CHAIR OF

MARKETING

A series of experiments indicate that after consuming high doses of caffeine, we are likely to fall prey to marketers’ efforts to manipulate our product choice by presenting mostly irrelevant product alternatives to foster target sales.

However, our results indicate that this adverse consequence of caffeine intake only holds for high doses of 200 mg of caffeine (e.g., 20 fl oz Monster Energy or a large coffee) and real purchases. Notably, we found no influence of caffeine consumption in hypothetical product choices and low doses of caffeine.

The freely available article can be read in Marketing Letters: https://link.springer.com/article/10.1007/s11002-023-09710-6.

The article was authored by Michael Canty, Felix Josua Lang, Susanne Jana Adler, Marcel Lichters, and Marko Sarstedt.

Happy Coffee in the Morning.

Authors

The post exam reviews for Marketing Methods & Analysis (50566) and Marketing (41021) of the summer semester 2023 will take place on September 26, 2023 at 4 pm in room G22A-346. For an appointment please write an email to marketing-sekretariat@ovgu.de until September 22, 2023 midnight. Please tell us your name, the registration number and the number of the examination for which you would like to have the post exam review. For the appointment please bring with you your personal identity card, your student identity card. Thank you very much!

Sören Köcher hat gemeinsam mit Markus Husemann-Kopetzky von der FU Berlin und Marie Schirmbeck, Melina Hess, Fabian Gmeindl und Samuel Hess von der Agentur DRIP einen Artikel mit dem Titel „A Conceptual Replication of the Differential Price Framing Effect in the Field“ in der Fachzeitschrift Marketing Letters publiziert. Anhand eines groß angelegten Feldexperiments auf der Website eines Online-Händlers zeigen die Autoren, dass sich Präferenzen zwischen verschiedenen Multipacks identischer Produkte (z. B. 4 Paar Socken vs. 8 Paar Socken vs. 12 Paar Socken) zugunsten größerer und damit teurerer Produktsets verschieben lassen, wenn die zusätzlichen Kosten der höherpreisigen Optionen (z. B. "für 25 € mehr") anstatt deren Gesamtpreise (z. B. "für 55 € insgesamt") präsentiert werden.

Auf den (Open Access) Artikel können Sie hier zugreifen: https://link.springer.com/article/10.1007/s11002-023-09690-7

The Chair of Marketing was represented at this year's Frontiers in Service Conference in Maastricht with the papers "The Effects of Face Masks on Consumers' Perceptions of Service Employees' Warmth and Competence" (authors: Sören Köcher, Xenia Raufeisen and Sarah Köcher) and "#taboo - Talking Publicly about Infertility on Social Media" (authors: Sarah Köcher, Sören Köcher and Jana Grothaus). The conference, themed "From Romans to Robots: Service Research in E-motion", took place in Maastricht from June 15 to 18, 2023.

Sören Köcher, together with Jana Grothaus (TU Dortmund University), Sarah Köcher (CAU Kiel), and Stefan Dieterle (Witten/Herdecke University), has published an article entitled "#infertility: how patients can benefit from the public discussion of conversational taboos on social media" in the Journal of Services Marketing.

Using the example of the topic "Unfulfilled wish for a child and infertility", the authors investigate the benefits and potentials of the public discussion of taboo topics on social media for individuals affected by the taboo and uncover ways in which public discussions can contribute to the de-tabooing of the subject.

The Journal of Services Marketing is one of the leading journals in the field of services research.

You can access the article here: https://www.emerald.com/insight/content/doi/10.1108/JSM-05-2022-0160/full/html

Last week, the Chair of Marketing organized a dissertation workshop in Wuppertal together with colleagues from TU Dortmund University, Freie Universität Berlin, Braunschweig University, Christian-Albrechts-University of Kiel, Paderborn University and the University of Wuppertal. During the two-day workshop, the PhD students presented their different research projects and discussed them. We would like to take this opportunity to thank the DLM Chair of the University of Wuppertal once again for the successful event!

The exam reviews for Consumer Research (22989), Marketing Methods & Analysis (50566) and Marketing (41021) of the winter term 2022/23 will be held on Wednesday, 22.03.2023 starting at 10:00 am in room G22A-344.

To register for the exam review, please send a mail to birgit.hummelt@ovgu.de by Friday, 17.03.2023. In your e-mail, please include your name, matriculation number and the corresponding examination number. Please also bring your identity card and student ID to the appointment.

Dear Students,

you will find new information regarding application for Master Thesis in the upcoming summer term 2023 here!