Publications

The full list of publications (including book chapters and conference proceedings) from the Chair of Marketing can be found on the Forschungsportal Sachsen-Anhalt.

 

Journal Articles (VHB Rating 2024 - across domains, Impact Factor 2025 (JCR 2025); by year)

• Lang, F. J. (2026). Context effects in consumer decision-making: developments in experimental realism and a framework to establish practical relevance. Management Review Quarterly. Advance online publication. (B, 9.0)
• Schramm, J. B., Lang, F. J., & Lichters, M. (2026). BiTURF: Quantifying uncertainty to enhance strategic decision-making. Food Quality and Preference, 145, Article 106001.  (B, 4.9)
• Naughton, P., Schramm, J. B., & Lichters, M. (2025). The eyes eat first: Improving consumer acceptance of plant-based meat alternatives by adjusting front-of-pack labeling. Food Quality and Preference, 131(October), Article 105567. (B, 4.9)
• Schramm, J. B. (2025). Incentive alignment in conjoint analysis: a meta-analysis on predictive validity. Marketing Letters. Advance online publication. (B, 2.5)
• Schramm, J. B., & Lichters, M. (2025). Incentive alignment in anchored MaxDiff yields superior predictive validity. Marketing Letters, 36,  1-16. (B, 2.5)
• Schramm, J. B., & Lichters, M. (2025). validateHOT: An R package for the analysis of holdout/validation tasks and other choice modeling tools. Journal of Open Source Software, 10(107), Article 6708. (-, -)
• Adler, S. J., Schöniger, M. K., Lichters, M., & Sarstedt, M. (2024). Forty years of context effect research in marketing: A bibliometric analysis. Journal of Business Economics, 94, 437-466. (B, -)
• Canty, M., Lang, F. J., Lichters, M., Adler, S. J., & Sarstedt, M. (2024). Caffeine’s complex influence on the attraction effect: a mixed bag of outcomes. Marketing Letters, 35(3), 451-476. (B, 2.5)
• Sablotny-Wackershauser, V., Lichters, M., Guhl, D., Bengart, P., & Vogt, B. (2024). Crossing incentive alignment and adaptive designs in choice-based conjoint: A fruitful endeavor. Journal of the Academy of Marketing Science, 52, 610-633. (A, 10.1)
• Adler, S. J., Röseler, L., & Schöniger, M. K. (2023). A toolbox to evaluate the trustworthiness of published findings. Journal of Business Research, 167, Article 114189. (A, 9.8)
• Baum, U., Kühn, F., Lichters, M., Baum, A. K., Deike, R., Hinrichs, H., & Neumann, T. (2022). Neurological Outpatients Prefer EEG Home-Monitoring over Inpatient Monitoring: An Analysis Based on the UTAUT Model. International Journal of Environmental Research and Public Health, 19(20), 13202. (-, -)
• Canty, M., Lang, F. J., Lichters, M., & Sarstedt, M. (2022). The Influence of Caffeine on the Attraction Effect. NA - Advances in Consumer Research, 50, 309. (-, -)
• Schöniger, M. K. (2022). The Role of Immersive Environments in the Assessment of Consumer Perceptions and Product Acceptance: A Systematic Literature Review. Food Quality and Preference, 99(July), 104490. (B, 4.5)
• Baum, U., Lichters, M., Baum, A. K., Deike, R., Feistner, H., Hinrichs, H., & Neumann, T. (2021). P 14. Neurological outpatients' acceptance of a mobile EEG-based home-monitoring: results of the HOME^ta study. Clinical Neurophysiology, 132(8), e7. (-, 3.6)
• Lichters, M., Möslein, R., Sarstedt, M., & Scharf, A. (2021). Segmenting Consumers Based on Sensory Acceptance Tests in Sensory Labs, Immersive Environments, and Natural Consumption Settings. Food Quality and Preference, 89(April), 104138. (B, 4.5)
• Lichters, M., Adler, S. J., & Sarstedt, M. (2020). Warm Ambient Scents Nudge Consumers to Favour Premium Brands and Right-Wing Parties. Marketing ZFP, 42(4), 22–34. (C, -)
• Kühn, F., Lichters, M., & Krey, N. (2020). The touchy issue of produce: Need for touch in online grocery retailing. Journal of Business Research, 117(September), 244–255. (A, 9.8)
• Cox, J. C., Kroll, E. B., Lichters, M., Sadiraj, V., & Vogt, B. (2019). The St. Petersburg paradox despite risk-seeking preferences: An experimental study. Business Research, 12(1), 27-44. (B, -)
• Girard, A., Lichters, M., Sarstedt, M., & Biswas, D. (2019). Short- and Long-term Effects of nonconsciously Processed Ambient Scents in a Servicescape: Findings from two Field Experiments. Journal of Service Research, 22(4), 440-455. (A, 10.1)
• Girard, A., Lichters, M., Sarstedt, M., & Biswas, D. (2019). The Short and Long-Term Effects of Ambient Scent in Olfactory-Rich Servicescapes: a Longitudinal Perspective. NA - Advances in Consumer Research, 47, 583–584. (-, -)
• Lichters, M., Wackershauser, V., Han, S., & Vogt, B. (2019). On the applicability of the BDM mechanism in product evaluation. Journal of Retailing and Consumer Services, 51(6), 1-7. (B, 13.1)
• Lichters, M., Wackershauser, V., Han, S., & Vogt, B. (2019). Dataset and protocols on the applicability of the BDM mechanism in product evaluation. Data in Brief, 104060. (-, 1.2)
• Lichters, M., Bengart, P., Sarstedt, M., & Vogt, B. (2017). What really matters in attraction effect research: When choices have economic consequences. Marketing Letters, 28(1), 127-138. (B, 2.5)
• Schuldt, J., Doktor, A., Lichters, M., Vogt, B., Robra, B.-P. (2017). Insurees´ Preferences in Hospital Choice: A Population based Study. Health Policy, 121(10), 1040-1046. (B, 3.4)
• Lichters, M., Brunnlieb, C., Nave, G., Sarstedt, M., & Vogt, B. (2016). The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect. Journal of Marketing Research, 53(2), 183-198. (A+, 5.0)
• Lichters, M., Mueller, H., Sarstedt, M., & Vogt, B. (2016). How durable are compromise effects?  Journal of Business Research, 69(10), 4056-4064. (A, 9.8)
• Schuldt, J., Doktor, A., Lichters, M., Vogt, B., Robra, B.-P. (2016). Relevanz von Qualitätsmerkmalen bei der Krankenhauswahl für den Bürger in Sachsen-Anhalt. Das Gesundheitswesen, 78(8-9), A141. (C, 0.6)
• Eckert, J., Lichters, M., Piedmont, S., Vogt, B., & Robra, B.-P. (2015). Case vignettes based on EQ-5D to elicit stated preferences for health services utilization from the insurees’ perspective. BMC Health Services Research, 15: 481. (C, 3.0)
• Lichters, M., Sarstedt, M., & Vogt, B. (2015). On the practical relevance of the attraction effect: A cautionary note and guidelines for context effect experiments. Academy of Marketing Science-Review, 5(1-2), 1-19. (B, -)
• Eckert, J., Piedmont, S., Lichters, M., Vogt, B., & Robra, B. P. (2014). Determinanten der Inanspruchnahme ärztlicher Leistungen aus Patientensicht anhand von Fallvignetten basierend auf EQ-5D. Das Gesundheitswesen, 76(8-9), A42. (C, 0.6)
• Felser, G., Lichters, M., Mueller, K., & Willebrandt, C. (2008). The effect of two-sided advertising depends on how grave the second side is. International Journal of Psychology, 43(3-4), 671. (-, 1.6)

 

Contributions to Popular Scientific Literature

• Lichters, M., & Schöniger, M.-K. (2023). Neuromarketing einmal anders betrachtet. Absatzwirtschaft, 01-02, 64.
• Girard, A., Lichters, M., Sarstedt, M., & Biswas, D. (2020). Are You on the Right Scent? Keller Center Research Report No. 3. Waco, Texas. Baylor University.
• Kühn, F., Lichters, M., & Krey, N. (2020). Considering Need for Touch in Online Produce Retailing! Produce Business, 36(10), 14. (35^th Anniversary Issue).
• Lichters, M., & Sarstedt, M. (2020). Geschnuppert – assoziiert – gekauft: Wie Düfte Ihre Kunden beeinflussen. iXtenso: Magazin für den Einzelhandel.

 

Teaching-related Publications and Published Working Papers 

• Lichters, M. (2026). Online Consumer Research: R Examples Used During OCR Lectures on Adaptive-Choice-based Conjoint Analysis (ACBC) . Otto von Guericke University Magdeburg. https://doi.org/10.24352/UB.OVGU-2026-053
• Bohorquez Camacho, L. D., Lichters, M., & Amor, P. J. (2025). Automated emotion recognition in marketing research. Faculty of Economics and Management Magdeburg: Working Paper Series, 26, Article 25002. 
• Lichters, M. (2025). Sensory Marketing & Product Innovation: R Lecture Examples for Sensory Product Research. Otto von Guericke University Magdeburg.  https://pub.ww.ovgu.de/lichters/smpi/lecture/OVGU_Sensory_Marketing_Lecture_Examples.html 
• Lichters, M. (2024). Marketing Methods and Analysis: R Examples used during Market Research Lectures. Otto von Guericke University Magdeburg.  https://pub.ww.ovgu.de/lichters/mma/lecture/OVGU_MMA_Lecture_Examples.html 
• Schramm, J. B., Lichters, M., & Guhl, D. (2025). Anchoring Methods for MaxDiff and Their Predictive Validity in Product Choice. SSRN Electronic Journal, Article 5674983.