DE / EN

Dr. Elisa Konya-Baumbach

Assistant Professor

Dr. Elisa Konya-Baumbach

E-mail: konya-baumbach(at)bwl.uni-mannheim.de
Phone: +49 621 181- 2371
Fax: +49 621 181- 2398

Address:
L 5, 1 - room 0.06
68131 Mannheim

Consultation Hours:
Please send an email to make an appointment.


Elisa Konya-Baumbach studied Psychology at the University of Vienna with a concentration in Economic Psychology. Her diploma thesis “The zero-price effect: Its relation to price affect and price-quality inferences regarding low- and high-priced products” focused on the emotional perception of discount prices and the resulting consumer inferences. During her studies, she gathered practical experience in a nonprofit organization as well as in human resources in the clothing and insurrance industry. In addition, she worked as a student assistant at the University of Vienna at the Department of Work, Organizational, and Economic Psychology.

From April 2012 to April 2016, Elisa Konya-Baumbach worked as a research and teaching assistant and doctoral student at Professor Kuester's chair of Marketing & Innovation. From September to December 2014, she visited the Stern School of Business at New York University, USA, for a research stay. Elisa Konya-Baumbach successfully finalized her dissertation project “The Launch of E-Innovations: An Analysis of Go-To-Market Strategies and the Consumer Adoption Decision-Making Process” with “summa cum laude” in March 2016. Her doctoral thesis has been awarded prizes by the Marketing Foundation of the University of Mannheim as well as by Suedwestmetall.

Since May 2016, Elisa Konya-Baumbach is an Assistant Professor at Professor Kuester's chair of Marketing & Innovation. From August to December 2017, she visited the S. C. Johnson School of Management at Cornell University, USA, for a research stay.

Elisa Konya-Baumbach's research focuses on consumer psychology and behavior, marketing of digital innovations, and international marketing. She is particularly interested in consumer decision making and digital innovation adoption.


    Publications

  • Peer-reviewed Journals

    • Konya-Baumbach, Elisa, Monika C. Schuhmacher, Sabine Kuester, and Victoria Kuharev (forthcoming 2019), “Making a First Impression as a Start-up: Strategies to Overcome Low Initial Trust Perceptions in Digital Innovation Adoption,” International Journal of Research in Marketing, 36(3), n/a. DOI: https://doi.org/10.1016/j.ijresmar.2019.01.008
    • Kuester, Sabine, Elisa Konya-Baumbach, and Monika C. Schuhmacher (2018), “Get the Show on the Road: Go-To-Market Strategies for E-Innovations of Start-Ups,” Journal of Business Research, 83, 65-81. DOI: http://dx.doi.org/10.1016/j.jbusres.2017.09.037
    • Baumbach, Elisa (2016), “The Zero-Price Effect in a Multicomponent Product Context,” International Journal of Research in Marketing, 33 (3), 689-694. DOI: https://doi.org/10.1016/j.ijresmar.2016.01.009
    • Feurer, Sven, Elisa Baumbach, and Arch G. Woodside (2016), “Applying Configurational Theory to Build a Typology of Ethnocentric Consumers,” International Marketing Review, 33 (3), 351-375. https://doi.org/10.1108/IMR-03-2014-0075
  • Working Papers

    • Kuester, S., Konya-Baumbach, E. and Rilling, T. (2015). Voraussetzungen und Auswirkung der Intensität von Marketingallianzen. IMU Research Insights, 033. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
    • Kuester, S., Konya-Baumbach, E. and Schuhmacher, M. C. (2014). Markteinführungsstrategien für informations- und kommunikationstechnologiebasierte Dienstleistungsinnovationen. IMU Research Insights, 025. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
  • Conference preceedings

    • Konya-Baumbach, Elisa, and Mathew S. Isaac (2019), “The Modest Marketer: When Skeptical Consumers Infer Products To Be Longer-Lasting Than Marketers Claim,” Proceedings of the European Marketing Academy Conference 2019, Hamburg, DE (May 28-31).
    • Konya-Baumbach, E., Schuhmacher, M. C. and Kuester, S. (2017). Initial trust as an informational feeling for the adoption of digital innovations. In Chandy, R., AMA Winter Marketing Academic Conference 2017 : Better Marketing for a Better World : Orlando, Florida, USA 17-19 February 2017 (S. G-18). AMA Educators' Proceedings, Curran: Red Hook, NY.
    • Konya-Baumbach, E., Viehrig, R. and Kuester, S. (2017). Contagious! On the Role of Emotional Contagion in Innovation Adoption Decisions. Society for Judgment and Decision Making Conference 2017, Vancouver, BC.
    • Konya-Baumbach, E., Viehrig, R. and Kuester, S. (2017). I feel you! How catching on emotions via online customer reviews affects innovation adoption. 46th EMAC Annual Conference, Groningen, Netherlands.
    • Barth, Madeline, and Elisa Konya-Baumbach (2017), “When Words Hurt – Emotional Contagion in a Company’s Facebook Apology,” Advances in Consumer Research, Vol. 45, Association for Consumer Research Conference 2017, San Diego, USA (October 26-29).
    • Konya-Baumbach, Elisa, Monika C. Schuhmacher, and Sabine Kuester (2015), “Go-to-Market-Strategies for e-Innovations: Propositions for Future Research,” Proceedings of the 18th AMS World Marketing Congress, Bari, Italy (July 14-18).
    • Konya-Baumbach, Elisa, Monika C. Schuhmacher, Sabine Kuester, and Markus Hubert (2015), “The Launch of Service Innovations by Start-Ups: An Investigation of (Non-)Adopters”, Proceedings of the 22nd Innovation & Product Development Management Conference, Copenhagen, Denmark (June 14-16).
    • Konya-Baumbach, Elisa, Monika C. Schuhmacher, and Sabine Kuester (2014), “Making the Intangible Tangible: Launch Decisions for Service Innovations,” Proceedings of the American Marketing Association Winter Educators' Conference 2014, Orlando, FL, USA (February 21-23).
    • Konya-Baumbach, Elisa, Monika C. Schuhmacher, and Sabine Kuester (2013), “Launch Tactics for Service Innovations: Review, Synthesis, and Ideas for Future Research,” Poster presented at the 2013 EMAC Conference, Istanbul (June 4-7).