@conference {1984506,
	title = {Creating Brand Impressions Through Package Design},
	year = {2015},
	month = {2015},
	pages = {259--259},
	keywords = {Marketing},
	author = {Orth,Ulrich and Malkewitz,Keven}
}
@article {1973031,
	title = {Advancing the aesthetic middle principle: trade-offs in design attractiveness and strength},
	year = {2014},
	month = {2014},
	keywords = {Marketing},
	author = {Giese,Joan and Malkewitz,Keven and Orth,Ulrich and Henderson,Pam}
}
@article {1972961,
	title = {The accuracy of design-based judgments: A constructivist approach},
	journal = {Journal of Retailing},
	year = {2012},
	month = {2012},
	keywords = {Marketing, MBA},
	author = {Malkewitz,Keven and Orth,Ulrich}
}
@article {1984511,
	title = {The accuracy of design-based judgments: A constructivist approach},
	journal = {Journal of Retailing},
	year = {2012},
	month = {2012},
	keywords = {Marketing},
	author = {Malkewitz,Keven and Orth,Ulrich}
}
@article {1973041,
	title = {The Accuracy of Design-Based Judgments: A Constructivist Approach,},
	year = {2012},
	month = {2012},
	keywords = {Marketing},
	author = {Orth,Ulrich and Malkewitz,Keven}
}
@article {1973036,
	title = {Interior Design and Store Personality},
	year = {2012},
	month = {2012},
	keywords = {Marketing},
	author = {Orth,Ulrich and Heinrich,Frauke and Malkewitz,Keven}
}
@article {1972966,
	title = {Servicescape interior design and consumers{\textquoteright} personality impressions},
	journal = {Journal of Services Marketing},
	year = {2012},
	month = {2012},
	keywords = {Marketing, MBA},
	author = {Malkewitz,Keven and Orth,Ulrich and Heinrich,Frauke}
}
@article {1984516,
	title = {Servicescape interior design and consumers{\textquoteright} personality impressions},
	journal = {Journal of Services Marketing},
	year = {2012},
	month = {2012},
	keywords = {Marketing},
	author = {Malkewitz,Keven and Orth,Ulrich and Heinrich,Frauke}
}
@article {1973051,
	title = {Formation of Consumer Price Expectation Based on Package Design: Attractive and Quality Routes},
	year = {2010},
	month = {2010},
	keywords = {Marketing},
	author = {Orth,Ulrich and Campana,Daniela and Malkewitz,Keven}
}
@article {1984521,
	title = {Formation of consumer price expectation based on package design: attractive and quality routes},
	journal = {Journal of Marketing Theory and Practice},
	year = {2010},
	month = {2010},
	keywords = {Marketing},
	author = {Malkewitz,Keven and Orth,Ulrich}
}
@article {1972971,
	title = {Formation of consumer price expectation based on package design: attractive and quality routes},
	journal = {Journal of Marketing Theory and Practice},
	year = {2010},
	month = {2010},
	keywords = {Marketing, MBA},
	author = {Malkewitz,Keven and Orth,Ulrich}
}
@article {1984321,
	title = {Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising},
	journal = {Journal of Current Issues and Research in Advertising},
	volume = {32},
	year = {2010},
	month = {2010},
	pages = {69-80},
	abstract = {This research sheds insight on how consumer gender and personality produce different levels of mixed emotions in response to advertising resulting in divergent brand attitudes. Using a more complete measure of emotional response than previously used in advertising research, we manipulate the perceived incongruity between advertisement role portrayals and viewers{\textquoteright} self concept and show that women exhibit higher levels of mixed emotions than do men, but they respond with more favorable attitudes toward the advertised brand. Further, individuals who are more neurotic, introvert, or antagonistic experience higher levels of mixed emotions, and respond with less favorable attitudes when experiencing ad-evoked mixed emotions. Implications focus on advancing mixed emotions, gender, and personality research, and on the use of sex role portrayals in advertising.},
	keywords = {Marketing},
	author = {Orth,Ulrich and Malkewitz,Keven and Bee,Colleen}
}
@article {1969061,
	title = {Gender and Personality Drivers of Consumer Mixed Emotional Response to Advertising},
	year = {2010},
	month = {2010},
	keywords = {Marketing},
	author = {Orth,Ulrich and Malkewitz,Keven and Bee,Colleen}
}
@article {1969066,
	title = {Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising},
	journal = {Journal of Current Issues and Research in Advertising},
	volume = {32},
	year = {2010},
	month = {2010},
	pages = {69-80},
	abstract = {This research sheds insight on how consumer gender and personality produce different levels of mixed emotions in response to advertising resulting in divergent brand attitudes. Using a more complete measure of emotional response than previously used in advertising research, we manipulate the perceived incongruity between advertisement role portrayals and viewers{\textquoteright} self concept and show that women exhibit higher levels of mixed emotions than do men, but they respond with more favorable attitudes toward the advertised brand. Further, individuals who are more neurotic, introvert, or antagonistic experience higher levels of mixed emotions, and respond with less favorable attitudes when experiencing ad-evoked mixed emotions. Implications focus on advancing mixed emotions, gender, and personality research, and on the use of sex role portrayals in advertising.},
	keywords = {Marketing, MBA},
	author = {Orth,Ulrich and Malkewitz,Keven and Bee,Colleen}
}
@article {1985216,
	title = {Directing Consumer Price Expectation through Package Design},
	year = {2008},
	month = {2008},
	keywords = {Marketing},
	author = {Orth,Ulrich and Malkewitz,Keven}
}
@article {1972981,
	title = {Holistic package design and consumer brand impressions},
	journal = {Journal of Marketing},
	year = {2008},
	month = {2008},
	keywords = {Marketing, MBA},
	author = {Malkewitz,Keven and Orth,Ulrich}
}
@article {1973076,
	title = {Holistic Package Design and Consumer Brand Impressions},
	year = {2008},
	month = {2008},
	keywords = {Marketing},
	author = {Orth,Ulrich and Malkewitz,Keven}
}
@article {1984531,
	title = {Holistic package design and consumer brand impressions},
	journal = {Journal of Marketing},
	year = {2008},
	month = {2008},
	keywords = {Marketing},
	author = {Malkewitz,Keven and Orth,Ulrich}
}
@article {1972541,
	title = {Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe},
	journal = {European Journal of Marketing},
	volume = {41},
	year = {2007},
	month = {2007},
	abstract = {This study examines consumer response to positively versus negatively framed advertisements in four Central European countries. Different emotional, cognitive and attitudinal reactions to advertisements for food products were found with respondents in Croatia, the Czech Republic, Hungary and Poland. Testing a comprehensive structural equation model separately for each country revealed differences as well as similarities in how positively and negatively framed advertisements elicited the emotional dimensions downbeat, pleased and attentive, and affected consumer cognitions and attitudes. Across countries, the intertwined roles of emotions and cognitions in affecting consumer attitudinal response were generally confirmed, suggesting cross-cultural robustness of the underlying framework.},
	keywords = {Marketing},
	author = {Orth,Ulrich and Koenig,Hal and Firbasova,Zuzana}
}
@article {1982171,
	title = {Why Consumers (Do Not) Buy Oregon Wine},
	year = {2004},
	month = {2004},
	address = {Corvallis, OR},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
@article {1982176,
	title = {Measuring Buyer Response to Oregon Wine Branding Messages},
	year = {2003},
	month = {2003},
	address = {Salem, Oregon},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
@article {1982181,
	title = {Wines and Lifestyles},
	year = {2003},
	month = {2003},
	address = {Salem, OR},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
@article {1982201,
	title = {Advantageously Positioning Oregon Wine},
	year = {2002},
	month = {2002},
	address = {Corvallis, OR},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
@article {1982186,
	title = {Craft Brews: Consumer Preferences and Psychographics},
	year = {2002},
	month = {2002},
	address = {Portland, OR},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
@article {1982196,
	title = {Designing a meaningful symbol for Oregon Wine},
	year = {2002},
	month = {2002},
	address = {Portland, OR},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
@article {1982191,
	title = {Oregon Agriculture{\textquoteright}s Image},
	year = {2002},
	month = {2002},
	address = {Carlton, OR},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
@article {1982211,
	title = {The communicators{\textquoteright} role in promoting organically grown products},
	year = {2001},
	month = {2001},
	address = {Witzenhausen/Germany},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
@article {1982206,
	title = {Contemporary Marketing Research},
	year = {2001},
	month = {2001},
	address = {Aurora, OR},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
@article {1982216,
	title = {Psychographic Segmentation of Visitors to Southern Moravia.},
	year = {2001},
	month = {2001},
	address = {Ostrava/ Czech Republic},
	keywords = {Marketing},
	author = {Orth,Ulrich}
}
