Roland Schroll is an assistant professor of marketing at the University of Innsbruck. Roland's current research areas include effects of humanization and dehumanization, new product preannouncements, and user-generated brands. Roland's research has been published in leading academic journals such as the Journal of Consumer Research, Journal of Consumer Psychology, andResearch Policy and frequently awarded.
Roland's teaching interest include courses in digital marketing, new product development, pricing strategies, and scientific research. Roland has won numerous teaching awards at the University of Innsbruck and his courses receive outstanding evaluations.
Research Interests:
Humanization, Dehumanization, and Anthropomorphism
Artificial Intelligence
Rumors and Uncertainty in New Product Preannouncements
Consumer-Generated Brands
Marketing of Family Businesses
Awards and Recognitions:
MAX KADE Fellow
Research award for top publication at the University of Innsbruck 2018
University of Innsbruck Anschubfinanzierung (2020): € 13.100,--
MAX KADE Fellowship Grant (2018): $ 57.500,--
D. Swarovski KG (2016): € 4.000,--
Hypo Tirol Bank (2015): € 2.300,--
University of Innsbruck Research Funding (2012): € 2.621,--
Hypo Tirol Bank (2010): € 2.000,--
Teaching:
Strategy & Marketing (Bachelor; english)
Strategy, Information- and Value-Creation Processes (Bachelor; english)
Advanced Research (master, english)
Digital Marketing (master; english)
Scientific Research (master; english)
Publications:
Selected Journal Publications (FT-50):
Schroll, Roland (forthcoming), "'Ouch!' When and why food anthropomorphism negatively affects consumption," Journal of Consumer Psychology, Vol. 33(3), 561–574.
Schroll, Roland, Benedikt Schnurr, and Dhruv Grewal (2018), “Humanizing Products with Handwritten Typefaces,” Journal of Consumer Research, 45(3), 648–672.
Füller, Johann, Roland Schroll, and Eric von Hippel (2013), "User Generated Brands and their Contribution to the Diffusion of User Innovations," Research Policy, Vol. 42(6-7), 1197–1209.
Further Publications and Conference Proceedings:
Roland Schroll and Philipp Jaufenthaler (2023): A Psychological Distance Based Conceptualization of Brand Localness, 8th French-Austrian, German Workshop on Consumer Behavior, Innsbruck, Austria.
Grewal, Lauren, Roland Schroll, Dhruv Grewal, and Stijn van Osselaer (2023): Bored Out of Your (Human) Mind: Boredom Makes People Feel Less Human and Less Prosocial, Advances in Consumer Research, Vol. 51
Roland Schroll, Lauren Grewal, and Dhruv Grewal (2023): Bored Out of Your (Human) Mind: Boredom Makes Us Feel Less Human and Donate Less To Charity, European Marketing Academy (EMAC) Conference, Odense, Denmark.
Roland Schroll and Philipp Jaufenthaler (2022): “We are Family!” Why and When Communicating Family Ownership Enhances Consumer Responses, Working Paper, Association of Consumer Research Conference, Denver, USA.
Roland Schroll, Philipp Jaufenthaler, and Dhruv Grewal (2022): How, When, and Why Family Firm Branding Affects Consumer Responses, Brand Camp 5, Obergurgl, Austria
Jaufenthaler, P. & Schroll, R. (2020): Humanizing the Family Business: When is Communicating Family-ownership Beneficial?. in NA - Advances in Consumer Research, Vol. 48.
Schroll, Roland and Reinhard Grohs (2019), "Uncertainty in Prerelease Advertising," Journal of Advertising, Vol. 48, 167-180.
Roland Schroll and Dhruv Grewal (2019), “Humans vs. Machines: How Consumers Evaluate Content from Human vs. Nonhuman Sources,” Theory + Practice in Marketing Conference, New York City, NY.
Roland Schroll (2018), "'Eww, It Has a Face!' Anthropomorphizing Food Products Deteriorates Consumption Experience“ in NA - Advances in Consumer Research. Dallas, TX.
Roland Schroll, Benedikt Schnurr, and Dhruv Grewal (2018),"Humanizing Products with Handwritten Typefaces“, European Marketing Academy (EMAC) Conference, Glasgow, Schottland.
Roland Schroll and Reinhard Grohs (2017), "Differential Effects of Uncertainty in New Product Preannouncements“ 2017 Summer AMA Conference, San Francisco
Reinhard Grohs und Roland Schroll (2017) ,"Construal Level Theory Explains Consumer Response to Uncertainty in New Product Preannouncements“, European Marketing Academy (EMAC) Conference, Groningen, Niederlande.
Roland Schroll, Benedikt Schnurr, and Dhruv Grewal (2017), "Humanizing Products With Typeface: Effects Of Handwritten Typefaces On Consumers’ Product Evaluations“, European Marketing Academy (EMAC) Conference, Groningen, Niederlande.
Roland Schroll, Benedikt Schnurr, and Dhruv Grewal (2017), "Humanizing Products Through Handwritten Typefaces“, FAG Workshop 2017, Wien.
Roland Schroll and Reinhard Grohs (2016) ,"Positive Effects of Uncertainty In New Product Preannouncements", AMA Winter Marketing Educator's Conference, Las Vegas.
Roland Schroll and Reinhard Grohs (2015) ,"Reconsidering Uncertainty in Preannouncements", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 684-685.
Schroll, Roland and Reinhard Grohs (2015), "Positive effects of uncertainty in preannouncements," 44th European Marketing Academy (EMAC) Conference, Leuven.
Schroll, Roland and Reinhard Grohs (2014), "Reconsidering Uncertainty in Preannouncements," AMA Summer Marketing Educators Conference, San Francisco.
Schroll, Roland, Anna Hribar, Liliane Wieder, and Reinhard Grohs (2014), "An Investigation of the Positive Effects of Uncertainty in Preannouncements," 21st International Product Development Management Conference (IPDMC), Limerick.
Schroll, Roland and Reinhard Grohs (2014), "Come and See What We‘ve Found: Reconsidering Uncertainty in Preannouncements," 43rd European Marketing Academy (EMAC) Conference, Valencia.
Schroll, Roland (2014), "The Value of Consumer Brands: How Producers can Benefit from Brands Created by Consumers," French-Austrian-German Workshop on Consumer Behavior, Paris.
Schroll, Roland (2013), "Does community participation pay off on the job market? Empirical evidence of the career concern incentive," "Lost in Translation: Marketing in an interconnected world", 42nd European Marketing Academy (EMAC) Conference, Istanbul.
Schroll, Roland (2013), "I have been dreaming about this”: A Netnographic Study of Consumers’ Collective Pre-purchase Consumption Activities," AMA Winter Marketing Educator's Conference, Las Vegas.
Füller, Johann, Severin Denhardt, Roland Schroll, and Katja Hutter (2012), "The Value-Enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value," 2012 Consumer Brand Relationships Conference, Boston.
Schroll, Roland (2012), "Beyond co-creating brands: Evidence and implications of user-generated brands," 25th EMAC Doctoral Colloquium, Lissabon.
Füller, Johann, Roland Schroll, Severin Dennhardt, and Katja Hutter (2012),"Social Brand Value and the Value enhancing Role of Social Media Relationships for Brands," Proceedings of the Fourty-First Annual Hawaii International Conference on System Sciences - HICSS.
Füller, Johann, Roland Schroll, and Eric von Hippel (2011), "User-Generated Brands: Towards a user-driven brand management?," presented at Open and User Innovation (OUI) Workshop 2011, Vienna.
Schroll, Roland and Johann Füller (2011), "Stakeholder branding interactions in social networks," "The Day After", 40th European Marketing Academy (EMAC) Conference, Ljubliana.
Schroll, Roland, Andrea Hemetsberger and Johann Füller (2011), “Fine feathers make fine birds” – community brands and branded communities," Advances in Consumer Research, Vol. 38.
Pfeiffer, Markus, Johann Füller, Roland Schroll and Markus Zinnbauer (2009), "Social Brand Value – An Extended Perspective on How Brands Create Value," paper presented at INFORMS Marketing Science Conference, Cologne.
Invited Keynote Talks
"Positive Effects of Uncertainty In New Product Preannouncements", Trends in Business Communication (TIBCOM) 2016, FH Kufstein/Tirol , 12.03.2016
Reviewer Roles:
Journal of Marketing Research: 2020
Journal of Consumer Research (Trainee Reviewer): 2018 - 2020
