Robert Kreuzbauer

About me

Robert Kreuzbauer is a Professor of Strategy at the University of Stavanger Business School. He has held academic positions at various leading institutions, including the University of Illinois at Urbana-Champaign, Nanyang Business School in Singapore, and Aalto University in Finland. His research focuses on innovation and branding strategy, as well as consumer signaling. In his current work has explores the application of AI models to enhance management decision-making.

Professor Kreuzbauer's research has been published in several prominent academic journals, including the Journal of Experimental Psychology: General, Journal of Product Innovation Management, Current Directions in Psychological Science, Journal of the Royal Society Interface.

He has taught marketing, innovation and strategy-related courses at some of the world’s top business schools and has been recognized for his excellence in teaching, having been nominated for Best Business School Teacher at Nanyang Business School.

Before transitioning into academia, Professor Kreuzbauer gained two years of industry experience as a strategy consultant for Kiska Design, one of Europe’s largest industrial design companies. He has advised the Austrian Ministry of Digital and Economic Affairs and presented his research to several notable companies, including the BMW Group. His research was funded by the Austrian Science Foundation, the Singapore Ministry of Education and the Chinese Science Foundation. 

Representative publications

Google scholar profile: https://scholar.google.com/citations?user=FtXSQ3AAAAAJ&hl=en

Li, Dongmei; Kreuzbauer, Robert; Chiu, Chi-yue; Keh, Hean Tat (2020). Culturally polite communication: enhancing the effectiveness of the localization strategy. Journal of Cross-Cultural Psychology, 51(1), 49-69. SAGE Publications Sage CA: Los Angeles, CA.

Klimek, Peter; Kreuzbauer, Robert; Thurner, Stefan (2019). Fashion and art cycles are driven by counter-dominance signals of elite competition: quantitative evidence from music styles. Journal of the Royal Society Interface, 16(151), 20180731. The Royal Society.

Kreuzbauer, Robert; Keller, Joshua (2017). The authenticity of cultural products: A psychological perspective. Current Directions in Psychological Science, 26(5), 417-421. Sage Publications Sage CA: Los Angeles, CA.

Kreuzbauer, Robert (2017). What is art and how does it differ from aesthetics?. Behavioral and Brain Sciences, 40. Cambridge University Press.

Vignoles, Vivian L; Owe, Ellinor; Becker, Maja; Kreuzbauer, Robert; Smith, Peter B; Easterbrook, Matthew J; Brown, Rupert; González, Roberto; Didier, Nicolas; Carrasco, Diego; Cadena, Maria Paz (2016). Beyond the ‘east–west’ dichotomy: Global variation in cultural models of selfhood. Journal of Experimental Psychology: General, 145(8), 966. American Psychological Association.

Li, DM; Kreuzbauer, Robert; Chiu, CY (2015). Globalization and exclusionary responses to foreign brands. Handbook of Culture and Consumer Behavior, 203-232. Oxford University Press New York, NY.

Kreuzbauer, Robert; King, Dan; Basu, Shankha (2015). The mind in the object—Psychological valuation of materialized human expression. Journal of Experimental Psychology: General, 144(4), 764. American Psychological Association.

Kreuzbauer, Robert; Chiu, Chi-yue; Lin, Shengdong; Bae, So Hyun (2014). When does life satisfaction accompany relational identity signaling: A cross-cultural analysis. Journal of Cross-Cultural Psychology, 45(4), 646-659. Sage Publications Sage CA: Los Angeles, CA.

Kreuzbauer, Robert (2002). Design and brand: The influence of product form on the formation of brands. Springer-Verlag.

Owe, Ellinor; Vignoles, Vivian L; Becker, Maja; Kreuzbauer, Robert; Brown, Rupert; Smith, Peter B; Lee, Spike WS; Easterbrook, Matt; Gadre, Tanuja; Zhang, Xiao; Gheorghiu, Mirona (2013). Contextualism as an important facet of individualism-collectivism: Personhood beliefs across 37 national groups. Journal of Cross-Cultural Psychology, 44(1), 24-45. Sage Publications Sage CA: Los Angeles, CA.

Reimann, Martin; Feye, Wilko; Malter, Alan J; Ackerman, Joshua M; Castano, Raquel; Garg, Nitika; Kreuzbauer, Robert; Labroo, Aparna A; Lee, Angela Y; Morrin, Maureen (2012). Embodiment in judgment and choice. Journal of Neuroscience, Psychology, and Economics, 5(2), 104. Educational Publishing Foundation.

Kreuzbauer, Robert; Malter, Alan J (2005). Embodied cognition and new product design: Changing product form to influence brand categorization. Journal of Product Innovation Management, 22(2), 165-176. Blackwell Publishing Oxford, UK.