News: Forschung

Paper accepted in Journal of Marketing Research

23.07.2015 -

The paper titled “The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect,” authored by Marcel Lichters, Claudia Brunnlieb, Marko Sarstedt, Bodo Vogt (Otto-von-Guericke-University Magdeburg) and Gidi Nave (California Institute of Technology) has been accepted for publication in Journal of Marketing Research – the most prestigious Marketing journal worldwide.

In their paper, the authors study how serotonin brain levels influence (1) subjects’ tendency to avoid buying, and (2) their preference for product options that are positioned as a compromise in a given choice set rather than for more extreme alternatives (i.e., the compromise effect). The results show that a reduction of serotonin brain levels leads to choice deferral and eliminates the compromise effect, both as a within-subjects and as a between-subjects choice phenomenon. As such, this study provides neurobiological evidence for the assumption that the compromise effect is the result of deliberate and demanding thought processes rather than intuitive decision-making. For more information, please click here.

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Prestigious Emerald Citations of Excellence award

09.07.2015 -

The article “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research,” published in Journal of the Academy of Marketing Science, 2012) has been selected as a winning paper in the prestigious Emerald Citations of Excellence for 2015. In this paper, Joe F. Hair (Kennesaw State University), Marko Sarstedt (OvGU), Christian M. Ringle (Hamburg University of Technology) and Jeannette A. Mena (University of South Florida) offer a comprehensive review of all PLS-based studies published in the top 30 marketing journals in a 30-year period and derive recommendations for the technique’s future use. The selection process made by Emerald editorial experts is based initially on the citations being given to papers published in a previous year (in this case 2012), but the judging panel also takes into account the content of the papers themselves in terms of novelty, inter-disciplinary interest and relevancy in today’s world. Article access at:

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PLS-SEM awarded as the Outstanding Paper of 2014

27.05.2015 -

We are pleased to announce that Prof. Sarstedt was awarded for his paper “Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research” published in European Business Review. The journal's editorial team selected it to be the "Outstanding Paper of 2014".

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New publication on PLS-SEM

30.03.2015 -

The paper titled “Testing Measurement Invariance of Composites Using Partial Least Squares,” has been accepted for publication in International Marketing Review. In the paper, Jörg Henseler (University of Twente, The Netherlands), Christian M. Ringle (Hamburg University of Technology) and Marko Sarstedt (Otto-von-Guericke-University Magdeburg) propose a novel three-step procedure to analyze the measurement invariance of composite models (MICOM) when using variance-based SEM, such as partial least squares path modeling (PLS). Results from a large-scale simulation study and an empirical study provide support for the approach’s suitability to analyze the measurement invariance in PLS applications.

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New publication on context effects

30.03.2015 -

The paper titled “On the Practical Relevance of the Attraction Effect: A Cautionary Note and Guidelines for Context Effect Experiments,” authored by Marcel Lichters, Marko Sarstedt, and Bodo Vogt (all Otto-von-Guericke-University Magdeburg) has been accepted for publication in AMS Review, a premier marketing journal that focuses exclusively on conceptual and theoretical contributions across all sub-discipline areas in the field of marketing. The paper ties in with the recent debate on the robustness and usefulness of context effects, according to which consumers’ preferences shift as a result of the addition of further product options. The paper takes a broader perspective on the issue of the generalizability of research results and introduces a set of background factors, which, if neglected, have adverse consequences for such generalizability. The results of our extensive review of the literature on this topic, published during the last four decades in the top 30 marketing journals, show that context effect studies have routinely neglected these background factors. The paper concludes with guidelines for implementing context effect experiments in future consumer research. These guidelines allow for a more realistic analysis of the attraction effect and related context effects in consumer research.

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Special Issue on Psychological Ownership Released

27.03.2015 -

The Journal of Marketing Theory & Practice has just released the special issue titled “Psychological Ownership: A Concept of Value to the Marketing Field,” edited by Iiro Jussila, Anssi Tarkiainen (both Lappeenranta University of Technology, Finland), Marko Sarstedt (Otto-von-Guericke-Universität Magdeburg, Germany) and Joseph F. Hair (Kennesaw State University, USA). The special issue provides a forum for topical issues that advance the understanding of psychological ownership, which refers to a personal sense of possession an individual holds for a material or immaterial target (i.e., “This is MINE!”). While featuring prominently in the organizational behavior literature, researchers in marketing have only recently started to adopt the psychological ownership construct and associated theory. Against this background, the articles included in the special issue shed light on various aspects of psychological ownership and related concepts, from both a conceptual and an empirical perspective. More information

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