CHAIR OF

MARKETING

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

At the Chair of Marketing a position as a student assistant (m/f/d) to support the chair's work will be available from October 1, 2024. Gain valuable experience during your studies and explore the academic working environment of OvGU. Detailed information on the advertisement can be found here.
We look forward to receiving your detailed application!

Dear Master students, if you intend to write your master thesis at the Chair of Marketing in the upcoming winter semester 2024/2025, please consider the following information. The application for a master thesis topic for the winter semester 2024/2025 will take place in the period from 24.06.2024 – 12.07.24. You will receive notice of whether you are accepted or not until 17.07.24. For accepted students, there will be a mandatory joint kickoff which will take place on 22.07.2024 at 10:00 - 11:30 via Zoom. Final details and additional information regarding the application process will be provided in the corresponding e-learning course.