Marketing ZFP最新文献

{"title":"Hierarchical Bayes Conjoint Choice Models - Model Framework, Bayesian Inference, Model Selection, and Interpretation of Estimation Results","authors":"Nils Goeken, P. Kurz, Winfried Steiner","doi":"10.15358/0344-1369-2021-3-49","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-3-49","url":null,"abstract":"Choice-based conjoint (CBC) is nowadays the most widely used variant of conjoint analysis, a class of methods for measuring consumer preferences. The primary reason for the increasing dominance of the CBC approach over the last 35 years is that it closely mimics real choice behavior of consumers by asking respondents repeatedly to choose their preferred alternative from a set of several offered alternatives (choice sets). Within the framework of CBC analysis, the multinomial logit (MNL) model is the most frequently used discrete choice model due to the existence of closed form solutions for conditional choice probabilities. The popularity of CBC and the MNL model has grown even more since the introduction of hierarchical Bayesian (HB) estimation techniques that accommodate individual consumer heterogeneity in choice data, and which have now become state-of-the-art in marketing theory and practice. Still, researchers and practitioners have to make further decisions under this framework (CBC, MNL, HB estimation), such as how to represent preference heterogeneity. Here, using a normal distribution (and therefore a unimodal distribution) has become the standard approach in the marketing literature. However, the thin tails of the normal distribution suggest that the standard HB-MNL model should not be the “go-to” approach to approximate multimodal preference distributions, because individual preference patterns lying at the tails of the normal distribution (i.e., that do not fit well with the assumption of a unimodal distribution) tend to be shrunk to the population mean. This shrinkage, especially in multimodal data settings, could mask important information (e.g., new or different structures in the data). A mixture of normal distributions avoids this limited flexibility of the most simple continuous approach of assuming a unimodal prior heterogeneity distribution. There are currently two prominent HB-CBC modeling approaches embedding the mixture-of-normals (MoN) approach: the more widespread MoN-HB-MNL model, and the Dirichlet process mixture (DPM)-HB-MNL model. In this article, we review the prominent HB-MNL model (with its normal prior), the MoN-HB-MNL model, and the DPM-HB-MNL model and apply them to an empirical multi-country CBC data set. We compare the statistical performance of the three models in terms of goodness-of-fit and predictive accuracy, show how to include consumer background characteristics in the upper level of these models, and illustrate how to interpret the estimation results (with a special focus on cross-county heterogeneity). In sum, our article serves as a kind of user guide to the estimation and interpretation of Hierarchical Bayes Conjoint Choice Models. For our data, we observed that all three choice models (both with and without consumer background characteristics) resulted in a one-component solution. The DPM-HB-MNL model nevertheless yielded a higher cross-validated hit rate compared to the MoN-HB-MNL and the HB-MNL m","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"75 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124737458","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Are Slim Models Doing Better? Advertising Effect of Model Body Size","authors":"H. Gierl","doi":"10.15358/0344-1369-2019-3-3","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-3-3","url":null,"abstract":"Advertisements frequently contain images of persons (models) in a decorative role. Advertisers have to decide what characteristics these models should have (gender, age, pose, clothing, facial expression, etc.). Among these characteristics, the model’s body size is an important aspect. Numerous previous studies have shown that the model’s body size has an impact on how positively consumers evaluate the promoted product. One must admit that the model’s body size used in advertisements has evoked controversial debates in recent years. While using slim models was not strongly criticized some decades ago, severe public concerns have been expressed in recent years. Advertisers (and “media” in general) have been accused of fostering many problems by using very slim models: body dissatisfaction, eating disorders, bulimia, anorexia, and demand for plastic surgery, among others. As a response to these concerns, editors of some magazines decided to refrain from depicting very slim models anymore. Some brands used images of average-sized persons for promoting their brands. The most famous example was the “Real Women” campaign for Dove cosmetics, a Unilever brand. The overwhelming economic success of this campaign may be due to its innovativeness and originality and not due to the use of average-sized models per se, because this campaign was the first well-known campaign that used average-sized models. However, such campaigns could reduce potential detrimental effects when models are depicted; they could prevent consumers from developing a negative image of their body, i.e., they could avoid impairment of appearance self-esteem.Therefore, we investigated how young consumers respond at present to products when slim, average-sized, or heavy models are shown in advertisements that do not strongly emphasize the body size of the depicted models. From our studies, we derive the following recommendations: 1. If average-sized or heavy young consumers are targeted, average-sized models are advantageous. If the audience of the company consists of slim young consumers, slim models should be depicted. 2. This advice is not contingent on whether appearance-related or appearance-unrelated products are promoted.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131749205","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Customer Cognitive Appraisals of Differential and Dynamic Pricing","authors":"Silke Bambauer-Sachse, A. Young","doi":"10.15358/0344-1369-2022-4-3","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-4-3","url":null,"abstract":"This study examines the mechanisms of cognitive appraisal theory in the context of dynamic pricing. The aim is to investigate the differences in cognitive appraisals by comparing dynamic pricing and simpler forms of price differentiation, as well as differences in appraisals between goods and services. The reactions examined in one qualitative and one quantitative study are the customers’ feelings of being exploited, price complexity perceptions, and intentions to spread online word-of-mouth (eWOM). The qualitative results indicate that customers are less aware of dynamic pricing for goods than services and that there is a strong feeling of being exploited, which can lead to negative word-of-mouth. The quantitative results support these findings as customers react more negatively to dynamic pricing than to simpler forms of differential pricing. For goods, intentions to spread eWOM are mainly driven by feelings of being exploited, while for services, the main effect runs through price complexity perceptions.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121538227","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Drivers of Corporate Reputation and Its Differential Impact on Customer Loyalty","authors":"Manfred Schwaiger, Alexander Witmaier, T. Morath, Gerrit Hufnagel","doi":"10.15358/0344-1369-2021-4-3","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-4-3","url":null,"abstract":"Managing corporate reputation as a pivotal intangible asset has become a key objective for companies, since corporate reputation leads to a variety of favourable outcomes, amongst oth-ers customer loyalty. However, research on the corporate reputation-loyalty link has mainly treated corporate reputation as a unidimensional construct that reflects mostly cognitive as-pects. We address this shortcoming with two studies using a two-dimensional conceptualisa-tion of corporate reputation. The first study offers a nuanced perspective on the corporate rep-utation-loyalty link by taking into account a cognitive component as well as an affective com-ponent and assessing their impact on loyalty. The second study sheds light on aspects that drive the two reputation dimensions, i.e. organisational competence and likeability. In our panel regression approach, we use a data set consisting of surveys that were conducted in more than 20 countries to sample reputation and loyalty data for six B2B/B2C companies op-erating in the pharmaceutical industry.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115525797","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Financial Risk Proneness Explains the \"Sex Sells” Hypothesis in Relation to Luxury Brands","authors":"H. Gierl, Boris Bartikowski, F. Fastoso","doi":"10.15358/0344-1369-2022-3-60","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-3-60","url":null,"abstract":"Owing to their premium prices, luxury brands carry considerable financial risk for consumers. Drawing from evolutionary research, we theorize that exposure to eroticism in luxury advertising enhances consumers’ willingness to take financial risks and, through it, evaluations of the advertised brand. We test these expectations experimentally in two studies (N = 465; N = 105) and for three categories of luxury brands (wristwatches, vodka, and perfumes), using different measures of risk proneness and brand evaluations. Both studies lend broad support to our expectations. We find that increased risk proneness through erotic advertising in the field of luxury goods improves brand evaluations if the goods can be used for conspicuous consumption and in all model-gender/consumer-gender combinations except of the male-model/male-consumer constellation.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123237954","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Actor Engagement in Business Model Innovation - The Role of Experimentation in New Ventures' Business Model Design","authors":"S. Roth, S. Mentges, T. Robbert","doi":"10.15358/0344-1369-2021-4-45","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-4-45","url":null,"abstract":"This study emphasizes the interplay between thought experimentation (Felin and Zenger 2009) and actor engagement (Brodie et al. 2019) in the pre-seed phase of the business model design process for new ventures (Snihur and Zott 2020). The review on entrepreneurial learning and action revealed that, while the experiential learning benefits of experimentation are largely undisputed, we know little about cognition and thought experimentation in business model innovation. This aspect, however, is crucial to new ventures, which are particularly vulnerable to uncertainty and financial constraints. Experimentation needs to be considered at a more profound level of analysis. This study draws on qualitative interviews with founders to uncover three forms of thought experimentation: purposeful interactions, incidental interactions, and theorising. We perceive thought experimentation as a process by which entrepreneurs cognitively and through interactions with other actors, evaluate their business model. The study also specifies six roles of engagement behaviour, including teaching, supporting, mobilising, co-developing, sharing, and signalling, by which actors influence the three forms of thought experimentation.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"243 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128809353","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Interface Between Marketing and Sales: The State of the Art and a Research Agenda","authors":"Sören A. Radtke, Marian E. Paul","doi":"10.15358/0344-1369-2021-1-2-9","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-9","url":null,"abstract":"Marketing and sales often have to work hand in hand. Therefore, several studies have investigated the drivers and consequences of the quality of cooperation between the two departments. We review empirical research on the effect of the quality of cooperation on business performance and on the drivers of the quality of cooperation, to achieve two objectives. First, we summarise the most important findings on the marketing–sales interface in a compact and structured way to give guidance to managers on how to facilitate high-quality cooperation. Second, we identify the major gaps in the literature and outline a research agenda with suggestions for future research on how to address them.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126761366","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Transparent Price Labelling for Sustainable Products: A Boost for Consumers' Willingness to Buy?","authors":"Hanna Reimers, Stefan Hoffmann","doi":"10.15358/0344-1369-2019-2-21","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-2-21","url":null,"abstract":"and analyzes the effectiveness of a novel product labelling approach, which is specific on both the sustainability characteristics and the price mark-up charged for such properties. A 2 (sustainabili-ty information) × 2 (price labelling scheme) × 2 (price level) between-subjects experiment with base price of Implications for and future research","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"80 5 Suppl 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126222986","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Judging a Book by Its Cover: Assessing the Comprehensibility and Perceived Appearance of Sign Language Avatars","authors":"Sandra Pauser, Udo Wagner","doi":"10.15358/0344-1369-2020-3-48","DOIUrl":"https://doi.org/10.15358/0344-1369-2020-3-48","url":null,"abstract":"The use of avatars is gaining popularity in today’s digitalized world. These computer-animated agents not only act as virtual shopping assistants to compensate for the impersonal feel of an online store, but are also frequently employed in gaming and social networking, and have recently served as animated characters for translation in the deaf community. New technological developments (sign language avatars) offer significant advantages for deaf users in daily interactions. This article explores how attitudes towards avatars, and subsequent satisfaction with the design company involved, can be increased through various measures. This experimental study manipulates the physical traits of signing avatars (gender, hairstyle, and dress) and analyses the outcomes in terms of their perceived properties, appearance, and comprehensibility, as well as more direct indicators of success (attitudes towards these avatars and satisfaction with the company). An industry partner cooperated in the empirical study to ensure the external validity of the findings.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"196 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131719279","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Determinants of Consumer Attitudes Toward Prosocial Products: A Focus on the Communication of Love (vs. Pride, Hope, and Compassion) Within Advertisements","authors":"H. Gierl","doi":"10.15358/0344-1369-2023-1-4","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-1-4","url":null,"abstract":"Marketers often use appeals that emphasize the responsibility and the consequences of consumer decisions to help persons, animals, and nature in need, or they use appeals that evoke the predominantly negative emotion of compassion. We focus on another type of appeal that marketers might use: the promise of experiencing positive emotions. We use broaden-and-built theory to conclude that the promise of experiencing positive emotions when helping others increases consumers’ willingness to engage in prosocial behavior. We use emotional-appraisal theory to conclude that the promise of experiencing love is more effective than the promise of experiencing pride or hope. Our research is innovative in that we tested the promise of positive emotions. This kind of message can be used in an advertising environment. We created print advertisements of companies promoting products that promised the experience of love, pride, or hope and ad versions that included an appeal for compassion (supplemented with an emotion-absent condition). The ads promoted fair-trade products aimed at helping farmers in need, products that help endangered animal species, and products that addressed nature as a whole in need. We mostly found support for our hypotheses. However, the promise of experiencing love by taking care of nature by purchasing special products was not effective.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131833764","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}