2012

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

Zulauf, K. & Wagner, R. (2012), 'Power Shift Paradox in Retailer-Manufacturer Negotiations: How to Take Advantage of the Channel Power Shift?' 'Proceedings of the 41st EMAC Conference, Marketing to Citizens: Going beyond Customers and Consumers' , Lissabon .