Ass.-Prof. Dr. Roland Schroll, MSc

Assistant Professor

University of Innsbruck - Faculty of Business and Management

Department of Strategic Management, Marketing and Tourism

Universitaetsstr. 15 
6020 Innsbruck 
Phone: +43 (0) 512/507 72502
Room: o.3.28




Roland Schroll is an assistant professor of marketing at the University of Innsbruck. Roland's current research areas include  humanization strategies for brands and products (with Dhruv Grewal, Babson College), new product preannouncements and user-generated brands (with Johann Füller, University of Innsbruck and Eric von Hippel, Massachusetts Institute of Technology). Roland's research has been published in top-tier academic journals such as the Journal of Consumer Research and Research Policy and frequently awarded.

Roland's teaching interest include courses in online marketing, innovation, and branding. Roland has won numerous teaching awards at the University of Innsbruck and his courses receive outstanding evaluations.

 Research Interests:
  • Humanization, Dehumanization, and Anthropomorphism
  • Rumors and Uncertainty in New Product Preannouncements
  • Consumer-Generated Brands
  • Consumers' Reactions to Algorithms and AI
  • Marketing of Family Businesses
Awards and Recognitions:
 Research Grants and Funding:
  • 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,--
  • Strategy & Marketing (Bachelor; english)
  • Strategy, Information- and Value-Creation Processes (Bachelor; english)
  • Advanced Research (Master, english)
  • Online Marketing (Master; english)

Journal Publications:

  • Schroll, Roland and Reinhard Grohs, "Uncertainty in Prerelease Advertising," Journal of Advertising, Vol. 48, 167-180.   
  • 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.  

Conference Proceedings:

  • 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
  • Journal of Business Research: 2019 - 2020
  • Journal of Retailing: 2017 - 2019
  • American Marketing Association (AMA)
  • European Marketing Academy (EMAC)
  • Association for Consumer Research  (ACR)
Practical Experience:
  • Vivaldi Partners, Munich
  • Hilti, Vienna
  • Siemens, Munich
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