Dr. Sabrina Eich née Lucke
Phone +49.89.289.24565
Fax +49.89.289.24642
Uptown Munich Campus D, Georg-Brauchle-Ring 60/62, Room L222 (2nd floor)
Office hours: Sabrina is in parental leave
Email: sabrina.eich@tum.de
Professional career
Sabrina Eich graduated in Business Administration from FH Stralsund (BBA) and École Supérieure de Commerce Montpellier (B.Sc.). After her graduation, she has worked for two years in the marketing department of the BMW Group. She obtained her master‘s degree in Consumer Affairs (M.Sc.) at TUM. During her studies, she has spent two semesters at École Supérieure de Commerce Montpellier in France and one semester at Aarhus University in Denmark. Sabrina is an active volleyball and beach volleyball player and likes to hike and snowboard. In July 2019 Sabrina Eich completed successfully her dissertation entitled " Persuasive Communication to Promote Health and the Environment".
Research interests
Within her dissertation, Sabrina Eich focused on determining meaningful influencing factors of message processing in health- and environmental communication. Particularly, she is interested in the mechanisms of psychological reactance within (social) marketing in order to capture individual consumer reactions to such campaigns and to be able to provide recommendations for designing persuasive messages. Further research interests include innovative approaches and strategies as to promote healthy and environmental-friendly lifestyles such as regular cycle commuting or maintaining a healthy diet.
Publications
Publications in peer-reviewed journals
Publications in conference proceedings
Lucke, Sabrina, Joerg Koenigstorfer, and Angela Y. Lee (2017): Rejecting the Person Leads to Rejecting the Message: Extending the Theory of Psychological Reactance, in: Leaving footprints, Proceedings of the 46th European Marketing Academy Conference, Groningen 2017.
Book chapters
Lucke, S. & Heinze, J. (2015): Kaufanreize durch Nachhaltigkeit schaffen – Potentialanalyse von Cause-Related Marketing für Versicherungs-Apps. In: Linnhoff-Popien, C.; Zaddach, M.; Grahl, A. (Hrsg.) Marktplätze im Umbruch. Digitale Strategien für Services im Mobilen Internet (p. 247-254). Berlin: Springer Berlin.