CHAIR OF

MARKETING

Dr. Sören Köcher has joined the Editorial Board of the Journal of Service Management as Expert Research Panel Chair for Quantitative Methods (Area Editor). The Journal of Service Management is one of the world's leading journals in the field of service management and marketing and is rated B in the JOURQUAL ranking of the VHB (Impact Factor: 11.758).

For the bachelor course 'Marketing' in the summer semester 2022, Interim Professor Dr. Sören Köcher has been awarded a teaching award for his outstanding commitment. The students evaluated the course with an overall grade of over 90 percent. This positive feedback is a great motivation and makes us very happy!

With the help of your feedback in the context of the teaching evaluation, we can continuously improve our courses and continue to offer the best possible learning experience for our students in the future.

A heartfelt thank you to you, dear students!

We are happy to announce the publication of the article titled “Cultural Drivers of Health Engagement” in the Journal of International Marketing. The article is authored by Linda Alkire (Texas State University, USA), Susan Myrden (University of Maine, USA), Sören Köcher (Otto-von-Guericke-University Magdeburg), and Genevieve E. O’Connor (Fordham University, USA).

The article can be accessed here: https://journals.sagepub.com/doi/abs/10.1177/1069031X22112793

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

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

Dear students,

For the following exams offered in the winter term 2024/2025 by the Chair of Marketing, you are only allowed to use a non-programmable calculator during the exam (no other aids!):

-        Consumer Behavior & Well-Being (23734)

-        Marketing (41021)

-        Marketing Methods and Analysis (50566)

-        Marketing Performance Management (41058)

-        Sensory Marketing and Product Management (23430; Repeat Exam).

Please note that the aids allowed might differ from the regulations applied in previous semesters. If you plan on writing any of the above exams, please note the information announced in the respective lecture and via the e-learning course, see the examination office’s exam schedule, and register for the exam via the LSF.

Erlaubte Hilfsmittel in den Klausuren für das Wintersemester 2024/2025

Liebe Studierende,

In den folgenden Prüfungen, die im Wintersemester 2024/2025 vom Lehrstuhl für Marketing angeboten werden, ist die Verwendung eines nicht programmierbaren Taschenrechners das einzige erlaubte Hilfsmittel (keine anderen Hilfsmittel!):

- Consumer Behavior & Well-Being (23734)

- Marketing (41021)

- Marketing Methods and Analysis (50566)

- Marketing Performance Management (41058)

- Sensory Marketing and Product Management (23430; Wiederholungsprüfung).

Bitte beachten Sie, dass die zulässigen Hilfsmittel von den Regelungen der vorherigen Semester abweichen können. Wenn Sie eine der oben genannten Prüfungen ablegen möchten, beachten Sie bitte die in der jeweiligen Vorlesung und im E-Learning-Kurs bekannt gegebenen Informationen. Bitte beachten Sie auch den Prüfungsplan des Prüfungsamtes der FWW und melden Sie sich über das LSF zur Prüfung an.