Marketing ZFP

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...

Smart transformative services such as digital contact tracing apps are a means to offer transformative and economic value by selfmonitoring contacts and improving the well-being of users, while also reducing concerns when using services during...

Abstract_engl.

Despite the considerable body of work on customer value, the literature remains highly fragmented and thus surprisingly silent on two elementary questions: (1) whether a firm should focus more strongly on the product core (a product’s basic...