Marketing ZFP最新文献

{"title":"Titelei/Inhaltsverzeichnis","authors":"","doi":"10.15358/0344-1369-2019-1-1","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-1-1","url":null,"abstract":"","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"36 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":"124119561","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":"Effect of the Information about the Use and Non-Use of Photoshopping of Female Ad Models on Brand Attitudes of Young Female Consumers","authors":"Christina Pappenheim, H. Gierl","doi":"10.15358/0344-1369-2023-3-4","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-3-4","url":null,"abstract":"There is a public debate about whether marketers should be required to provide information about photoshopping when they use idealized images of female ad models. Proponents of such information expect that this measure will counteract diminished self-esteem in young females and reduce consumer deceptions. In two experiments, we examine the effects of three factors: the depiction of female ad models in their idealized vs. Authentic appearance, the presence vs. absence of information that an idealized model has been digitally retouched, and the presence vs. Absence of information that a model shown in her authentic appearance has not been digitally retouched. We contribute to research as we focus on the impact on brand attitudes while previous research has mainly focused on the influence on self-esteem. We present new findings that could assist decisions in practice: For most beauty product categories, we find that non-extreme levels of model idealization result in highest brand attitudes. Information about photoshopping ad modelspromoting beauty products leads to lower brand attitude. Information about the non-use of photoshopping authentic ad models tends to result in higher brand attitudes.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"17 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121008481","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 Participation in the Specification of Services: The Role of Psychological Ownership and Participation Enjoyment","authors":"T. Robbert, Lennart Straus, S. Roth","doi":"10.15358/0344-1369-2019-1-39","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-1-39","url":null,"abstract":"Obwohl für viele Konsumenten der Preis ein wichtiges Entscheidungskriterium ist, verzichten sie vor dem Kauf von Dienstleistungen nur ungern auf eine kompetente Fachberatung vor Ort. Dabei können Kunden durch eine Mitwirkung bei der Angebotserstellung die mit dem Kauf verbundene Unsicherheit reduzieren oder eine bessere Anpassung der Leistung an ihre Bedürfnisse erzielen. Da die Beratung und Spezifizierung einer Dienstleistung vor dem Kaufabschluss erfolgt, ist der Kunde für die Durchführung der Kauftransaktion allerdings nicht zwingend an einen speziellen Anbieter gebunden. Vielmehr steht dem Kunden häufig eine Vielzahl unterschiedlicher Alternativoptionen zur Verfügung, so dass sich der Anbieter mit opportunistisch handelnden Kunden konfrontiert sieht. So lassen sich Kunden beispielsweise zunächst im Fachgeschäft ein individualisiertes Angebot machen und setzen dieses Wissen beim Kauf einer artverwandten Leistung bei einem anderen Anbieter ein. Da viele Dienstleister vor der Einführung einer Gebühr für eine Angebotserstellung zurückschrecken, stehen diese daher vor dem zentralen Problem, für die zeit- und kostenintensive Spezifizierungsphase nicht entlohnt zu werden. Die Frage, wie Anbieter so agieren können, dass Kunden den Kauf auch tatsächlich bei ihnen abschließen, wird somit zentral. Die vorliegende Studie untersucht mit einem Experiment, wie sich eine stärkere Kundenmitwirkung bei der Spezifizierung der Dienstleistung auf die Kaufabsicht der Kunden auswirkt. Die Studie fokussiert dabei beispielhaft auf Kunden eines Küchenstudios, die mit einem Anbieter gemeinsam das Layout für eine auf die individuellen Anforderungen zugeschnittene Küche entwerfen. In ähnlicher Weise untersucht die Studie Interaktionen zwischen Urlaubern und Reisebüromitarbeitern bei der Erstellung eines persönlichen Reiseplans. Die Ergebnisse der Studie legen nahe, dass Anbieter von einer stärkeren Kundenmitwirkung bei der Spezifizierung auf verschiedene Weisen profitieren können. Sie zeigen, dass eine starke Einbindung in den Spezifizierungsprozess dazu führt, dass die Leistung möglichst gut auf die Bedürfnisse des Kunden angepasst wird. Darüber hinaus wird deutlich, dass durch die Mitwirkung auch positive psychologische Gründe stimuliert werden, die einen Kaufabschluss begünstigen. So legen die Ergebnisse nahe, dass Kunden die aktive Mitwirkung Freude bereitet. Zudem kann gezeigt werden, dass eine hohe Mitwirkung zur Entstehung von psychologischem Eigentum beitragen kann. Demnach empfinden Kunden beispielsweise eine Küche oder eine Reise, die sie aktiv mitgestaltet haben, als „ihre Küche“ oder „ihre Reise“, bevor sie sich überhaupt zum Kauf entschlossen haben. Alle positiven Faktoren der Kundenmitwirkungen tragen dazu bei, dass die Bereitschaft steigt, die Leistung tatsächlich zu kaufen.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"369 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":"124629983","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":"Latent Class Conjoint Choice Models: A Guide for Model Selection, Estimation, Validation, and Interpretation of Results","authors":"Friederike Paetz, Maren Hein, P. Kurz, Winfried Steiner","doi":"10.15358/0344-1369-2019-4-3","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-4-3","url":null,"abstract":"The consideration of preference heterogeneity in consumer choice behavior has become state of the art. In addition, the identification of consumer segments remains essential for marketing managers. For disaggregate consumer choice data representing the basis of segmentation, the latent class multinomial logit (MNL) model is currently the most popular approach for estimating segment-specific preferences. After addressing the theoretical background of the latent class MNL model, we use an empirical choice-based conjoint data set to illustrate model estimation and validation, as well as how the estimation results should be interpreted. A particular focus lies on the model selection process, i.e. the determination of an appropriate number of segments. We further work out interpretation pitfalls when the existing preference heterogeneity of consumers is ignored. This will ultimately provide a guide for applying the latent class MNL model regarding model selection, estimation, validation, and interpretation of results both from a statistical and managerial perspective.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"10 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":"117144632","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":"Creating a Sincere Look: Face Ratios of Brand Mascots Affect Social Categorisation and Trust","authors":"U. Messer, S. Wölfl, J. Feste","doi":"10.15358/0344-1369-2019-2-37","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-2-37","url":null,"abstract":"Firms deploy humanised entities such as mascots or avatars in many ways. These entities have multiple purposes, including brand representation, brand message transfer, or online customer assistance. Prior research on the deployment of humanised entities has provided insight into the impact of the design of such entities. However, the existing research has primarily focused on obvious dimensions of design, such as avatar type or perceived attractiveness.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"3 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":"126460826","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":"Titelei/Inhaltsverzeichnis","authors":"","doi":"10.15358/0344-1369-2021-1-2-1","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-1","url":null,"abstract":"Abstract_dt.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"49 3 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":"117216770","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":"Smart Transformative Services to Defuse Crises?","authors":"Kira Marie Heimann, Nicola Bilstein, M. D. Haurand","doi":"10.15358/0344-1369-2023-1-48","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-1-48","url":null,"abstract":"Smart transformative services such as digital contact tracing apps are a means to offer transformative and economic value by selfmonitoring contacts and improving the well-being of users, while also reducing concerns when using services during pandemics such as COVID-19. In this study, we identify significant factors as well as communication and promotion strategies to encourage digital contact tracing app nonusers to use such apps in order to benefit from their value-creating potential. This research contributes to transformative service literature by identifying digital contact tracing apps as a means to regain confidence in using services during a pandemic, thereby offering transformative and economic value. By integrating two trust dimensions as meaningful mediators, this research sheds light on the conditions under which social influence and Internet privacy concerns influence nonusers’ usage intention. Moreover, the results not only identify significant factors influencing intended app usage but also reveal strategies for increasing actual app usage.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"1 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":"128921923","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":"Emoji Your Story: The Advertising Effectiveness of Emoji-Based Narratives","authors":"Vanessa Haltmayer, H. Gierl","doi":"10.15358/0344-1369-2021-1-2-67","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-67","url":null,"abstract":"Emojis are often used as single symbols to express emotions. Moreover, they serve as paralanguage in mass media and digital communication. Emojis are also used to tell narratives in advertising. Thus far, the latter usage of emojis has not been investigated. In two studies, we investigated the effectiveness of emoji-based narratives compared with textual narratives. Based on the data obtained from a thought-listing task, we found that consumers focus on solving the emoji puzzle when emojis are presented, whereas textual narratives are seldom replicated in such detail and induce additional thoughts about product features. We found the following five mediating effects: emoji-based narratives influence brand attitudes and the propensity to follow recommendations (provided in social-marketing campaigns) through 1. higher levels of narrative transportation, 2. higher perceptions of ad originality, 3. lower message comprehensibility, 4. stronger curiosity, and 5. lower perceptions of brand/organization trustworthiness. In total, emoji puzzles proved to be advantageous compared with textual narratives, with one exception: if the ad promoted advice that had no immediate and direct relevance for to the consumers’ lives (e.g., avoiding the use of animal-tested cosmetics and contributing to the preservation of the Amazon rainforest), the participants showed a low propensity to solve the emoji puzzle.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"118 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":"127992695","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":"Missing Data - Better \"Not to Have Them\", but What If You Do? (Part 1)","authors":"Dirk Temme, Sarah Jensen","doi":"10.15358/0344-1369-2019-4-21","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-4-21","url":null,"abstract":"Missing values are ubiquitous in empirical marketing research. If missing data are not dealt with properly, this can lead to a loss of statistical power and distorted parameter estimates. While traditional approaches for handling missing data (e.g., listwise deletion) are still widely used, researchers can nowadays choose among various advanced techniques such as multiple imputation analysis or full-information maximum likelihood estimation. Due to the available software, using these modern missing data methods does not pose a major obstacle. Still, their application requires a sound understanding of the prerequisites and limitations of these methods as well as a deeper understanding of the processes that have led to missing values in an empirical study. This article is Part 1 and first introduces Rubin’s classical definition of missing data mechanisms and an alternative, variable-based taxonomy, which provides a graphical representation. Secondly, a selection of visualization tools available in different R packages for the description and exploration of missing data structures is presented.","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":"132439161","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":"Rewards for a Healthy Lifestyle: The Impact of Reward Type and Timing in Pay-As-You-Live Pricing","authors":"F. Unger, M. Steul-Fischer","doi":"10.15358/0344-1369-2023-1-66","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-1-66","url":null,"abstract":"The emergence of pay-as-you-live (PAYL) pricing mechanisms in health insurance represents a promising development with the potential to reduce long-term costs for insurers via encouraging healthier lifestyles among consumers. PAYL plans reward consumers’ health-promoting behaviors with a discount on their insurance premium or with cash or non-cash bonuses. We conducted two experimental studies investigating the impact of reward type (discounts on insurance premiums, cash rewards, non-cash rewards) and reward timing (monthly, annually) on consumers’ health behavior intentions. Our findings show that consumers’ reward evaluation mediates the influence of reward type on consumers’ health behavior intentions. Evaluations of discounts on premiums and cash rewards are more positive than those of non-cash rewards. Further, monthly rewards lead to significantly stronger health behavior intentions than do annual rewards.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"234 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":"132946159","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}