• Rabady, S., Mayrhofer, M., Szabo, N., Erber, P., & Hoffmann, K. (accepted). "We literally worked in parking lots, cars, garages, and separately set up party tents." Qualitative study on the experiences of GPs in the frame of the SARS-CoV-2 pandemic in Austria. BMC Health Services Research.
  • Matthes, J., Binder, A., Mayrhofer, M., & Neureiter, A. (2022). Teil IX: Kommunikation und Marketing. In S. Reitter-Pfoertner, C. Trischak, C. Hochwallner, C. Lohr, & N. Kiss (Competence Center Integrierte Versorgung, Eds.), Disease-Management bei chronischer Herzinsuffizienz – Modulares Rahmenkonzept für Österreich (pp. 688-808). Wien: Österreichische Gesundheitskasse.
  • Mayrhofer, M., & Matthes, J. (2021). Laughing about a health risk? Alcohol in comedy series and its connection to humor. Psychology of Popular Media, 10(1), 59-73. doi:10.1037/ppm0000267
  • Mayrhofer, M., & Matthes, J. (2020). Observational learning of the televised consequences of drinking alcohol: Exploring the role of perceived similarity. Nordic Studies on Alcohol and Drugs, 37(6), 557-575. doi:10.1177/1455072520941981
  • Naderer, B., Binder, A., Matthes, J., & Mayrhofer, M. (2020). Healthy, sweet, brightly colored, and full of vitamins: Cognitive and affective persuasive cues of food placements and children's healthy eating behavior. International Journal of Advertising, 39(7), 1012-1030. doi:10.1080/02650487.2020.1735140
  • Mayrhofer, M., Naderer, B., & Binder, A. (2020). Unhealthy fun: Food and beverage references in comedy series. Journalism & Mass Communication Quarterly, 97(1), 257-277. doi:10.1177%2F1077699019844768
  • Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User generated content presenting brands on social media increases young adults' purchase intention. International Journal of Advertising, 39(1), 166-186. doi:10.1080/02650487.2019.1596447
  • Mayrhofer, M., Binder, A., & Matthes, J. (2019). Werbebilder in der Kommunikationsforschung: Die Ästhetik und Wirkformen des modernen Werbebildes. In K. Lobinger (Ed.), Handbuch Visuelle Kommunikationsforschung (pp. 205-226). Wiesbaden: Springer VS. doi:10.1007/978-3-658-06738-0_10-1
  • Mayrhofer, M., & Naderer, B. (2019). Mass media as alcohol educator for everyone? Effects of portrayed alcohol consequences and the influence of viewers' characteristics. Media Psychology, 22(2), 217-243. doi:10.1080/15213269.2017.1378112
  • Naderer, B., Matthes, J., Marquart, F., & Mayrhofer, M. (2018). Children's attitudinal and behavioral reactions to product placements: Investigating the role of placement frequency, placement integration, and parental mediation. International Journal of Advertising, 37(2), 236-255. doi:10.1080/02650487.2016.1218672
  • Mayrhofer, M., & Matthes, J. (2018). Drinking at work. The portrayal of alcohol in workplace-related TV dramas. Mass Communication and Society21(1), 94-114. doi:10.1080/15205436.2017.1362441
  • Naderer, B., Matthes, J., Binder, A., Marquart, F., Mayrhofer, M., Obereder, A., & Spielvogel, I. (2018). Shaping children's healthy eating habits with food placements? Food placements of high and low nutritional value in cartoons, children's BMI, food-related parental mediation strategies, and food choice. Appetite, 120, 644-653. doi:10.1016/j.appet.2017.10.023
  • Mayrhofer, M. (2017). Harking. In J. Matthes, C. Davis, & R.F. Potter (Eds.), The International Encyclopedia of Communication Research Methods (pp. 875-877). New Jersey: Wiley/International Communication Association.