Wagner, Ralf. "The Dark Side of Marketing Communication: Grouping Consumers with Respect to Their Reactance Behavior." Paper presented at the meeting of the , 36th Annual Conference of the German Classification Society (GfKl) in Hildesheim, 2012.

Zulauf, Katrin and Wagner, Ralf. "Power Shift Paradox in Retailer-Manufacturer Negotiations: How to Take Advantage of the Channel Power Shift?." Paper presented at the meeting of the Proceedings of the 41st EMAC Conference, Marketing to Citizens: Going beyond Customers and Consumers, Lissabon, 2012.