News: Forschung

Article published in the Journal of Interactive Marketing

11.11.2021 -

In the current issue of the Journal of Interactive Marketing (VHB-JOURQUAL: B), Sören Köcher, together with Genevieve E O'Connor, Susan Myrden, Linda Alkire, Kyungwon Lee, Jay Kandampully, and Jerome D. Williams, published the article “Digital Health Experience: A Regulatory Focus Perspective.”

In this research, the authors investigate how consumers' role clarity, perceived usefulness, ease of use (i.e., promotion orientation), security, and trust (i.e., prevention orientation) when using digital health technology affect their experience and, by extension, their attitudes toward using digital technology. A nationwide study shows that customer experience is driven by promotion- and prevention-related variables concurrently offering valuable insights for marketers, technology developers, and healthcare managers interested in understanding and improving healthcare customer experience.

You can access the article here: https://www.sciencedirect.com/science/article/abs/pii/S1094996821000499

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Article published in the Journal of Service Research

21.10.2021 -

In the current issue of the Journal of Service Research (VHB-JOURQUAL: A), Sören Köcher, together with Sarah Köcher (TU Dortmund University), published the article "The Mode Heuristic in Service Consumers' Interpretations of Online Rating Distributions."

In a series of eight studies, the authors demonstrate a tendency among consumers to use the arithmetic mode as a heuristic basis when drawing inferences from graphical displays of online rating distributions. The rationale underlying this phenomenon is that the mode (i.e., the most frequent rating which is represented by the tallest bar in a graphical display) attracts consumers’ attention because of its visual salience and is thus disproportionately weighted when they draw conclusions.

With their work, the authors contribute to a better understanding of how customers process and interpret graphical illustrations of online rating distributions and provide companies with a new key figure that—aside from rating volume, average ratings, and rating dispersion—should be incorporated in the monitoring, analyzing, and evaluating of review data.

You can access the (open access) article here: https://doi.org/10.1177%2F10946705211012475

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New paper on research into construal level theory (CLT)

07.07.2021 -

We are happy to announce the release of our latest article titled “Mapping the jungle: A bibliometric analysis of research into construal level theory,” which has just been published online first in Psychology and Marketing.

In the article, Susanne Adler (OVGU) and Marko Sarstedt (OVGU) discuss author networks that have shaped CLT’s advancement as well as identify research topics and trends. Check out the full paper at: https://onlinelibrary.wiley.com/doi/10.1002/mar.21537

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New paper on explanation and prediction

29.03.2021 -

We are happy to announce the release of our latest article titled “Explanation Plus Prediction—The Logical Focus of Project Management Research,” which has just been published online first in Project Management Journal.

In the article, Joe F. Hair (University of South Alabama) and Marko Sarstedt (OVGU) argue that researchers should routinely evaluate their models’ predictive power to back up their managerial recommendations. Check out the full paper at: https://journals.sagepub.com/doi/full/10.1177/8756972821999945

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New paper on machine learning and AI

14.01.2021 -

We’re happy to announce the publication of our newest paper titled “Data, measurement, and causal inferences in machine learning: opportunities and challenges for marketing.” Authored by Joe F. Hair (University of South Alabama) and Marko Sarstedt (OVGU), we discuss recent challenges in data management and measurement in the era of digital data and the role of machine learning in causal inference. Drawing on literature from various hard sciences, we argue that marketing researchers should not prematurely abandon cognitive and methodological procedures that have been refined during centuries of philosophical and scientific thought.

The paper has been published in Journal of Marketing Theory and Practice and can be accessed here: https://www.tandfonline.com/doi/full/10.1080/10696679.2020.1860683

 

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