Concepedia

Author

Mira Mayrhofer

University of Vienna

Also Known As

Mira Mayrhofer

21

Publications

365

Citations

7

H-Index

54

Concepts

All Affiliations

University of Vienna
MM

About

Mira Mayrhofer is an author at University of Vienna specializing in media effects, arts, and persuasion.

Top Concepts

#ConceptH-IndexPublicationsCitations

1

Arts

3

3

227

2

Education

1

1

18

3

Health Sciences

1

1

35

4

Management

1

1

192

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Public Health

1

1

35

Mira Mayrhofer

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6

Publications

340

Citations

6

H-Index

YearCitations

User generated content presenting brands on social media increases young adults’ purchase intention

Mira Mayrhofer, Jörg Matthes, Sabine Einwiller,

International Journal of Advertising

2019

192

Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation

Brigitte Naderer, Jörg Matthes, Franziska Marquart,

International Journal of Advertising

2016

56

Shaping children's healthy eating habits with food placements? Food placements of high and low nutritional value in cartoons, Children's BMI, food-related parental mediation strategies, and food choice

Brigitte Naderer, Jörg Matthes, Alice Binder,

Appetite

2017

35

Healthy, sweet, brightly colored, and full of vitamins: cognitive and affective persuasive cues of food placements and children’s healthy eating behavior

Brigitte Naderer, Alice Binder, Jörg Matthes,

International Journal of Advertising

2020

22

Drinking at Work: The Portrayal of Alcohol in Workplace-Related TV Dramas

Mira Mayrhofer, Jörg Matthes

Mass Communication & Society

2017

18

Mass Media as Alcohol Educator for Everyone? Effects of Portrayed Alcohol Consequences and the Influence of Viewers’ Characteristics

Mira Mayrhofer, Brigitte Naderer

Media Psychology

2017

17

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