When Waiting Time Requires Manager Attention: A Field Study In The Restaurant Industry
Past research demonstrated that waiting time satisfaction has a positive effect on service evaluation. However, where many services consist of multiple stages, few studies consider an evaluation of Read More »
Author: Dennis Von Bergh, Paul Ghijsen, Kees Gelderman, Ron Tuninga
Contributor: eb™ Research Team
“No Goal Conflict!” Using Experience Design In Museums To Achieve Marketing Objectives In
The survival of museums in the leisure market is challenged by a growing experience economy. However, many still refrain from strategic experiential marketing strategies because they fear to Read More »
Author: Nadine Ober-Heilig, Sigrid Bekmeier-Feuerhahn
Contributor: eb™ Research Team
Eliciting Consumer Decision-Making In Health Care - A Qualitative Study On Hospital Choice Behavior
During the last decade, the traditional paternalistic approach to decisions in the realm of health care has been progressively replaced by the understanding of patients as sovereign consumers of Read More »
Author: Sebastian Gurtner, Ines Weinhold, Sophia Fischer
Contributor: eb™ Research Team
Social Desirability And Its Impact On Audience Research
Social desirability bias (SD bias) describes research participants’ tendency to adapt response behavior to perceived social norms. SD bias can affect the validity of studies. However, as of yet, Read More »
Author: Sigrid Bekmeier-Feuerhahn, Paula Maria Bögel, Andreas Heinen
Contributor: eb™ Research Team
Consumers’ Response To Sexual Appeals In Advertisements: The Moderating Role Of Sexual Sensation
This paper aims at investigating the influence of an individual trait, the Sexual Sensation Seeking trait (Kalichman et al, 1994), on consumer responses to sexual ads with varying levels of sexual Read More »
Author: Marie-Cécile Cervellon, Frank Pons, Giovanni Pugliese
Contributor: eb™ Research Team
Intrasexual Competition And Advertising: How Evolution Influences Advertising Efficacy And Consumer
The purpose of this paper is to integrate the findings of evolutionary psychology in better understanding the effects of exposition to idealized female models on both advertising efficacy and Read More »
Metaphor Meeting Sex Meeting Guilt: Instances Of Metaphor In Sex Appeal Ads And Their Impact On
Advertisers apply metaphorical twists and sexual themes so as to evoke viewers’ favorable responses. However, the combined impact of such practices dependent upon consumers’ sex guilt (SG) still Read More »
Author: Ioannis G. Theodorakis, Vlasis Stathakopoulos, Androniki Katarachia, Efthymia Kottika
Contributor: eb™ Research Team
Marketing To Women, A Potential Paradigm Shift. Drivers For Effective Communication To Women In The
Fierce competition and increasing customer sophistication have given birth to the idea of Gender Marketing to more appropriately address the needs of one target group. Based on the idea that there Read More »
Author: Isa Moll, Kathrin Herrmann, Ana Varela, Jordi Montaña
Contributor: eb™ Research Team
Using The Rasch Model For The Development And Assessment Of Multiple-Choice Tests In Marketing:
Recent developments in university education lead to marketing courses of hundreds of students. To cope with the challenge of efficient and fair test assessment, lecturers have switched to easily Read More »
The CMGS (Case Method With Guest Speakers) Project: Developing Experienced Learning In Sales
The implementation of the CMGS (Case Method with Guest Speakers) Project in Sales Management courses provides Marketing undergraduate students with first-hand practical knowledge about how a sales Read More »
Author: José Luis Ruíz de Alba, Maria L. Vallespin Aran, Estefania Almenta López
Contributor: eb™ Research Team