Univ.-Prof. Dr. Arnd Florack


Florack, A., Scarabis. M., & Primosch, E. (Hrsg.) (2007). Psychologie der Markenführung [Psychology of brand management]. München: Vahlen.

Blanz, M., Florack, A., & Piontkowski, U. (Hrsg.) (2014). Kommunikation: Eine interdisziplinäre Einführung. Kohlhammer: Stuttgart.


Recent Book Chapters

Florack, A., Genschow, O. & Palcu, J. (in Druck). Implizite Markenführung. In A. Schimansky (Ed.), Der neue Wert der Marke: Markenbewertungsverfahren für ein erfolgreiches Markenmanagement. Vahlen: München.

Florack, A., & Palcu, J. (2017). The psychology of branding. In C. Jansson-Boyd, & M. Zawisza (Eds.), International handbook of consumer psychology (pp. 542-564). New York: Routledge.

Florack, A., & Scarabis, M. (2019). Implizite Messung der psychologischen Markenstärke. In F.-R. Esch (Hrs.), Handbuch der Markenführung (1121-1137). Springer: Heidelberg.

Palcu, J., & Florack, A. (2016). Eye-Tracking und reaktionszeitbasierte Verfahren zur Messung impliziter Kommunikationswirkungen. In F.-R. Esch, T. Langner, & M. Bruhn (Hrsg.), Handbuch Controlling der Kommunikation (S. 251-273). Springer: Wiesbaden.

Wänke, M., & Florack, A. (2015). Markenmanagement. In K. Moser (Ed.), Wirtschaftspsychologie (pp. 101–118). Springer: Berlin.


Selected Journal Articles


Baker, A., & Florack, A. (2021). Uncovering men’s stereotype content (warmth and competence) associated with a representative range of male body size categories. Body Image, 37, 148-161. PDF

Diamantopoulos, A., Szöcs, I., Florack, A., Kolbl, Z., & Egger, M. (2021). The bond between country and brand stereotypes: Insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer. International Marketing Review, 38, 1143-1165. PDF

Egger, M., & Florack, A., (2022). Investigating the mechanisms by which selective attention affects subsequent preferences and choice. Scientific Reports. PDF

Egger, M., Florack, A., & Hübel, C. (2022). How placement affects brand preferences in advergames: A test of inhibition and facilitation processes during search. Computers in Human Behavior. PDF

Florack, A., Koch, T., Haasova, S., Kunz, S., & Alves, H. (2021). The differentiation principle.: Why consumers often neglect positive attributes of novel food products. Journal of Consumer Psychology, 31, 684-705. PDF

Gidakovic, P., Szöcs, I., Diamantopoulos, A., Florack, A., Egger, M., & Zabkar, V. (2021). The interplay of brand-, brand origin-, and brand user stereotypes in forming value perceptions. British Journal of Management. PDF

Halkias, G., Florack, A., Diamantopoulos, A., & Palcu, J. (2021). Eyes wide shut? Understanding and managing consumers’ visual processing of country-of-origin cues. British Journal of Management. PDF

Kim, H. & Florack, A. (2021). Immediate self-information is prioritized over expanded self-information across temporal, social, spatial, and probability domains. Quarterly Journal of Experimental Psychology, 74, 1615-1630. PDF

Kim, H. & Florack, A. (2021). When social interactions backfire: Frequent social interaction during the COVID-19 pandemic Is associated with decreased well-being and higher panic buying. Frontiers in Psychology. PDF

Kim, H., Schlicht, R., & Florack, A. (2021). The contribution of social comparison to social network site addiction. PlosOne. PDF

Kunz, S., Florack, A., Campuzano, I., & Alves, H. (2021). The sustainability liability revisited: Positive versus negative differentiation of novel products by sustainability attributes. Appetite. PDF

Pivecka, N., Ratzinger, R., & Florack, A. (2022). Emotions and virality: Social transmission of political messages on twitter. Frontiers in Psychology. PDF

Söllner, M., Dürnberger, M., Keller, J., & Florack, A. (2022). The impact of age stereotypes on well-being: Strategies of selection, optimization, and compensation as mediator and regulatory focus as moderator - findings from a cross-sectional and a longitudinal study. Journal of Happiness Studies, 23, 635-665. PDF

Vogrincic-Haselbacher, C., Krueger, J., Lurger, B., Dinslaken, I.,  Anslinger, J., Caks, F., Florack, A., Brohmer, H., & Athenstaedt, U. (2021). Not too much and not too little: Information processing for a good purchase decision. Frontiers in Psychology. PDF



Florack, A., Egger, M., & Hübner, R. (2020). When products compete for consumer attention: How selective attention affects preferences. Journal of Business Research, 111, 117-127. Preprint PDF

Florack, A., Haasova, S., Hirschauer, S., & Serfas, B. (2018). Playing with food: The effects of food pre-exposure on consumption in young children. Physiology and Behavior, 195, 76-81. PDF

Haasova, S., & Florack, A. (2019). Practicing the (un)healthy=tasty intuition: Toward an ecological view of the relationship between health and taste in consumer judgments. Food Quality and Preference, 75, 39-53. PDF

Haasova, S., & Florack, A. (2019). How numerical information of sugar content influences healthiness and tastiness expectations. Plos One, 14(11), e0223510. PDF

Kunz, S., Haasova, S., & Florack, A. (2020). Fifty shades of food: The influence of package color on the relationship between health and taste in consumer judgments. Psychology and Marketing, 37, 900-912. PDF(Publisher)

Kunz, S., Haasova, S., Rieß, J., & Florack, A. (2020). Beyond healthiness: The impact of traffic light labels on taste expectations and purchase intentions. Foods. PDF(Publisher)

Makarina, N., Hübner, R., & Florack, A. (2019). Increased preference and value of consumer products by attentional selection. Frontiers in Psychology, 10, 2086. PDF

Palcu, J., Haasova, S., & Florack, A. (2019). Advertising models in the act of eating: How the depiction of different eating phases affects consumption desire and behavior. Appetite, 139, 59-66. PDF

Söllner, M., & Florack, A. (2019). Age stereotypes and compliance with feedback in elderly drivers. Transportation Research Part F: Traffic Psychology and Behavior, 67, 66-77. PDF  PDF(ScienceDirect)

Söllner, M., & Florack, A. (2019). Who provides feedback to older drivers when driving ability tails off: The role of age stereotypes. Transportation Research Part F: Traffic Psychology and Behavior, 60, 217-227. PDF



Diamantopoulos, A., Florack, A., Halkias, G., & Palcu, J. (2017). Implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model. Journal of International Business Studies, 48, 1023-1026. PDF

Hubert, M., Florack, A., Gattringer, R., Eberhardt, T., Enkel, E., & Kenning, P. (2017). Flagship products as important drivers of perceived brand innovativeness. Journal of Business Research, 71, 154-163. PDF

Palcu, J., Sudkamp, J., & Florack, A. (2017). Judgments at gaze value: gaze cuing in banner advertisements, its effect on attention allocation and product judgments. Frontiers in Psychology. PDF

Serfas, B., Florack, A., Büttner, O., & Vögeding, T. (2017). What does it take for sour grapes to remain sour? Persistent effects of behavioral inhibition in go/no-go tasks on the evaluation of appetitive stimuli. Motivation Science, 3, 1-18. PDF 

Zabkar, V., Arslanagic-Kalajdzic, M., Diamantopoulos, A., & Florack, A. (2017). Brothers in blood, yet strangers to global brands purchase: A four-country study of the role of consumer personality. Journal of Business Research, 80, 228-235. PDF



Haasova, S., Elekes, B., Missbach, B., & Florack, A. (2016). Effects of imagined consumption and simulated eating movements on food intake: Thoughts about food are not always of advantage. Frontiers in Psychology, 7, 1691. PDF

Kleber, J., Florack, A., & Chladek, A. (2016). How to present donations: The moderating role of numeracy in cause-related marketing. Journal of Consumer Marketing, 33, 153-161. PDF

Serfas, B., Büttner, O., & Florack, A. (2016). Using implementation intentions in shopping situations: How arousal can help shield consumers against temptations. Applied Cognitive Psychology, 30, 672-680. PDF


Büttner, O., Florack, A., & Göritz, A. (2015). How shopping orientation influences the effectiveness of monetary and nonmonetary promotions. European Journal of Marketing, 49, 170-189. PDF

Friese, M., Engeler, M., & Florack, A. (2015). Self-perceived successful weight regulators are less affected by self-regulatory depletion in the domain of eating behavior. Eating Behavior, 16, 5-8. PDF

Leder, S., Florack, A., & Keller J. (2015). Self-regulation and protective health behavior: How regulatory focus and anticipated regret are related to vaccination decisions. Psychology and Health, 30, 165-188. PDF

Missbach, B., Florack, A., & König, J. (2015). Mental imagery and food consumption. Frontiers in Psychiatry. PDF


Büttner, O., Florack, A., & Göritz, A. (2014). Shopping orientation as a stable consumer disposition and its influence on consumers’ evaluations of retailer communication. European Journal of Marketing, 48, 1026-1045. PDF

Büttner, O., Florack, A., Leder, H., Paul, M., Serfas, B., & Schulz, A.-M. (2014). Hard to ignore: impulsive buyers show an attentional bias in shopping situations. Social Psychological and Personality Science, 5, 343-351. PDF(SAGE Journals)

Büttner, O., Florack, A., & Serfas, B. (2014). A dual-step and dual-process model of advertising effects: Implications for reducing the negative impact of advertising on children’s consumption behaviour. Journal of Consumer Policy, 37, 161-182. PDF

Büttner, O. B., Wieber, F., Schulz, A. M., Bayer, U. C., Florack, A., & Gollwitzer, P. M. (2014). Visual attention and goal pursuit: Deliberative and implemental mindsets affect breadth of attention. Personality and Social Psychology Bulletin, 40, 1248-1259. PDF (uni-konstanz.de)

Florack, A., Kleber, J, Busch, R., & Stöhr, D. (2014). Detaching the ties of ownership: The effects of hand washing on the exchange of endowed products. Journal of Consumer Psychology, 24, 284-289. PDF  

Florack, A., Rohmann, A., Palcu, J. & Mazziotta, A. (2014). How initial cross-group friendships prepare for intercultural communication: The importance of anxiety reduction and self-confidence in communication. International Journal of Intercultural Relations, 43, 278-288. PDF

Genschow, O., & Florack, A. (2014). Attention on the source of influence reverses the impact of cross-contextual imitation. Journal of Experimental Psychology: Human Perception and Performance, 40, 1248-1259. PDF (researchgate.net)

Genschow, O., Florack, A., & Wänke, M. (2014). Recognition and approach responses toward threatening objects. Social Psychology, 45, 86-92. PDF (uni-mannheim.de)

Missbach, B., Florack A., Weissmann, L., & König J. (2014). Mental imagery interventions reduce subsequent food intake only when self-regulatory resources are available. Frontiers in Psychology, 5, 1391. PDF

Rohmann, A., Florack, A., Samochowiec, J., & Simonett, N. (2014). I'm not sure how she will react": Predictability moderates the influence of positive contact experiences on intentions to interact with a host community member. International Journal of Intercultural Relations, 24, 284-289. PDF

Serfas, B. G., Büttner, O. B., & Florack, A. (2014). Eyes wide shopped: Shopping situations trigger arousal in impulsive buyers. PLOS ONE. PDF


Büttner, O., Florack, A. & Göritz, A. (2013). Shopping orientation and mindsets: How motivation influences consumer information processing during shopping. Psychology and Marketing, 30, 779-793.

Florack, A.,  Keller,  J., & Palcu, J. (2013). Regulatory focus in economic contexts. Journal of Economic Psychology, 38, 127-137. PDF

Florack, A., Palcu, J., & Friese, M. (2013). The moderating role of regulatory focus on the social modeling of food intake. Appetite, 69, 114-122. PDF 

Genschow, O., Florack, A., Chib, V., Shimojo, S., Scarabis, M., & Wänke, M. (2013). Reaching for the (Product) Stars: Measuring recognition and approach speed to get insights into consumer choice. Basic and Applied Social Psychology, 35, 298-315. PDF (uni-mannheim.de)   

Genschow, O., Florack, A., & Wänke, M. (2013). The power of the movement: Evidence for context-independent movement imitation. Journal of Experimental Psychology: General, 14, 763-773.
 PDF (uni-mannheim.de)

Hubert, M., Hubert, M., Florack, A., Linzmajer, M., & Kenning, P. (2013). Neural correlates of impulsive buying tendencies during the perception of product packages. Psychology and Marketing, 30, 861-873. PDF

Kleber, J., Dickert, S., Peters, E., & Florack, A. (2013). Same numbers, different meanings: How numeracy influences the importance of numbers for pro-social behavior. Journal of Experimental Social Psychology, 49, 699-705. PDF (psu.edu) 

Leder, S., Florack, A., & Keller, J. (2013). Thoughts about possible failure: regulatory focus and the anticipation of regret. Social Cognition, 31, 349-373. PDF

Ramelli, M., Florack, A., Kosic, A., & Rohmann, A. (2013). Being prepared for acculturation: on the importance of the first month after immigrants enter a new culture. International Journal of Psychology, 48, 363-373. PDF

Before 2013

Florack, A., Bless, H., & Piontkowski, U. (2003). When do people accept cultural diversity. Affect as determinant. International Journal of Intercultural Relations, 27, 627-640. PDF   

Florack, A., Friese, M., & Scarabis, M. (2010). Regulatory focus and reliance on implicit preferences in consumption contexts. Journal of Consumer Psychology, 20, 193-204. PDF

Florack, A., & Hartmann, J. (2007). Regulatory focus and investment decisions in small groups. Journal of Experimental Social Psychology, 43, 626-632. PDF (psu.edu) 

Florack, A., Ineichen, S., & Bieri, R (2009). The impact of regulatory focus on two-sided advertising. Social Cognition, 27, 37-56. PDF

Florack, A., & Piontkowski, U. (2000). Acculturation attitudes of the Dutch and the Germans towards the European Union: The importance of national and European identification. Journal of Multilingual and Multicultural Development, 21, 1-13. PDF

Florack, A., Piontkowski, U., Rohmann, A., Balzer, T., & Perzig, S. (2003). Perceived intergroup threat and attitudes of host community members toward immigrant acculturation. The Journal of Social Psychology, 143, 633-648. PDF

Florack, A., Scarabis, M., & Bless, H. (2001). When do associations matter? The use of implicit associations towards ethnic groups in person judgments. Journal of Experimental Social Psychology, 37, 518-524. PDF

Florack, A., Scarabis, M., & Bless, H. (2001). Der Einfluß wahrgenommener Bedrohung auf die Nutzung automatischer Assoziationen bei der Personenbeurteilung. Zeitschrift für Sozialpsychologie, 32, 249-259. PDF

Florack, A., & Scarabis, M. (2006). How advertising claims affect brand preferences and category-brand associations: The role of regulatory fit. Psychology & Marketing, 23, 741-755. PDF  

Matser, C. I., van Oudenhoven, J. P., Askevis-Leherpeux, F., Florack A., Hannover, B., & Rossier, J. (2010). Impact of relative size and language on the attitudes between nations and linguistic groups: The case of Switzerland. Applied Psychology: An International Review, 59, 143-158. PDF  

Piontkowski, U., Florack, A., Hölker, P., & Obdrzalek, P. (2000). Predicting acculturation attitudes of dominant and non-dominant groups. International Journal of Intercultural Relations, 24, 1-26. PDF 

Piontkowski, U., Rohmann, A., & Florack, A. (2002). Concordance of acculturation attitudes and perceived threat. Group Processes and Intergroup Relations, 5, 221-232. PDF

Rohmann, A., Florack, A., & Piontkowski, U. (2006). The role of discordant acculturation attitudes in perceived threat: An analysis of host and immigrant attitudes in Germany. International Journal of Intercultural Relations, 30, 683-702. 

Samochowiec, J., & Florack, A. (2010). Intercultural contact under uncertainty: The impact of predictability and anxiety on the willingness to interact with a member from an unknown cultural group. International Journal of Intercultural Relations, 34, 507-515. PDF  

Scarabis, M., Florack, A., & Gosejohann, S. (2006). When consumers follow their feelings: The impact of affective or cognitive focus on the basis of consumers’ choice. Psychology & Marketing, 23, 1005-1036. PDF