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Dr Simone Mueller Loose 

Position: Adjunct Senior Research Fellow Dr Simone Mueller Loose
Division/Portfolio: University of South Australia Business School
School/Unit: School of Marketing
Campus: City West Campus
Email: Simone_dot_Mueller_at_unisa_dot_edu_dot_au
URL for Business Card: http://people.unisa.edu.au/Simone.Mueller

Simone is Professor for Business Administation of the Wine and Beverage Sector at Geisenheim University in Germany. Her research examines choice decisions and consumers' food purchase behaviour.

Simone was awarded a Marie Curie Incoming Research Fellowship from the European Comission and analyses sconsumers' food choices with MAPP - Centre for Research on Customer Relations in the Food Sector. Simone was a Chief Investigator and Project Manager of a GWRDC funded wine marketing project 'Determining the relative importance to wine consumers of sensory and non-sensory attributes on liking and choice: a cross-cultural study' to develop a method for the prediction of consumer's wine choices on international wine markets.

Simone is an Adcunct Senior Research Associate of the Ehrenberg-Bass Institute for Marketing Science.

Simone is an editorial board member of the International Journal of Wine Business Research (IJWBR) and the Journal of Sensory Studies and reviews for a large number of marketing and food journals.

Links to other sites

Google Scholar Profile


Professional associations

Academy of Wine Business Research (AWBR)

American Agricultural Economics Association (AAEA)

European Marketing Academy (EMAC)


Habilitation (Facultas Docendi) in Agricultural and Nutritional Marketing at Christian-Albrechts-University in Kiel, Germany

PhD Economics, Dresden University of Technology, Germany (Dr. rer. pol.)
"The Country-of-Origin Effect of Sparkling Wine - an Empirical Examination under Combination of Compositional and Decompositional Methods"

Master of Business Administration, Dresden University of Technology, Germany

DAAD Scholar Göteborg Universitet, Sweden

Research interests

  • Research methods in consumer research
  • Discrete Choice Analysis and shelf simulations
  • Modelling consumer heterogeneity
  • Eye tracking research
  • Sensory research
  • Influence of food claims on consumer choice

Research publications


Mueller Loose, S. (2014) Current Insights into Consumer Food Preferences, Habilitation Thesis at the Faculty of Agriculture and Nutritional Science Christian-Albrechts-University Kiel (Germany).

Blum, U., Müller, S., Weiske, A. (2006): Applied Industrial Economics: Theories, Models, Applications (in German), Gabler Verlag, Wiesbaden.

Müller, S. (2006): The Country-of-Origin effect of sparkling wine - an empirical examination under combination of compositional and de-compositional methods (in German), TUDpress Verlag der Wissenschaften.

Book chapters

Mueller Loose, S. (2012). Price as purchase barrier? Willingness to pay for healthy food products, in: Hoffmann, S., Schwarz, U., Mai, R. (eds): Applied Health Marketing, Springer Publ., 209-222 (in German).

Mueller, S. (2011), Market research methods – an overview, in: Fleuchaus, R., Arnold, R. (eds.), Wine Marketing, Gabler Verlag, 37-73 (in German).

Kern, M., Mueller, S. (2011), Sensory consumer research for wine marketing, in: Fleuchaus, R., Arnold, R. (eds.), Wine Marketing, Gabler Verlag, 75-101 (in German).

Lockshin, L., Mueller, S. (2010), Pricing for new product development. in: Jaeger, S. & MacFie, H.(eds.) Consumer driven innovation in food and personal care products, Woodhead Publishing, Cambridge, ISBN 1439827869, 303-331.

Refereed journal papers

Scozzafava, G., Corsi, A.M., Casini, L., Contini, C., Mueller Loose, S. (2015) Using the animal to the last bit: Consumer preferences for different beef cuts, Appetite (96), 70-79. link

Umberger, W., Stringer, R., Reardon, T., Mueller Loose, S. (2015) Exploring Indonesian Potato Farmers' Market Channel Choice: A Best-Worst Scaling Approach, Bulletin of Indonesian Economic Studies, 51(3), 461-477 link

Loebnitz, N., Mueller Loose, Grunert, K. (2015): Impact of situational factors on process attribute uses for food purchases, Food Quality and Preference, 44, 84-91. link

Grunert, K., Mueller Loose, S., Zhou, Y., Tinggaard, S. (2015): Extrinsic and intrinsic quality cues in Chinese consumers' purchase of pork ribs, Food Quality and Preference, 42(6), 37-47. link

Orquin, J.L., Mueller Loose, S. (2013) Attention and Choice: A Review on Eye Movements in Decision Making, Acta Psychologica, 144(1), 190-206. link

Orquin, J.L., Bagger, M., Mueller Loose, S. (2013) Learning affects top down and bottom up modulation of eye movements in decision making, Judgment and Decision Making, 8(6), 700-716. fulltext

Mueller Loose, S., Peschel, A., Grebitus, C. (2013) Quantifying effects of convenience and product packaging on consumer preferences and market share of seafood products: the case of oysters, Food Quality and Preference, 28(2), 492-504. link

Mueller Loose, S., Remaud, H. (2013), Impact of corporate social responsibility claims on consumer food choice, British Food Journal, 115 (1), 142-166. link.

Mueller Loose, S., Lockshin, L. (2013) Testing the robustness of best worst scaling for cross-national segmentation with different numbers of choice sets, Food Quality and Preference, 27, 230-242. link

Fernández-Polanco, J., Mueller Loose, S., Luna, L. (2013) Are retailers' preferences for seafood attributes predictive for consumers wants? Results from a choice experiment for Seabream (Sparus aurata), Aquaculture Economics and Management, 17(2), 103-122 link.

Mueller Loose, S., Jaeger S.R. (2012): Factors that influence beverage choices at meal times: An application of the food choice kaleidoscope framework, Appetite, 59, 826-836. link

Mueller Loose, S., Szolnoki, G. (2012) Market price differentials for food packaging characteristics, Food Quality and Preference, 25(2), 171-182. link

Thompson, K., Hirsch, L., Mueller Loose, S., Sharma-Brymer, V., Rainbird, S., Titchener, K. Thomas, M., Dawson, D. (2012). Riding a mile in their shoes: Understanding Australian metropolitan rail passenger perceptions and experiences of crowdedness using mixed-methods research, Road and Transport Research, 21 (2), 54-67. link

Corsi, A. M., Mueller, S., Lockshin, L. (2012), Let’s see what they have... What consumers look for in a restaurant wine list, Cornell Hospitality Quarterly, 53(2), 110-121. link

Mueller, S., Remaud, H., Chabin, Y. (2011), How strong and generalisable is the Gen-Y phenomenon? A cross-cultural study for wine. International Journal of Wine Business Research, Vol. 23 (2), 125-144. link.

Mueller, S., Charters, S. (2011), Generation Y and wine, guest editorial. International Journal of Wine Business Research, Vol. 23 (2). link.

Mueller, S., Lockshin, L., Louviere, L. (2010): What you see may not be what you get: Asking consumers what matters may not reflect what they choose. Marketing Letters, 21(4),335-350. link.

Mueller, S., Osidacz, P., Francis, L., Lockshin, L. (2010), Combining discrete choice and informed sensory testing of extrinsic in a two-stage process: Can it predict wine market share?, Food Quality and Preference, 21(7), 741-754. link

Jarvis, W., Mueller, S., Chiong, K. (2010), A latent analysis of images and words in wine choice, Australasian Marketing Journal 18, 138-144. link

Mueller, S., Szolnoki, G. (2010), The relative influence of packaging, labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness, Food Quality and Preference, 21(7), 774-783. link

Mueller, S., Lockshin, L., Saltman, Y., Blanford, J. (2010), Message on a bottle: The relative influence of wine back label information on wine choice, Food Quality and Preference, Vol. 21(1), 22-32. link

Mueller, S., Francis, L., Lockshin, L. (2009), Comparison of Best-Worst and Hedonic Scaling for the Measurement of Consumer Wine Preferences, Australian Journal of Grape and Wine Research, Vol. 15 (3), 205-215. link

Mueller, S., Rungie, C. (2009), Is there more information in Best Worst choice data? Using the attitude heterogeneity structure to identify consumer segments, International Journal of Wine Business Research, Vol. 21(1), 24-40. link
Outstanding Paper Award Winner of Emerald Literati Network Awards for Excellence 2010

Kaim, E., Mueller, S. (2009): Analysis of supply chain management: Case studies on the market for nursery products in Germany, Acta Horticulturae (ISHS) 831:123-130. link

Müller, S. (2004): The German Wine Law from an Information Economics Perspective, International Journal of Wine Marketing, (16) 2004, p. 76-100. link

A complete publiction list can be found here

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