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Presentations
U. Orth, “Wines and Lifestyles”, Presentation to Oregon Wine Advisory Board. Salem, OR, 2003.
U. Orth, “Why Consumers (Do Not) Buy Oregon Wine”, OSU Grapevine Research Days. Corvallis, OR, 2004.
U. Orth, “Psychographic Segmentation of Visitors to Southern Moravia.”, International Conference “Region - Services - Travel Industry”. Ostrava/ Czech Republic, 2001.
U. Orth, “Oregon Agriculture’s Image”, Presentation to the Agribusiness Council of Oregon. Carlton, OR, 2002.
U. Orth, “Measuring Buyer Response to Oregon Wine Branding Messages”, Presentation to Oregon Wine Advisory Board, Promotions Committee. Salem, Oregon, 2003.
U. Orth and Malkewitz, K., “Directing Consumer Price Expectation through Package Design”, 4th Annual Wine Business Research Conference. 2008.
U. Orth, “Designing a meaningful symbol for “Oregon” Wine”, Presentation to the Oregon Wine Advisory Board, Promotions Committee. Portland, OR, 2002.
U. Orth, “Craft Brews: Consumer Preferences and Psychographics”, Presentation to Widmer Borthers Brewing Co. Portland, OR, 2002.
U. Orth, “Contemporary Marketing Research”, Presentation to Oregon Association of Nurserymen / Marketing Committee. Aurora, OR, 2001.
U. Orth, “The communicators’ role in promoting organically grown products”, Presentation to Kassel University, Dept. of Agriculture, International Development and Organic Production. Witzenhausen/Germany, 2001.
U. Orth, “Advantageously Positioning Oregon Wine”, Presentation to Oregon Wine Advisory Board, Research Committee. Corvallis, OR, 2002.
Journal Articles
K. Malkewitz, Orth, U., and Heinrich, F., “Servicescape interior design and consumers' personality impressions”, Journal of Services Marketing, 2012.
K. Malkewitz, Orth, U., and Heinrich, F., “Servicescape interior design and consumers' personality impressions”, Journal of Services Marketing, 2012.
U. Orth, Heinrich, F., and Malkewitz, K., “Interior Design and Store Personality”, 2012.
K. Malkewitz and Orth, U., “Holistic package design and consumer brand impressions”, Journal of Marketing, 2008.
K. Malkewitz and Orth, U., “Holistic package design and consumer brand impressions”, Journal of Marketing, 2008.
U. Orth and Malkewitz, K., “Holistic Package Design and Consumer Brand Impressions”, 2008.
U. Orth, Malkewitz, K., and Bee, C., “Gender and Personality Drivers of Consumer Mixed Emotional Response to Advertising”, 2010.
U. Orth, Malkewitz, K., and Bee, C., “Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising”, Journal of Current Issues and Research in Advertising, vol. 32, no. 1, pp. 69-80, 2010.
U. Orth, Malkewitz, K., and Bee, C., “Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising”, Journal of Current Issues and Research in Advertising, vol. 32, no. 1, pp. 69-80, 2010.
U. Orth, Campana, D., and Malkewitz, K., “Formation of Consumer Price Expectation Based on Package Design: Attractive and Quality Routes”, 2010.
K. Malkewitz and Orth, U., “Formation of consumer price expectation based on package design: attractive and quality routes”, Journal of Marketing Theory and Practice, 2010.
K. Malkewitz and Orth, U., “Formation of consumer price expectation based on package design: attractive and quality routes”, Journal of Marketing Theory and Practice, 2010.
U. Orth, Koenig, H., and Firbasova, Z., “Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe”, European Journal of Marketing, vol. 41, no. 3/4, 2007.
J. Giese, Malkewitz, K., Orth, U., and Henderson, P., “Advancing the aesthetic middle principle: trade-offs in design attractiveness and strength”, 2014.
K. Malkewitz and Orth, U., “The accuracy of design-based judgments: A constructivist approach”, Journal of Retailing, 2012.
K. Malkewitz and Orth, U., “The accuracy of design-based judgments: A constructivist approach”, Journal of Retailing, 2012.
U. Orth and Malkewitz, K., “The Accuracy of Design-Based Judgments: A Constructivist Approach,”, 2012.
Conference Papers
U. Orth and Malkewitz, K., “Creating Brand Impressions Through Package Design”, presented at the 2015, 2015, p. 259--259.