Publications

Journal articles, books, chapters, conference contributions, science communications, and more.

Journal Articles

Thøgersen, J., Frank, D.-A., & Aschemann-Witzel, J. (2026). Pro-Organic by Design: Choice Architecture Shaping Online Organic Grocery Purchases. Business Strategy and the Environment, 1– 21. https://doi.org/10.1002/bse.71049
Frank, D.-A., Bruckdorfer, R., Jacobsen, L., Li, Y., & Otterbring, T. (2026). An Integrative Framework and Research Agenda for Diversity, Equity, and Inclusion in AI-Driven Marketing. Psychology & Marketing, 43(5), 1277–1290. https://doi.org/10.1002/mar.70111
Frank, D.-A., Folwarczny, M., & Otterbring. T. (2026). Consumer Acceptance of High-Autonomy AI Assistants is Driven by Perceived Benefits in Online Shopping Settings Characterized by Scarcity. Psychology & Marketing, 43(3), 538–555. https://doi.org/10.1002/mar.70074
Wirtz, J., Bateson, J. E. G., Čaić, M., Frank, D.-A., & Veflen, N. (2025). The Healthy Aging and Service Firms: The Promise of Smart Technologies. Journal of Service Management. https://doi.org/10.1108/JOSM-10-2024-0426
Jacobsen, L. F., Frank, D.-A., Søndergaard, H. A., & Peschel, A. O. (2025). From Diversity to Distinction: Exploring the Role of Diversity and Inclusion in Relation to Consumer Perceptions of Company Innovativeness and Attractiveness. Journal of Business Research, 189, 115184. https://doi.org/10.1016/j.jbusres.2025.115184
Frank, D.-A., Chrysochou, P., Mitkidis, P., Otterbring, T., & Ariely, D. (2024). Navigating Uncertainty: Exploring Consumer Acceptance of Artificial Intelligence Under Self-Threats and High-Stakes Decisions. Technology in Society, 79, 102732. https://doi.org/10.1016/j.techsoc.2024.102732
Frank, D.-A., DiPalma, J., Steinmann, S., & Otterbring, T. (2024). How the Presence of Employee Avatars Affects Metaverse Shopping Behavior: “Can I Help You Buy Condoms?” Virtual Sales Promotions in Embarrassing Shopping Settings. Journal of Advertising Research, 64(3), 1-18. https://doi.org/10.2501/JAR-2024-017
Peschel, A. O., Frank, D.-A., Blumenkranz, D., & Steinmann, S. (2024). Visual Fidelity In The Metaverse Matters For Memory Performance. Technological Forecasting & Social Change, 205, 123511. https://doi.org/10.1016/j.techfore.2024.123511
Frank, D.-A., Peschel, A. O., DiPalma, J., Otterbring, T., & Steinmann, S. (2024). Does Metaverse Fidelity Matter? Testing the Impact of Fidelity on Consumer Responses in Virtual Retail Stores. The International Review of Retail, Distribution and Consumer Research, 34(2), 251–284. https://doi.org/10.1080/09593969.2024.2304810
Frank, D.-A., & Otterbring., T. (2024). Autonomy, Power, and the Special Case of Scarcity: Consumer Adoption of Highly Autonomous Artificial Intelligence. British Journal of Management, 35(4), 1700–1723. https://doi.org/10.1111/1467-8551.12780
Nyhus, E. K., Frank, D.-A., Król, M. K., & Otterbring, T. (2024). Crypto cravings: gender differences in crypto investment intentions and the mediating roles of financial overconfidence and personality. Psychology & Marketing, 41(3), 447-464. https://doi.org/10.1002/mar.21921
Frank, D.-A., Jacobsen, L. F., Søndergaard, H. A., & Otterbring, T. (2023). In Companies We Trust: Consumer Adoption of Artificial Intelligence Services and The Role of Trust in Companies and AI Autonomy. Information Technology & People, 36(8), 155–173. https://doi.org/10.1108/ITP-09-2022-0721
Frank, D.-A., & Otterbring, T. (2023). Being Seen… by Human or Machine? Acknowledgement Effects on Customer Responses Differ between Human and Robotic Service Workers. Technological Forecasting & Social Change, 189, 122345. https://doi.org/10.1016/j.techfore.2023.122345
Frank, D.-A., Chrysochou, P., & Mitkidis, P. (2023). The paradox of technology: Negativity bias in consumer adoption of innovative technologies. Psychology & Marketing, 40(3), 554–566. https://doi.org/10.1002/mar.21740
Stancu, V., Frank, D.-A., Lähteenmäki, L., & Grunert, K. G. (2022). Motivating Consumers for Health and Fitness: The Role of App Features. Journal of Consumer Behavior, 21(6), 1506–1521. https://doi.org/10.1002/cb.2108
Bago, B., …Frank, D.-A., …, & Aczel, B. (2022). Situational Factors Shape Moral Judgements in The Trolley Dilemma in Eastern, Southern and Western Countries in a Culturally Diverse Sample. Nature Human Behaviour, 6(6), 880–895. https://doi.org/10.1038/s41562-022-01319-5
Frank, D.-A., Elbæk, C., Børsting, K. C., Mitkidis, P., Otterbring, T., & Borau, S. (2021). Drivers and Social Implications of Artificial Intelligence Adoption in Healthcare during the COVID-19 Pandemic. PLOS ONE. https://doi.org/10.1371/journal.pone.0259928
Frank, D.-A., & Peschel, A. O. (2020). Sweetening the deal: The ingredients that drive consumer adoption of online grocery shopping. Journal of Food Products Marketing, 26(8), 535–544. https://doi.org/10.1080/10454446.2020.1829523
Frank, D.-A., Chrysochou, P., Mitkidis, P., & Ariely, D. (2019). Human decision-making biases in the moral dilemmas of autonomous vehicles. Scientific Reports, 9(1), 13080. https://doi.org/10.1038/s41598-019-49411-7

Book Chapters

Frank, D.-A. (2026). From Insights on Digitalization, Artificial Intelligence, Virtualization and Smart Systems to Hyper-Trends in Digital Innovation. In S. Kurtmollaiev, L. Lervik-Olsen, & T. W. Andreassen (Eds.), Exploring Commercial, Social, and Digital Innovation from the Customer Perspective (1 ed.). Routledge. https://doi.org/10.4324/9781003492047-18
Rivadeneira, N. B., Frank, D.-A., & Tiberius, V. (2026). Decoding Digitalization: Insights from Small and Mid-Sized Enterprises. In S. Kurtmollaiev, L. Lervik-Olsen, & T. W. Andreassen (Eds.), Exploring Commercial, Social, and Digital Innovation from the Customer Perspective (1 ed.). Routledge. https://doi.org/10.4324/9781003492047-19
Jacobsen, L., & Frank, D.-A. (2026). Transforming the Digital Service Landscape: The Role of Artificial Intelligence. In S. Kurtmollaiev, L. Lervik-Olsen, & T. W. Andreassen (Eds.), Exploring Commercial, Social, and Digital Innovation from the Customer Perspective (1 ed.). Routledge. https://doi.org/10.4324/9781003492047-20
Frank, D.-A., Otterbring, T., Krol, M. & Nyhus, E. (2024). A Systematic Literature Review Linking Consumer Adoption of Cryptocurrencies to Gender, Personality Traits, and Overconfidence. In C. Strong, B. Martin, & P. Chrysochou (Eds.), Advances in Blockchain Research and Cryptocurrency Behaviour (pp. 5-30). Berlin, Boston: De Gruyter. https://doi.org/10.1515/9783110981551-002

Reports

Jacobsen, L., Frank, D.-A., & Søndergaard, H. A. (2026). Danish Innovation Index 2025 Annual Report. Danish Innovation Index, Aarhus. https://mgmt.au.dk/fileadmin/MGMT/Subsites/Projekter/DII/DII_2025_Annual_Report.pdf
Jacobsen, L., Frank, D.-A., & Søndergaard, H. A. (2025). Danish Innovation Index 2024 Annual Report. Danish Innovation Index, Aarhus. https://mgmt.au.dk/fileadmin/MGMT/Subsites/Projekter/DII/DII_2024_Annual_Report.pdf
Jacobsen, L., Frank, D.-A., & Søndergaard, H. A. (2024). Danish Innovation Index 2023 Annual Report. Danish Innovation Index, Aarhus. https://mgmt.au.dk/fileadmin/MGMT/Subsites/Projekter/DII/DII_2023_Annual_Report.pdf
Jacobsen, L., Frank, D.-A., & Søndergaard, H. A. (2023). Danish Innovation Index 2022 Annual Report. Danish Innovation Index, Aarhus. https://mgmt.au.dk/fileadmin/MGMT/Subsites/Projekter/DII/DII_2022_Annual_Report.pdf
Jacobsen, L., Frank, D.-A., & Søndergaard, H. A. (2022). Danish Innovation Index 2021 Annual Report. Danish Innovation Index, Aarhus. https://mgmt.au.dk/fileadmin/MGMT/Subsites/Projekter/DII/DII_report_2021.pdf

Conference Contributions

Frank, D.-A., DiPalma, J., Østergaard, S., Pfeuffer, K., & Buder, F. (2026, July). When retailing meets the eye: How eye–hand coordination shapes virtual shopping. Abstract presented at the 31st International Congress of Applied Psychology, Florence, Italy.
Frank, D.-A., Jacobsen, L. & Otterbring, T. (2026, July). The ChatGPT Effect: Evidence from 50,000 Consumer Evaluations of AI-Enabled Services. Abstract presented at the Frontiers in Service 2026 Conference, Helsinki, Finland.
Kolesnyk, D., Everdingen, Y., Hennig-Thurau, T., DiPalma, J., & Frank, D.-A. (2026). Making VR research work: Opportunities and challenges of VR research for marketing [Special session]. Proceedings of the European Marketing Academy, 55, Article 132843. https://proceedings.emac-online.org/pdfs/A2026-132843.pdf
Thøgersen, J., Frank, D.-A., & Aschemann-Witzel, J. (2026). How retail choice architecture shapes “green” consumer choices in online grocery shopping. Proceedings of the European Marketing Academy, 55, Article 131961. https://proceedings.emac-online.org/pdfs/A2026-131961.pdf
Kunz, W., Heinonen, K., Rahman, A., Lervik-Olsen, L., Kurtmollaiev, S., Duque, L. C., Santamaria, L., Andreassen, T. W., Søndergaard, H. A., Jacobsen, L., Frank, D.-A., Valtakoski, A., Aksoy, L., Keiningham, T., Mele, C., Kristensson, P. O., Flavian, C., & Belanche, D. (2026, February 13–15). Firm innovativeness and service innovation through the customer lens: Insights, inspiration, and collaboration [Special session]. 2026 AMA Winter Academic Conference, Madrid, Spain. https://www.ama.org/wp-content/uploads/2025/12/FY26Winter_ConferenceProgram_v6_12.18.25.pdf
Dudinskaya, E. C., Frank, D.-A., Aschemann-Witzel, J., Naspetti, S., Thøgersen, J., & Zanoli, R. (2025, October 10). Choice architecture as a driver of sustainable food consumption [Working paper poster presentation]. 2025 Association for Consumer Research Conference, Washington, DC, United States. https://acrwebsite.org/wp-content/uploads/2025/10/ACR2025WorkingPapersOct7Final.pdf
Wirtz, J., Čaić, M., Bateson, J., Frank, D.-A., & Veflen, N. (2025, June). Healthy Older Adults’ Customer Experience: The Promise of Smart Technologies. Abstract from The Naples Forum On Service, Sorrento, Italy.
Dudinskaya, E. C., Frank, D.-A., Aschemann-Witzel, J., Naspetti, S., Thøgersen, J., & Zanoli, R. (2025, June 27). Creating conscious consumption: Driving sustainable food consumption through eco-labels, social norms and assortment symmetry [Conference presentation]. ACR Latin America Conference, São Paulo, Brazil. https://acr.insper.edu.br/media/pdf/ACR%20Latin%20America%202025%20-%20Full%20ACR%20Program%2006_25_2025.pdf
Frank, D.-A., Jacobsen, L. F., & Søndergaard, H. A. (2025, June). The Sustainability-Innovation Paradox: Exploring the Divide Between Firm Innovativeness and Sustainability Performance. Abstract from 19th International Research Symposium on Service Excellence in Management, Rome, Italy.
Čaić, M., Frank, D.-A., Veflen, N., Bateson, J., & Wirtz, J. (2025, June). Smart Technologies for Healthy Aging: Opportunities for Service Firms in an Aging Society. Abstract from 19th International Research Symposium on Service Excellence in Management, Rome, Italy.
Orindaru, A., Pfoertsch, W., Constantinescu, M., Pachițanu, A., Erdmann, A., Frank, D.-A., & Ramos-Henriquez, J. (2025). Human marketing and AI-generated marketing [Special session]. Proceedings of the European Marketing Academy, 54, Article 125804. https://proceedings.emac-online.org/pdfs/A2025-125804.pdf
Frank, D.-A., Čaić, M., Veflen, N., Bateson, J., & Wirtz, J. (2025). Healthy ageing and service: How smart technologies can help serve the last growth market. Proceedings of the European Marketing Academy, 54, Article 123463. https://proceedings.emac-online.org/pdfs/A2025-123463.pdf
Frank, D.-A., DiPalma, J., Pfeuffer, K., & Buder, F. (2025, May). Exploring Consumer Decision-Making at Virtual Points of Sale: The Impact of Immersion. Abstract from the European Marketing Academy Conference, Madrid, Spain.
DiPalma, J., Frank, D.-A., Finken, D., & Grewe, L. (2025). From immersion to impact: Driving consumer connections and decisions in virtual realities [Special session]. Proceedings of the European Marketing Academy, 54, Article 126145. https://proceedings.emac-online.org/pdfs/A2025-126145.pdf
DiPalma, J., Frank, D.-A., Salnikova, E. & Pfeuffer, K. (2025, May). From Virtual Touch to Real Impact: Understanding Consumer Behavior in Digital Commerce through Interaction Modalities. Abstract from the European Marketing Academy Conference, Madrid, Spain.
DiPalma, J., Frank, D.-A., Salnikova, E., Steinmann, S., & Pfeuffer, K. (2025, February 14–16). Touching the retail metaverse: Consumer insights from a virtual experience [Poster presentation]. 2025 AMA Winter Academic Conference, Phoenix, AZ, United States. https://www.ama.org/wp-content/uploads/2025/02/AMAWinter2025_Program_v14_2.13.25.pdf
Jacobsen, L., Frank, D.-A., & Nejad, M. (2024). Fit for AI? How a company's AI fit determines its innovativeness and relative attractiveness on the consumer market. In S. Kabadayi, M. Bui, & L. S. Grewal (Eds.), 2024 AMA Summer Academic Conference: Reconnecting with humanity: Marketing's role in promoting responsible technology while serving people (Vol. 35, pp. 737–739). American Marketing Association. https://www.ama.org/wp-content/uploads/2024/08/2024-Summer-AMA-Proceedings_August_21_2024.pdf
Frank, D.-A., Stancu, V., Otterbring, T., Lähteenmäki, L., & Grunert, K. G. (2024). Service personalization refined, through human and artificial intelligence combined. Proceedings of the European Marketing Academy, 53, Article 118367. https://proceedings.emac-online.org/pdfs/A2024-118367.pdf
Frank, D.-A., DiPalma, J., Steinmann, S., & Otterbring, T. (2024, May 28–31). Consumer behavior in the metaverse: The influence of employee avatar presence and product embarrassment. In D. Finken & D. N. Aliman (Chairs), Transcending reality: Unraveling positive and adverse effects of mixed reality product interaction [Special session]. 53rd European Marketing Academy Conference, Bucharest, Romania. https://emac2024.org/assets/docs/final-programme.pdf
Frank, D.-A., Peschel, A. O., DiPalma, J., Otterbring, T., & Steinmann, S. (2023, June). Does Metaverse Fidelity Matter? Testing the Impact of Fidelity on Consumer Responses in Virtual Retail Stores. Abstract from EACR Conference, Paris, France.
Frank, D.-A., Peschel, A. O., Otterbring, T., DiPalma, J., & Steinmann, S. (2023). The impact of metaverse fidelity on consumer responses in virtual retail stores. In M. Nieto García, D. Acuti, J. Sit, & X. Brusset (Eds.), 8th Colloquium on European Research in Retailing (CERR): Book of proceedings (pp. 200–206). University of Portsmouth. https://cerr.sciencesconf.org/data/pages/Book_of_Proceedings_2023.pdf
Frank, D.-A., Peschel, A. O., DiPalma, J., Blumenkranz, D., Otterbring, T., & Steinmann, S. (2023). Does metaverse fidelity matter? Testing the impact of fidelity on consumer responses in virtual retail stores. Proceedings of the European Marketing Academy, 52, Article 114341. https://proceedings.emac-online.org/pdfs/A2023-114341.pdf
Peschel, A. O., Jacobsen, L. F., Frank, D.-A., & Steinmann, S. (2022). VR Retail Lab: An immersive virtual reality (VR) supermarket as a flexible research infrastructure. In NordiCHI '22: Adjunct proceedings of the Nordic Human-Computer Interaction Conference (Article 22, pp. 1–2). Association for Computing Machinery. https://doi.org/10.1145/3547522.3547711
Palmer, S. W., Frank, D.-A., Jacobsen, L. F., & Chrysochou, P. (2022). What’s in a name? Gender suitability of task-specific digital assistants. In C. Flavián, C. Orús, & D. Belanche (Eds.), Proceedings of AIRSI 2022: Technologies 4.0 in tourism, services & marketing (pp. 148–151). University of Zaragoza. https://airsi.unizar.es/wp-content/uploads/docs/2022/program/Proceedings-AIRSI2022.pdf
Frank, D.-A., Jacobsen, L. F., & Søndergaard, H. A. (2022). In companies we trust: Consumer adoption of artificial intelligence services and the role of company trust and AI autonomy. Proceedings of the European Marketing Academy, 51, Article 106906. https://proceedings.emac-online.org/pdfs/A2022-106906.pdf
Arsenovic, J., Otterbring, T., & Frank, D.-A. (2021, November). Employee acknowledgement and the recovering effect of employee-proactivity. Abstract from Nordic Retail and Wholesale Conference (NRWC), Umeå, Sverige.
Stancu, V., Frank, D.-A., Lähteenmäki, L., & Grunert, K. G. (2021). Using self-determination theory to analyse consumer preferences for health and fitness app features. Proceedings of the European Marketing Academy, 50, Article 94538. https://proceedings.emac-online.org/pdfs/A2021-94538.pdf
Frank, D.-A., Chrysochou, P., Mitkidis, P., & Ariely, D. (2020, October). Mitigating the Effect of Uncertainty in Consumer Adoption of Medical Artificial Intelligence. Abstract from European Marketing Academy Conference, Paris, France.
Frank, D.-A., Chrysochou, P., Mitkidis, P., & Ariely, D. (2020). Mitigating uncertainty in consumer adoption of medical artificial intelligence. In J. Argo, T. M. Lowrey, & H. J. Schau (Eds.), Advances in consumer research (Vol. 48, p. 1194). Association for Consumer Research. https://acr.memberclicks.net/assets/docs/vol48.pdf
Palmer, S. W., Chrysochou, P., Mitkidis, P., & Frank, D.-A. (2020, August). The Influence of Gender Bias on Task-Specific Smart Appliances. Abstract from Robo-Philosophy, Aarhus, Denmark.
Frank, D.-A., Ariely, D., Mitkidis, P., & Chrysochou, P. (2019). Consumer trust in artificial intelligence services. In J. E. Richard & D. Kadirov (Eds.), ANZMAC 2019 conference proceedings: Winds of change (pp. 232–235). Victoria University of Wellington. https://confer.nz/anzmac2019/wp-content/uploads/2020/03/ANZMAC-2019-Final-Proceedings-23.03.2020.pdf
Frank, D.-A., Ariely, D., Chrysochou, P., & Mitkidis, P. (2019, November). Consumer’s Trust in Artificial Intelligence Services. Abstract from Society for Judgment and Decision Making, Montreal, Canada.
Frank, D.-A., Chrysochou, P., & Mitkidis, P. (2019, June). Negativity Bias in Consumer Adoption of Innovations and the Role of Trust in Technology. Abstract from Innovation, Entrepreneurship and Knowledge Academy Conference (INEKA), Verona, Italy.
Frank, D.-A., Chrysochou, P., & Mitkidis, P. (2019). The effect of negativity bias on trust in the adoption of innovations: A longitudinal study. Proceedings of the European Marketing Academy, 48, Article 9902. https://proceedings.emac-online.org/index.cfm?abstractid=A2019-9902
Frank, D.-A., Ariely, D., Chrysochou, P., & Mitkidis, P. (2019, March). Consumer’s Trust in Artificial Intelligence Services”, Abstract from GWSB Conference on the Intelligence of Things, Washington DC, United States.
Frank, D.-A., Chrysochou, P., Mitkidis, P., & Ariely, D. (2018, November). Moral Machines: The Challenges of Raising Driverless Cars. Abstract from Society for Judgment and Decision Making, New Orleans, United States.

Policy Briefs

Frank, D.-A., Thøgersen, J., & Zanoli, R. (2026). Building consumer demand for organic food. Policy Brief #7 OrganicTargets4EU. IFOAM Organics Europe, Brussels. https://orgprints.org/id/eprint/56902/1/OrganicTargets4EU_policy%20brief%20%237_Consumers.pdf

Science Communications

Jacobsen, L. F., & Frank, D.-A. (2025). Can DEI (still) be Innovative and Good for Business? https://www.servsig.org/wordpress/2025/09/can-dei-still-be-innovative-and-good-for-business/
Andreassen, T. W., & Frank, D.-A. (2023). ChatGPT and GPT4: A Disruption on the Horizon. https://www.nhh.no/contentassets/d635794b29ad4368836ecfef99bfc7c9/chatgpt-and-gpt4.pdf
Heinonen, K., Andreassen, T. W., Kristensson, P., & Frank, D.-A. (2020). AI in 4 Nordic countries. Norwegian School of Economics. https://www.nhh.no/contentassets/2ab1d13fcc13453291a8f0fca1793712/ai-in-the-nordic-countries.pdf

Software

Peschel, A. O., Frank, D.-A., Jacobsen, L. F., & Steinmann, S. (2025). BSS VR Retail Lab: A Flexible Research Infrastructure for Immersive Virtual Reality Supermarket Studies (Version 1.0) [Unity]. Aarhus University.
Frank, D.-A., & Høeg, A. H. (2022). Custom Model Builder for PROCESS (Version 2.0) [Excel]. https://doi.org/10.17605/OSF.IO/35RW9
Frank, D.-A. (2019). Custom Model Builder for PROCESS 3.1 (Version 1.1) [Excel].
Frank, D.-A. (2018). Custom Model Builder for PROCESS 3.0 (Version 1.0) [Excel].

Monographs / Theses

Frank, D.-A. (2020). Consumer Adoption of Artificial Intelligence Technology: The Role of Ethics and Trust. Doctoral Thesis, Aarhus University, Denmark. https://pure.au.dk/ws/files/428957228/PhD_Dissertation_Darius_Aurel_Frank.pdf
Frank, D.-A. (2016). Consumer intentions towards self-driving cars: An analysis of the factors that facilitate or hinder the adoption of innovative, autonomous vehicles. Master Thesis, Aarhus University, Denmark.
Frank, D.-A. (2013). Exploring approaches for successful monetization of newspapers in the digital age. Bachelor Thesis, University of Münster, Germany.