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

Zulauf, Katrin ; Wagner, Ralf: Power Shift Paradox in Retailer-Manufacturer Negotiations: How to Take Advantage of the Channel Power Shift?. In: {P}roceedings of the 41st {EMAC} {C}onference, Marketing to Citizens: Going beyond Customers and Consumers. Lissabon, 2012