Behavior, Sustainable Consumption
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Univ.-Prof. Magdalena Bekk
Afiliierte Professorin für Business Psychology, Consumer Behavior, Sustainable Consumption
E-Mail: Magdalena.Bekk@hochschule-schaffhausen.ch
Univ.-Prof. Dr. Magdalena Bekk
| Akademischer Werdegang | |
| Seit 2022 | Professorin für Business Psychology and Consumer Behavior, Privatuniversität Schloss Seeburg, Seekirchen/Salzburg, Austria |
| Seit 2022 | Studiengangsleiterin des Doktoratsstudiums Innovation & Creativity Management an der Privatuniversität Schloss Seeburg |
| Seit 2021 | Affiliierte Professorin für Business Psychology, Consumer Behavior, Sustainable Consumption am Hochschulinstitut Schaffhausen, Schweiz |
| 2020-2023 | Affiliated Researcher, Universität zu Köln, Lehrstuhl für Marketing and Brand Management, Wirtschafts- und Sozialwissenschaftliche Fakultät |
| 2019-2022 | Assistenz Professorin für Business Psychology and Consumer Behavior, Privatuniversität Schloss Seeburg, Seekirchen/Salzburg, Austria |
| 2015-2019 | Post-Doc, Universität zu Köln, Lehrstuhl für Marketing and Brand Management, Wirtschafts- und Sozialwissenschaftliche Fakultät |
| 2016-2019 | Lehrbeauftragte für Wirtschaftspsychologie und Methodenlehre an der Privatuniversität Schloss Seeburg, Seekirchen/Salzburg, Austria |
| 2017 | Forschungsaufenthalt an der Massey University, Auckland, New Zealand |
| 2016 | Forschungsaufenthalt an der Massey University, Auckland, New Zealand |
| 2015-2016 | Lehrbeauftragte für nachhaltiges Konsumentenverhalten, Eberhard Karls Universität Tübingen |
| 2011-2015 | Promotion zum Doctor rerum politicarum (summa cum laude), Universität zu Köln, Wirtschafts- und Sozialwissenschaftliche Fakultät |
| 2008-2009 | Auslandsaufenthalt an der University of St Andrews, Schottland, School of Management |
| 2006-2011 | Studium der Psychologie und Statistik, Ludwig-Maximilians-Universität München, Schwerpunkte in: Konsumentenpsychologie und Arbeits- und Organisationspsychologie |
| Auszeichnungen und Stipendien | |
| 2015 | Auszeichnung mit dem Nachwuchsförderpreis Verbraucherforschung 2015 in der Kategorie “Dissertation” durch die Verbraucherzentrale NRW, das Wissenschaftsministerium (MIWF) und das Verbraucherschutzministerium (MKULNV) des Landes Nordrhein-Westfalen |
| 2012 | Nominierung für den Best Paper Award based on a Doctoral Dissertation der Annual Conference der European Marketing Academy (EMAC) für den Aufsatz “A place like me: Holiday destination-holiday maker personality fit predicts satisfaction with tourist destination and recommendation” |
| 2011-2014 | Promotionsstipendium, Universität zu Köln, Cologne Graduate School in Management, Economics, and Social Sciences, Wirtschafts- und Sozialwissenschaftliche Fakultät |
Publikationen der Professur
Bekk, M., Eppmann, R., Klein, K., & Völckner, F. (2022). All that glitters is not gold: An investigation into the undesired effects of gamification and how to mitigate them through gamification design. International Journal of Research in Marketing, available online 30 March 2022. https://doi.org/10.1016/j.ijresmar.2022.03.002 [Impact Factor 2020: 4.51; VHB-JQ3: A]
Bekk, M., Spörrle, M., Völckner, F., Spieß, E., & Woschée, R. (2017). What is not beautiful should match: How attractiveness similarity affects consumer responses to advertising. Marketing Letters, 28(4), 509–522. https://doi.org/10.1007/s11002-017-9428-3 [SSCI-IF 2020: 2.08; VHB-JQ3: B]
Bekk, M., Spörrle, M., Hedjasie, R., & Kerschreiter, R. (2016). Greening the competitive advantage: Antecedents and consequences of green brand equity. Quality and Quantity, 50, 1727–1746. https://doi.org/10.1007/s11135-015-0232-y [SSCI-IF 2020: 1.07]
Eppmann, R., Bekk, M., & Klein, K. (2018). Gameful experience in gamification: Construction and validation of a Gameful Experience Scale [GAMEX]. Journal of Interactive Marketing, 43(August), 98–115. https://doi.org/10.1016/j.intmar.2018.03.002 [SSCI-IF 2020: 6.26; VHB-JQ3: B]
Wittstock-Lang, R., Bekk, M., & Spörrle, M. (2023). I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models. PLOS ONE, 18(2), e0275499. https://doi.org/10.1371/journal.pone.0275499
Bekk, M., Eppmann, R., Klein, K., & Völckner, F. (2022). All that glitters is not gold: An investigation into the undesired effects of gamification and how to mitigate them through gamification design. International Journal of Research in Marketing, 39(4), 1059–1081. https://doi.org/10.1016/j.ijresmar.2022.03.002
Eppmann, R., Bekk, M., Klein, K., & Völckner, F. (2020). Understanding the (negative and positive) effects of gamification for companies. Marketing Science Institute (MSI) Working Paper Series 2020, Report No. 20-114.
Berger, R., Safdar, S., Spieß, E., Bekk, M., & Font, A. (2018). Acculturation of Erasmus students: Using the multidimensional individual difference acculturation model framework. International Journal of Psychology. Advance online publication. doi: 10.1002/ijop.12526 [ISI Impact Factor 2017: 1.87]
Eppmann, R., Bekk, M., & Klein, K. (2018). Gameful experience in gamification: Construction and validation of a Gameful Experience Scale [GAMEX]. Journal of Interactive Marketing, 43(August), 98–115. [Impact Factor 2017: 3.86; VHB-JOURQUAL-Ranking: B; WU Journalranking: A]
Eppmann, R., Klein, K., & Bekk, M. (2018). WTG (Way to Go)! How to take gamification research in Marketing to the next level. Marketing ZFP – Journal of Research and Management, 40(4), 44 – 52. [VHB-JOURQUAL-Ranking: C; WU Journalranking: C]
Mölders, S., Brosi, P., Bekk, M., Spörrle, M., & Welpe, I. M. (2018). Support for quotas for women in leadership: The influence of gender stereotypes. Human Resource Management, 57(4), 869–882. [ISI Impact Factor 2016: 1.82; VHB-JOURQUAL-Ranking: B; WU Journalranking: A]
Bekk, M., Spörrle, M., Landes, M., & Moser, K. (2017). Traits grow important with increasing age: Customer age, brand personality and loyalty. Journal of Business Economics, 87(4), 511-531. doi:10.1007/s11573-016-0834-4 [VHB-JOURQUAL-Ranking: B; WU Journalranking: B]
Bekk, M., Spörrle, M., Völckner, F., Spieß, E., & Woschée, R. (2017). What is not beautiful should match: How attractiveness similarity affects consumer responses to advertising. Marketing Letters, 28(4), 509–522. doi: 10.1007/s11002-017-9428-3 [ISI Impact Factor 2016: 1.82; VHB-JOURQUAL-Ranking: B; WU Journalranking: A]
Bekk, M., Spörrle, M., Hedjasie, R., & Kerschreiter, R. (2016). Greening the competitive advantage: Antecedents and consequences of green brand equity. Quality and Quantity, 50, 1727–1746. doi:10.1007/s11135-015-0232-y [ISI Impact Factor 2015: 0.867]
Bekk, M., Spörrle, M., & Kruse, J. (2016). The benefits of similarity between tourist and destination personality. Journal of Travel Research, 55, 1008–1021. doi: 10.1177/0047287515606813 [ISI Impact Factor 2015: 2.905]
Wolf, F., Bekk, M., Sandner, P., & Welpe, I. M. (2015). Do you like being labled a 60-plus? How retirees develop group identification and evaluate age-related labels. Marketing ZFP – Journal of Research and Management, 37, 79–89. [VHB-JOURQUAL-Ranking 3: C; WU Journalranking: C]
Spörrle, M. & Bekk, M. (2014). Meta-analytic guidelines for evaluating single-item reliabilities of personality instruments. Assessment, 21, 272–285. DOI: 10.1177/1073191113498267 [ISI Impact Factor 2013: 3.286]
Bekk, M. & Spörrle, M. (2010). The influence of perceived personality characteristics on positive attitude towards and suitability of a celebrity as a marketing campaign endorser. The Open Psychology Journal, 3, 54-66. DOI: 10.2174/1874350101003010054
Spörrle, M., Bekk, M., & Felser, G. (2010). Facetten der Kongruenz – Persönlichkeitsbasierte Ähnlichkeit von Marke und Testimonial als Determinanten wahrgenommener Passung und Kaufwahrscheinlichkeit. Marketing ZFP, 32, 180–194. [VHB-JOURQUAL-Ranking 2.1: C; WU Journalranking: C]
Eppmann, R., Bekk, M., Klein, K., & Völckner, F. (2014). Spiel mit mir! Wie Gamification Konsumentenverhalten beeinflussen kann. Kompakt – Marketing-Club Köln/Bonn e.V., 2, 34–35.
Schimansky, A., Oloko, S., & Bekk, M. (2020). Die Bedeutung von Celebrities und Top-Influencern für das moderne Marketing. In A. Schimansky & S. Oloko (Hrsg.), Die Macht der Meinungsführer: Von Celebrities bis zu Influencern (S. 10–42). Frankfurter Allgemeine Buch.
Spörrle, M. & Bekk, M. (2015). Nachhaltiges Konsumentenverhalten. In K. Moser (Hrsg.), Wirtschaftspsychologie (2. Auflage; S. 285–302). Heidelberg: Springer.
Bekk, M. & Spörrle, M. (2013). Die Markenpersönlichkeit: Konzeptionen, Anwendungen und kongruenztheoretische Überlegungen. In E. Spieß (Hrsg.), Konsumentenpsychologie (S. 107–123). München: Oldenbourg Wissenschaftsverlag.
Bekk, M. & Spörrle, M. (2012). Auch in Zukunft nicht nur eine Frage der Person: Persönlichkeitskonzepte im organisationalen Führungskontext. In S. Grote (Hrsg.), Die Zukunft der Führung (S. 453–472). Heidelberg: Springer.
Hinze, T. & Bekk, M. (2020). “Yes You Can” – How to Reduce the Collective Action Problem For Sustainable Consumer Behavior. Conference Proceedings of the Association for Consumer Research (ACR) 2020 Conference, online.
Hinze, T. & Bekk, M. (2020). The Collective Action Problem for Sustainable Consumer Behavior: The Role of Goal Concreteness and Perceived Lack of Self-Efficacy. Conference Proceedings of the 2020 AMA Summer Conference, online.
Hinze, T. & Bekk, M. (2020). The collective action problem for sustainable behavior. Accepted at the 2020 AMA Summer Academic Conference.
Bekk, M., Völckner, F., Melnyk, V., & Spörrle, M. (2019). Does kin care make us better consumers? The effect of the kin care motive on sustainable behavior. Accepted to CBSIG 2019 Conference, Bern, Switzerland.
Hinze, T., Bekk, M., Völckner, F., & Melnyk, V. (2019). How non-profit marketing can use the self-protection motive to induce sustainable behavior. Accepted to the 48th Annual Conference of the European Marketing Academy (EMAC), Hamburg, Germany. [VHB-JOURQUAL-Ranking 3: D]
Steiner, T., Bekk, M., Öhler, T., & Spörrle, M. (2019). Riding on the tailwinds of quality: Product quality as moderator on the effect of brand-consumer congruence on consumers’ recommendation behavior. Accepted to the 48th Annual Conference of the European Marketing Academy (EMAC), Hamburg, Germany. [VHB-JOURQUAL-Ranking 3: D]
Eppmann, R., Bekk, M., Klein, K., & Völckner, F. (2016). Understanding the effects of gamification on product recognition and purchases. Marketing in the age of data – Conference Proceedings of the 45th Annual Conference of the European Marketing Academy (EMAC), Oslo, Norway. [VHB-JOURQUAL-Ranking 2.1: D]
Eppmann, R., Bekk, M., Klein, K., & Völckner, F. (2015). Play with me! – How gamification influences customer-based brand equity. Poster session presented at the 43rd Annual Conference of the European Marketing Academy (EMAC), Leuven, Belgium.
Spörrle, M. Bekk, M., & Hohenberger, C. (2014). The implications of Mother Nature: Experimentally induced gender brand personality predicts green brand image. Advances in Consumer Research, 42, 811.
Bekk, M., Spörrle, M., & Völckner, F. (2013). The neglected triangle of Nespresso, George Clooney, and me: Brand-endorser-consumer (BEC) fit indictors incrementally predict consumer attitudes and behavioural intentions. In Lost in translation – Marketing in an interconnected world, Conference Proceedings of the 42nd Annual Conference of the European Marketing Academy (EMAC), Istanbul, Turkey. [VHB-JOURQUAL-Ranking 2.1: D]
Bekk, M., Kruse, J., Nowakowski, N., & Spörrle, M. (2012). A place like me: Holiday destination-holiday maker personality fit predicts satisfaction with tourist destination and recommendation. In Marketing to Citizens – Going Beyond Customers and Consumers, Conference Proceedings of the 41st Annual Conference of the European Marketing Academy (EMAC), Lisbon, Portugal. [Nominated for the Best Paper Award; VHB-JOURQUAL-Ranking 2.1: D]
Berger, R., Bekk, M., & Spieß, E. (2011). Replication of the Multidimensional Individual Difference Acculturation (MIDA) Model in a short-term acculturation process as experienced by exchange student. In Proceedings of the Conference of the European Association of Work and Organizational Psychology (EAWOP), Maastricht, Netherlands.
Hedjasie, R., Bekk, M., & Spörrle, M. (2011). Yes, the brand is green, but why should it matter? – Extending the process model of green brand equity to consumer attitudes and word-of-mouth. In M. Reimann & O. Schilke (Hrsg.), 2011 NeuroPsychoEconomics Conference Proceedings (S. 48). Munich: Association for NeuroPsychoEconmics.
Hohenberger, C., Bekk, M., & Spörrle, M. (2011). Mother earth is calling! Gender dimensions of brand personality as incrementally predictive indicators of green brand image and the moderating influence of green value orientation. In M. Reimann & O. Schilke (Hrsg.), 2011 NeuroPsychoEconomics Conference Proceedings (S. 49). Munich: Association for NeuroPsychoEconmics.
Bekk, M., Spieß, E., & Stroppa, C. (2010). Der Einfluss von gesundheitsbezogenen und kulturellen Variablen auf den Anpassungsprozess bei Austauschstudierenden. In F. Petermann & U. Koglin (Hrsg.), 47. Kongress der Deutschen Gesellschaft für Psychologie (S. 189). Lengerich: Pabst Science Publishers.
Nagy, A., Bekk, M., Spörrle, M., & Felser, G. (2010). Die wahrgenommene Persönlichkeit des Testimonials als inkrementell valider Indikator konsumrelevanter Bewertungen – Die Entwicklung einer Skala. In F. Petermann & U. Koglin (Hrsg.), 47. Kongress der Deutschen Gesellschaft für Psychologie (S. 495). Lengerich: Pabst Science Publishers.
Spörrle, M., Bekk, M., Kerschreiter, R., Michl, T., & Hofstede, G. (2010). Mein Unternehmen hat meine Persönlichkeit – Der inkrementelle Beitrag der Persönlichkeitspassung von Mitarbeitenden und Unternehmen zur Vorhersage von Arbeitszufriedenheit und affektivem Commitment. In F. Petermann & U. Koglin (Hrsg.), 47. Kongress der Deutschen Gesellschaft für Psychologie (S. 455). Lengerich: Pabst Science Publishers.
Bekk, M., Skatulla, V., Pösl, M., Natter, M., & Spörrle, M. (2009, July). Brand personality and its influence on brand loyalty – Do sophisticated brands have more brand loyal customers? Poster session presented at the 11th European Congress of Psychology, Oslo, Norway.
Bekk, M., Spörrle, M., & Felser, G. (2009). Match me, if you can – Zum Einfluss von persönlichkeitsbasierter Ähnlichkeit zwischen Marke und Testimonial auf die wahrgenommene Passung und die Kaufwahrscheinlichkeit [Abstract]. In A. B. Eder, K. Rothermund, S. R. Schweinberger, M. C. Steffens & H. Wiese (Hrsg.), 51. Tagung experimentell arbeitender Psycholog:innen in Jena (S. 145). Lengerich: Pabst Science Publishers.
Bekk, M., Spörrle, M., & Felser, G. (2009, July). Match them, if you can! The similarity between brand personality and endorser personality as determinant of perceived fit and purchase intentions. Paper presented at the 11th European Congress of Psychology, Oslo, Norway.
Skatulla, V., Bekk, M., & Spörrle, M. (2009). Gutes Image, hohe Loyalität? Zum Einfluss der Markenpersönlichkeit auf Markenloyalität [Abstract]. In A. B. Eder, K. Rothermund, S. R. Schweinberger, M. C. Steffens & H. Wiese (Hrsg.), 51. Tagung experimentell arbeitender Psycholog:innen in Jena (S. 144). Lengerich: Pabst Science Publishers.
Bekk, M., Baumert, A., & Spörrle, M. (2008). The positive impact of irrational beliefs? A mutual connection with justice sensitivity [Abstract]. International Journal of Psychology, 43(3/4), 128.
Strobel, M., Bekk, M., Fischer, J., Spörrle, M., & Försterling, F. (2008). Development of the Multidimensional Scale of Irrational Beliefs [Abstract]. International Journal of Psychology, 43(3/4), 161.
Strobel, M., Bekk, M., & Spörrle, M. (2008). Criterion validity of the Multidimensional Scale of Irrational Beliefs with respect to anxiety, depression and life satisfaction [Abstract]. International Journal of Psychology, 43(3/4), 336.
Tumasjan, A., Bekk, M., Klaas, H. S., & Spörrle, M. (2008). Gender roles and implicit causality [Abstract]. International Journal of Psychology, 43(3/4), 521.