If You Are Attractive and Fair, I’ll Do it Myself! Assessing Mass Customization Processes in the Light of Product Aesthetics and Perceived Fairness
This research analyzes the impact of different mass customization toolkits (i.e. functional, aesthetic, and supreme toolkits) and mass customization toolkit options (many vs. few) on customers’
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06/03/2014
• #Customer Satisfaction
Open Innovation: A Double-Edged Sword?
Innovation contests have become a widely-used open innovation instrument to gather new product ideas. This research examines positive and potential negative effects of this open innovation technique
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06/03/2014
• #New Products and Services
Should I Introduce My Partner?: Exploring the Effects of Stakeholder Cocreation on Consumers’ New Product Valuations
An emerging stream of research explores the effects of involving consumers during new product development. Yet, in recent years firms have started to cocreate products with multiple types of
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06/03/2014
• #Collaboration and Partnership
Building an Innovation Community: An Empirical Analysis of How to Encourage External Stakeholders to Participate in the Firm’s NPD Process
The integration of external stakeholders in firms’ NPD process has found increasing interest in business research and practice. Central to this topic are virtual innovation communities managed by
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06/03/2014
• #Collaboration and Partnership
Originality: Perception and Preference
Originality appeals are ubiquitously applied in marketing campaigns. However, the effect of originality on preference is still not well understood. In a series of 3 studies, the authors examine the
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06/03/2014
• #Marketing
All Charity Is Not Created Equally: The Role of Target Affect and Agentic (vs. Communal) Orientation on Consumer Willingness to Contribute Time (vs. Money)
Across 4 studies, we assess both what (time vs. money) and to whom (a sad/empathetic target vs. a happy/less empathy-provoking target) consumers are asked to give, showing communal (vs. agentic)
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06/03/2014
• #Social Impact
Dimensions and Effects of Consumer Subjective Financial Deprivation
Subjective financial deprivation (SFD) is a psychological discomfort emerging from social ascendant comparison and/or from the perception of a loss of buying power in comparison with a salient period
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06/03/2014
• #Consumer Protection
When the Need for Affiliation Heightens Consumers’ Susceptibility to Persuasion Tactics
Two experiments tested whether social exclusion increases consumers’ susceptibility to advertising strategies that appeal to the need to belong. Socially excluded (vs. socially accepted)
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06/03/2014
• #Marketing Messaging