Marketing ZFP

Abstract_engl.

Voice shopping, i.e., shopping via conversational interactions with digital voice assistants, is currently on the rise but still in its infancy in Germany. In the context of voice commerce, companies may utilize digital voice assistants as an...

This study examines the mechanisms of cognitive appraisal theory in the context of dynamic pricing. The aim is to investigate the differences in cognitive appraisals by comparing dynamic pricing and simpler forms of price differentiation, as well as...

Marketers often use appeals that emphasize the responsibility and the consequences of consumer decisions to help persons, animals, and nature in need, or they use appeals that evoke the predominantly negative emotion of compassion. We focus on...

Within the rather nascent literature stream examining product returns, the authors identify that the vast majority of studies enlightens return avoidance measures (before ordering), whereas return averting measures (after purchasing) showed to...

In recent decades, a way to influence consumer decisions without providing arguments has gained attention: the use of emotional narratives in advertisements. Such narratives can be described by numerous abstract (e.g., realness of the plot) and...

In 1992, Simonson and Tversky introduced the “prize decoy asymmetric dominance effect” by showing that preferences between two non-dominated options winnable in a competition, namely prize A (a $6 cash payoff) and prize B (an attractive pen),...

The emergence of pay-as-you-live (PAYL) pricing mechanisms in health insurance represents a promising development with the potential to reduce long-term costs for insurers via encouraging healthier lifestyles among consumers. PAYL plans reward...