Chair of Marketing and Consumer Behavior

Publications Dr. Helena Schirmacher

Conference Proceedings


    2023
  • Schirmacher, Helena, Ossama Elshiewy, & Yasemin Boztuğ (2023): That's not natural! Consumer response to disconfirmed expectations about ‘natural’ food. Appetite, 180, 106270.
    • 2022
  • Schirmacher, Helena, Ossama Elshiewy, & Yasemin Boztuğ (2022). Naturally disconfirmed: Which and why disconfirmed expectations about ‘natural’ food can backfire, Association for Consumer Research Latin America Conference, Quito, Ecuador.
    • 2021
  • Schirmacher, Helena, Ossama Elshiewy, & Yasemin Boztuğ (2021). That’s not Natural! Consumer Response to Disconfirmed Expectations about Food with "Natural" Claims, Food Reformulation – Regulation and Marketing, Munich, Germany.
  • Schirmacher, Helena, Ossama Elshiewy, & Yasemin Boztuğ (2021). That’s not Natural! Consumer Reactions to Disconfirmed Expectations about ‘Natural’ Food, Proceedings of the 50th European Marketing Academy Conference, Madrid, Spain.