Get started
Author

Gunnar Mau

Observed names: G Mau, GUNNAR MAU, Mau, Gunnar, Mau, Gunnar 1975-
Observed institutions: University of Mannheim, Aarhus University, University of Siegen, Seeburg Castle University, Humboldt-Universität zu Berlin, Hochschule Magdeburg-Stendal, Hochschule für Gesundheit & Sport, Technik & Kunst, University of Regensburg, University of Göttingen
ORCID: 0000-0002-4321-8232
Observed ORCID: 0000-0002-4321-8232
OpenAlex ID: A5008058903
Communicating brands playfully: Effects of in-game advertising for familiar and unfamiliar brands
2008 · Gunnar Mau, Günter Silberer, et al. · International Journal of Advertising · 110
“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics
2021 · Paul Rohde, Gunnar Mau · European Journal of Marketing · 99
PDF
Who Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?
2013 · Celina Steffen, Gunnar Mau, et al. · Journal of Advertising · 81
Brand Communication Success in Online Consumption Communities: An Experimental Analysis of the Effects of Communication Style and Brand Pictorial Representation
2015 · Sascha Steinmann, Gunnar Mau, et al. · Psychology and Marketing · 70
Acceptance of vitamin D-fortified products in Germany – A representative consumer survey
2015 · Arne Sandmann, Jonathan Brown, et al. · Food Quality and Preference · 43
How children make purchase decisions: behaviour of the cued processors
2016 · Gunnar Mau, Michael Schuhen, et al. · Young Consumers Insight and Ideas for Responsible Marketers · 31
Consumer Socialization, Buying Decisions, and Consumer Behaviour in Children: Introduction to the Special Issue
2014 · Gunnar Mau, Hanna Schramm-Klein, et al. · Journal of Consumer Policy · 30
PDF
Noradrenergic blockade and memory in patients with major depression and healthy participants
2013 · Anja Kuffel, Sarah Eikelmann, et al. · Psychoneuroendocrinology · 27
What helps children resist distracting marketing stimuli? Implementation intentions and restrictions alter food choice
2019 · Gunnar Mau, Hanna Schramm-Klein, et al. · Appetite · 17
Financial Literacy of Adults in Germany FILSA Study Results
2022 · Michael Schuhen, Susanne Kollmann, et al. · Journal of risk and financial management · 16
PDF
Die Bedeutung der Emotionen beim Besuch von Online-Shops
2009 · Gunnar Mau · Gabler eBooks · 12
A Privacy-Respecting Indoor Localization Approach for Identifying Shopper Paths by Using End-Users Mobile Devices
2011 · Mohamed Bourimi, Gunnar Mau, et al. · International Conference on Information Technology: New Generations · 11
Motive und Wirkungen im viralen Marketing
2010 · Sebastian Schulz, Gunnar Mau, et al. · Springer eBooks · 11
Perspectives, motivations and behaviors of amateur bodybuilders regarding doping and anti-doping: A systematic review
2025 · René Paasch, Gunnar Mau, et al. · Performance Enhancement & Health · 8
“Flavor, fun, and vitamins”? Consumers’ lay beliefs about child-oriented food products
2024 · Raphaela E. Bruckdorfer, Oliver B. Büttner, et al. · Appetite · 8
Game Outcome and In-Game Advertising Effects
2010 · Gunnar Mau, Günter Silberer, et al. · Gabler eBooks · 8
Doping attitudes and prevention needs in recreational sports: A behavioral cluster analysis based on the theory of planned behavior and risk acceptance
2025 · René Paasch, Gunnar Mau, et al. · Performance Enhancement & Health · 7
Understanding the New Online Customer Journey: The Multichannel E-Commerce Framework—An Abstract
2017 · Gerhard Wagner, Hanna Schramm-Klein, et al. · Developments in marketing science: proceedings of the Academy of Marketing Science · 7
The Impact of Health Warnings on Children’s Consumption Decisions
2012 · Gunnar Mau, Celina Steffen, et al. · Gabler Verlag eBooks · 6
Motive und Wirkungen im viralen Marketing
2007 · Sebastian Schulz, Gunnar Mau, et al. · Springer eBooks · 6
Theory-Based Behavioral Indicators for Children’s Purchasing Self-Control in a Computer-Based Simulated Supermarket
2023 · Philine Drake, Johannes Hartig, et al. · European Journal of Psychological Assessment · 5
Kaufkompetenz von Kindern messbar machen
2014 · Michael Schuhen, Gunnar Mau, et al. · De Gruyter eBooks · 5
Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook
2013 · Philipp Rauschnabel, Gunnar Mau, et al. · EAA series · 5
How do marketing-events work? Marketing-events and brand attitudes
2006 · Kerstin Weihe, Gunnar Mau, et al. · Deutscher Universitätsverlag eBooks · 5
A multimodal, theory-based prevention program for IPED use in recreational fitness: evidence from a German cluster-randomized study
2026 · René Paasch, Gunnar Mau, et al. · Performance Enhancement & Health · 4
Works count: 97
Citation count: 681
H-index: 11
I10-index: 13
Year
Topic
Type