Our Research and Impact

These are some of the achievements by the Hub members.

Publications

  • Orazi, D. C., & Nyilasy, G. (in press). Phygital products: Effects and boundaries of metaverse-first retail strategies. Journal of Retailing.
  • Silber, D., Hoffmann, A., & Belli, A. (in press). Embracing AI advisors for making (complex) financial decisions: an experimental investigation of the role of a maximizing decision-making style. International Journal of Bank Marketing.
  • Nyilasy, G., & Gangadharbatla, H. (2025). AI-washing: The asymmetric effects of its two types on consumer moral judgments. Retrieved July 18, 2025 from https://arxiv.org/abs/2507.04352

Grants received

  • Advancing entrepreneurial education with an AI-integrated curriculum (September 2024), University of Melbourne Chancellery, Learning and Teaching Initiatives Grants (Whitford, T., Nyilasy G.).

Conference papers

  • Tsai, Y-L, and Lai, Y-H (June 2025). The AI Eye: Large Language Models vs. Human Perception in Visual Marketing.
    • ACR Annual Conference (2025, October 9-11), Washington, DC, USA
    • ISMS Marketing Science Conference (2025, June 13-15), Washington, DC, USA
  • Nyilasy, G. (2025, July 25-29). Does generative AI help new venture symbolic legitimation? Poster accepted for presentation at the 85th Annual Meeting of the Academy of Management, Copenhagen, Denmark.
  • Nyilasy, G. (2025, July 3-5). Ghost framing theory: Exploring the role of generative AI in new venture legitimation. Paper accepted for presentation to the European Group of Organizational Studies, Athens, Greece.
  • Görgen, J., de Bellis, E., & Nyilasy, G. (2024, November 29 - December 4). Zero-sum mindsets explain aversion to new technology. Paper presented at the 2024 Conference of the Australian and New Zealand Marketing Academy, Hobart, Tasmania, Australia [Best paper award in the Consumer Behavior track].
  • Dharmaputri, S., Nagpal, A., Nyilasy, G., Lei, J., & Chattopadhyay, A. (2024, September 26-29). Awkward conversations: Consumer perceptions of AI relational talk. Paper presented at the Association for Consumer Research Conference 2024, Paris, France.
  • Dharmaputri, S., Nagpal, A., Nyilasy, G., Lei, J., & Chattopadhyay, A. (2024, July 1-3). An awkward exchange: Consumer perceptions of artificial intelligence relational talk. Paper presented at the ACR Asia-Pacific Conference 2024, Bali, Indonesia.
  • Hito, A., Nyilasy, G., Overbeck, J., & Bastian, B. (2024, July 1-3). Consumers trust AI as moral enforcers. Paper presented at the AMA CBSIG 2024 Conference, Vienna, Austria.
  • Kaul, A. (2024, 2024, November 29 - December 4) AI-Powered Smart Cities for Children with Autism: Perspectives from Parents. . Paper presented at the 2024 Conference of the Australian and New Zealand Marketing Academy, Hobart, Tasmania, Australia

Teaching innovations

  • Wohlgezogen, F. (2025) Included AI industry transformation in post grad subject "Consulting Fundamentals" and some AI use guidance for assignments (e.g. a prompt engineering guide).