Joy appeals appear frequently in marketing, but they have received little attention from marketing researches compared to other emotional appeals (e.g., sexy appeals, humor appeals, and attraction appeals with decorative models). This study examines one particular aspect of the joy appeal in a...

Purpose The purpose of this paper is to examine the relative importance of dimensions of experience value in four different hedonic- and utilitarian-dominated services. Design/methodology/approach The proposed hypotheses are tested by an experimental design. Altogether, four different service...

Purpose This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling...

Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two experimental studies were conducted. Study 1 shows the impact of creativity...

Untersuchungen im Rahmen der Persönlichkeitspsychologie zeigen, dass zwischen bestimmten Dimensionen der menschlichen Persönlichkeit ("Big Five") und dem Erfolg des Individuums sowohl positive als auch negative Beziehungen bestehen. In der vorliegenden Studie wird untersucht, inwieweit sich...

Generalizability theory provides an alternative and more flexible approach for construct measurement than classical measurement theory. The theory takes into account several sources of error. Generalizability studies lead to results that allow for designing measurements that optimize the...

Metaanalysen integrieren empirische Befunde mehrerer Untersuchungen zu einer bestimmten Problemstellung und untersuchen die Variabilität dieser Befunde. Damit helfen sie Wissenschaftlern bei der Informationsintegration und -bewertung im Rahmen ihrer Arbeit und unterstützen Praktiker bei der...