Marketing ZFP

Choice-based conjoint (CBC) is nowadays the most widely used variant of conjoint analysis, a class of methods for measuring consumer preferences. The primary reason for the increasing dominance of the CBC approach over the last 35 years is that it...

The question of whether people prefer symmetry to asymmetry has been explored for many decades. Many design guides recommend the use of symmetry, and many scientific publications report that people like symmetrical visual images more than...

Consumer brand attachment is a relevant driver of brand profitability because it increases, for example, purchase intention, positive word-of-mouth, and the willingness to pay a price premium for the brand. Hence, understanding the factors...

Virtual shopping walls are innovative digital stores that can be placed in highly frequented areas of public transport, such as bus or subway stations. These walls resemble shelves of a stationary supermarket and allow convenient shopping with the...

The goal of the study is to assess the influence of consumer versus industry effectiveness states, generated by message frames when providing information to consumers, on their behavioural intentions to reduce waste and reuse products. A pre-study...

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Marketing has started exploring ambient scents’ diverse effects and the psychological mechanisms through which they affect consumer behaviour. Recent research focuses on ambient scents’ perceived temperature’s impact on consumer behaviour. In...

In this article, I discuss my experiences from my extensive research collaborations with German scholars which has resulted in over 40 publications with over 30 colleagues. The key topics are: what American co-authors have to offer German...

The use of avatars is gaining popularity in today’s digitalized world. These computer-animated agents not only act as virtual shopping assistants to compensate for the impersonal feel of an online store, but are also frequently employed in gaming...

Health-related services shared through social media are enjoying considerable growth, particularly among young people, yet they have potentially detrimental outcomes for consumer well-being. This research undertakes an examination of literature...

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In print advertisements, product images and words are usually complete. However, some marketers rely on the effectiveness of incompleteness. In such advertisements, a part of the product image and/or some letters of words are missing. We...

This research explores the crossmodal correspondences within the field of sensory marketing. In particular, we investigate crossmodal effects between the visual, olfactory, and haptic senses. An extensive literature review reveals a lack of studies...

Health has become a crucial advertising factor for food producers and retailers. Firms can now use health claims as effective tools to differentiate their products. However, several critical issues impact the efficiency of such health claims. In...

Brand managers increasingly appeal to altruistic consumer motives by emphasizing corporate social responsibility (CSR) in marketing communication. However, little empirical evidence describes how CSR converts into market demand. This study...

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