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Vienna AdME Research Group


As a part of the Department of Communication of the University of Vienna, the Vienna Advertising and Media Effects (AdMe) Research Group deals with the impact of modern media environments on people's thinking, behavior, and opinions. The research focus of our group includes areas such as marketing communication, advertising effectiveness, hybrid forms of advertising, political advertising, as well as the cognitive, emotional, and behavioral effects of mass media more generally. Working with quantitative and qualitative social science methods, we integrate scholarship from communication science, social psychology, political science, and marketing.



Top Paper Award at ICA 2016! The paper "Misleading consumers with green advertising? Comparing the effects of false and vague greenwashing claims" by Desirée Schmuck and Brigitte Naderer received the Top 1 Student Paper Award from ICA's Environmental Communication Division at the annual ICA conference in Fukuoka, Japan.


More publications! The International Journal of Communication published an article entitled "Selective exposure in the context of political advertising: A behavioral approach using eye-tracking methodology" by Franziska Marquart, Jörg Matthes & Elisabeth Rapp.


The article "Wissensvermittlung durch Produktplatzierungen. Lerneffekte von platzierten Marken- und Produktinformationen in unterhaltenden Medieninhalten" by Stefan Brunbauer and Jörg Matthes recently appeared in vol. 61(2) of the journal Publizistik.


New publication! The book entitled "Mediated Scandals. Gründe, Genese und Folgeeffekte von medialer Skandalberichterstattung" edited by Christian von Sikorski (together with Mark Ludwig and Thomas Schierl) has been released recently. The book focuses on the role of the mass media in reporting about scandals in modern democratic societies. Among other scholars the book includes chapters by Hans Mathias Kepplinger and Robert M. Entman. Christian von Sikorski contributed a chapter on the role of news visuals in personalized scandals and a chapter on the effects of reader comments in online news.


New article! The International Journal of Advertising recently published an article by Jörg Matthes & Brigitte Naderer entitled Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge.


Successful submissions for ICA 2016 in Fukuoka! Our team will present a total of thirteen papers at the 66th annual conference of the International Communication Association (ICA) from June 4-9 in Fukuoka, Japan. Papers have been accepted for presentation to nine divisions, including the Children's Adolescents and Media, Communication and Technology, Environmental Communication, Information Systems, Journalism Studies, Mass Communication, Political Communication, Sports Communication, and the Visual Communication Studies. One presentation will be given at the pre-conference Communication Research Methods 2016: Practices & Challenges.


The dates and topics of this semester's research colloquium are now available. As usual, we invite everyone to join us on interesting debates. Please also check who's given a talk at our colloquium in the past years.


Master thesis proposals update! We invite all M.A. students who are interested in writing their upcoming master thesis under the support of our team to have a look at the proposals and interesting research projects posted on our site.

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Abteilung Werbeforschung
Univ.-Prof. Dr. Jörg Matthes
Institut für Publizistik- und Kommunikationswissenschaft
Währinger Straße 29
1090 Wien
University of Vienna | Universitätsring 1 | 1010 Vienna | T +43-1-4277-0