{"id":24887,"date":"2026-06-22T12:03:51","date_gmt":"2026-06-22T10:03:51","guid":{"rendered":"https:\/\/hub.hslu.ch\/ikm\/?p=24887"},"modified":"2026-06-23T10:41:54","modified_gmt":"2026-06-23T08:41:54","slug":"hslu-forschung-an-der-emac-2026","status":"publish","type":"post","link":"https:\/\/hub.hslu.ch\/ikm\/2026\/06\/22\/hslu-forschung-an-der-emac-2026\/","title":{"rendered":"HSLU-Forschung an der EMAC 2026"},"content":{"rendered":"\n<p>Gemeinsam mit <a href=\"https:\/\/www.hslu.ch\/de-ch\/hochschule-luzern\/ueber-uns\/personensuche\/profile\/?pid=877\">Prof. Dr. Anja Janoschka<\/a> und <a href=\"https:\/\/www.hslu.ch\/de-ch\/hochschule-luzern\/ueber-uns\/personensuche\/profile\/?pid=4126\">Dr. Sarah Blickenstorfer<\/a> war <a href=\"https:\/\/www.hslu.ch\/de-ch\/hochschule-luzern\/ueber-uns\/personensuche\/profile\/?pid=5301\">Dr. Simone Griesser<\/a> an der <a href=\"https:\/\/www.bath.ac.uk\/events\/emac-2026\/\">European Marketing Academy Conference (EMAC) 2026<\/a> mit zwei Pr\u00e4sentationen und zwei Postern vertreten. <em><a href=\"https:\/\/conferences.emac.academy\/2026spring\/r\/default.asp@iId=JLDKJG.html\">Zur Konferenzwebseite.<\/a><\/em><\/p>\n\n\n\n<p><strong>Pr\u00e4sentation<\/strong> <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>When Sustainability Labels Backfire: Showcasing Temporal and Moderating Effects in Online Retail Using Amazon\u2019s Climate Friendly Label Sales Data Pr\u00e4sentation <\/li>\n\n\n\n<li>Synthetic market research: perceptions, concerns and quality standards<\/li>\n<\/ul>\n\n\n\n<p><strong>Poster<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>All talk, no shift: Monetary Incentives and the Intention-Behavior Gap in Energy Consumption<\/li>\n\n\n\n<li>Between Satisfaction and Switching Costs: Determinants of Customer Loyalty in Swiss Online Retailing<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\" style=\"grid-template-columns:35% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"936\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_163051-702x936.jpg\" alt=\"Ziqi Zhong, Ricardo Limongi, Dr. Simone Griesser, David de Jong\" class=\"wp-image-24894 size-full\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_163051-702x936.jpg 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_163051-225x300.jpg 225w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_163051-768x1024.jpg 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_163051-1152x1536.jpg 1152w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_163051-390x520.jpg 390w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_163051-524x698.jpg 524w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_163051-600x800.jpg 600w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_163051.jpg 1536w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading\"><strong>Ein Erfolg, auf den das Team stolz sein kann<\/strong><\/h2>\n\n\n\n<p>Die Beitr\u00e4ge stiessen auf grosses Interesse und boten zahlreiche Gelegenheiten f\u00fcr den fachlichen Austausch mit Forschenden aus aller Welt. Wertvolle Impulse lieferten die Diskussionen sowie das konstruktive Feedback aus der internationalen Forschungsgemeinschaft.<\/p>\n<\/div><\/div>\n\n\n\n<p>Die f\u00fcnf Pr\u00e4sentationen zum Thema Desinformation sorgten f\u00fcr spannende Einblicke, st\u00fctzten sich jedoch \u00fcberwiegend auf klassische Forschungsans\u00e4tze wie Experimente oder Umfragen. Hervorzuheben ist die Arbeit von Giandomenico Di Domenico et al. Anhand von f\u00fcnf Experimenten zeigte das Forschungsteam, dass irref\u00fchrende Informationen nicht nur das Vertrauen in eine Marke beeintr\u00e4chtigen, sondern auch das Vertrauen in andere Akteure derselben Branche mindern k\u00f6nnen. Dieser sogenannte Kategorie-Spillover-Effekt liefert empirische Belege f\u00fcr eine Entwicklung, die in der Forschung seit einigen Jahren diskutiert wird.<\/p>\n\n\n\n<p>Ein weiteres Highlight waren die Kontakte, die sich f\u00fcr die Roundtables im Rahmen des Projekts <a href=\"https:\/\/www.hslu.ch\/de-ch\/hochschule-luzern\/forschung\/projekte\/detail\/?pid=7249\">\u00abDie Evolution von Desinformation\u00bb<\/a> ergeben haben.<\/p>\n\n\n\n<p>F\u00fcr Dr. Simone Griesser als Computerlinguistin im Bereich Marketing Analytics z\u00e4hlte die Session zu Sprache, Inhalt und Konsumentenreaktionen zu den interessantesten Programmpunkten. Die \u00abMeet the Editor\u00bb-Session zeigte zudem, wie unterschiedlich die Haltungen von Journal-Editoren gegen\u00fcber synthetischen Daten sind. Auch die Session zu synthetischen Daten machte deutlich, dass diese zunehmend in den Forschungsprozess integriert werden \u2013 die Frage ist nicht mehr, ob dies geschieht, sondern auf welche Weise.<\/p>\n\n\n\n<p>Als Referentin zum Thema synthetische Daten brachte Dr. Simone Griesser ihre Perspektive in die Diskussion ein und setzte Impulse f\u00fcr den Austausch zu diesem Forschungsfeld.<\/p>\n\n\n\n<p>Auff\u00e4llig war zudem die hohe Anzahl an Pr\u00e4sentationen im Bereich Marketing Analytics \u2013 einem Themengebiet, das an der EMAC vor zehn Jahren in Oslo noch deutlich weniger Beachtung fand.<\/p>\n\n\n\n<p>Mit Blick auf die Zukunft bleibt spannend, welche Rolle synthetische Daten an der<a href=\"https:\/\/www.bath.ac.uk\/events\/emac-2026\/\"> <strong>EMAC 2036<\/strong> <\/a>spielen werden und wie stark sie die Marketingforschung bis dahin pr\u00e4gen.<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\" style=\"grid-template-columns:35% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"527\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_201506-702x527.jpg\" alt=\"Adina Robinson, Dr. Simone Grieser\" class=\"wp-image-24895 size-full\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_201506-702x527.jpg 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_201506-300x225.jpg 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_201506-768x576.jpg 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_201506-1536x1152.jpg 1536w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_201506-928x696.jpg 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_201506-600x450.jpg 600w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/P_20260605_201506.jpg 2048w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading\"><strong>Der Abschluss auf der Rennbahn von Bath<\/strong><\/h2>\n\n\n\n<p>Den Abschluss der Konferenz bildete das traditionelle Pferderennen auf dem Bath Racecourse \u2013 ein aussergew\u00f6hnliches Erlebnis und ein stimmungsvoller Ausklang der Veranstaltung.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Autorin <\/p>\n\n\n\n<div style=\"background-color:#f2f2f2;color:#32373c\" class=\"wp-block-genesis-blocks-gb-profile-box square gb-has-avatar gb-font-size-18 gb-block-profile gb-profile-columns\"><div class=\"gb-profile-column gb-profile-avatar-wrap\"><div class=\"gb-profile-image-wrap\"><figure class=\"gb-profile-image-square\"><img loading=\"lazy\" decoding=\"async\" width=\"336\" height=\"345\" class=\"gb-profile-avatar wp-image-22118\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Foto-Simone-Griesser-weboptimiert-1.jpg\" alt=\"Dr. Simone Griesser\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Foto-Simone-Griesser-weboptimiert-1.jpg 336w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Foto-Simone-Griesser-weboptimiert-1-292x300.jpg 292w\" sizes=\"auto, (max-width: 336px) 100vw, 336px\" \/><\/figure><\/div><\/div><div class=\"gb-profile-column gb-profile-content-wrap\"><h2 class=\"gb-profile-name\" style=\"color:#32373c\"><a href=\"https:\/\/www.hslu.ch\/de-ch\/hochschule-luzern\/ueber-uns\/personensuche\/profile\/?pid=5301\">Dr. Simone Griesser<\/a><\/h2><p class=\"gb-profile-title\" style=\"color:#32373c\">Dozentin am Institut f\u00fcr Kommunikation und Marketing<\/p><div class=\"gb-profile-text\"><\/div><ul class=\"gb-social-links\"><\/ul><\/div><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Was passiert, wenn Forschende aus ganz Europa zusammenkommen, um \u00fcber Desinformation, synthetische Daten und die Zukunft des Marketings zu diskutieren? An der EMAC 2026 in Bath wurden neue Forschungsergebnisse pr\u00e4sentiert, bestehende Annahmen best\u00e4tigt und spannende Kontakte gekn\u00fcpft. Dr. Simone Griesser vom IKM blickt auf die Highlights der Konferenz zur\u00fcck und teilt ihre wichtigsten Erkenntnisse sowie pers\u00f6nliche Eindr\u00fccke.<\/p>\n","protected":false},"author":247,"featured_media":24888,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"19639,23986,24759,19183,7963,23867","_relevanssi_noindex_reason":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[86544],"tags":[],"class_list":["post-24887","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-forschung"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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