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Marketing ZFP – Journal of Research and Management publishes four issues and 16-20 peer-reviewed articles per year. As subscriber you find fulltext access (PDF) and search function to the complete archive of all issues on elibrary.vahlen.de.

Please find detailed information on the current issues below:

ISSUE 4/2020

The Effect of Consumer versus Industry Effectiveness on Willingness to Reduce Waste and Reuse Products
Anna Mei Habitzreuter, Michaela Soellner, and Joerg Koenigstorfer
The goal of the study is to assess the influence of consumer versus industry effectiveness states, generated by message frames when providing information to consumers, on their behavioural intentions to reduce waste and reuse products. A pre-study identifies appraisal-based emotions depending on whether either industries or consumers were framed as more effective in reducing waste. Three experimental studies were conducted in the USA and Brazil to test the downstream effects of such communication. The studies showed that informed states of industry (versus consumer) effectiveness increased anger which in turn had a positive effect on behavioural intentions to reduce waste and reuse products (Studies 1-3). The relationship was stronger for individuals with low (versus high) concern for immediate consequences (Study 3). Policymakers may concentrate on informing consumers that their actions may not be sufficient as of today and that higher determination is needed to protect the environment. (-> to the Executive Summary)

Warm Ambient Scents Nudge Consumers to Favour Premium Brands and Right-Wing Parties
Marcel Lichters, Susanne Adler, and Marko Sarstedt
Marketing has started exploring ambient scents’ diverse effects and the psychological mechanisms through which they affect consumer behaviour. Recent research focuses on ambient scents’ perceived temperature’s impact on consumer behaviour. In this research, we first replicate prior research by showing that consumers exposed to a warm (vs. cool) ambient scent prefer premium over regular brands – also in an FMCG context. Broadening the perspective, we show that ambient scent’s effect can be generalized to general elections. Specifically, we present initial evidence that the diffusion of a warm (vs. cool) ambient scent nudges potential voters to opt for right-wing instead of moderate political parties. We conjecture that the effect of perceived scent temperature on brand preferences and voting behaviour is a symbolic way of compensating for temperature perceptions. ( -> to the Executive Summary)

How Perceived Security Risk Influences Acceptance of Virtual Shopping Walls
Steffen Jahn, Ann-Christin Langer, Ossama Elshiewy, and Yasemin Boztug
Virtual shopping walls are innovative digital stores that can be placed in highly frequented areas of public transport, such as bus or subway stations. These walls resemble shelves of a stationary supermarket and allow convenient shopping with the smartphone combined with home delivery. The goal of the present research is to shed light on what drives widespread use of this store concept. Complementing traditional models of technology acceptance, this work examines the impact of perceived security risk with special emphasis on its moderating effect on the perceived usefulness-behavioral intention relationship. We find that the intention to use virtual shopping walls is driven by perceived ease of use and perceived usefulness, while perceived security risk acts like a barrier to acceptance. The negative effect of high perceived security risk, however, is mitigated by high perceived usefulness. This means that high perceived usefulness of virtual shopping walls can compensate for increased risk perceptions in a significant way, providing important insights for providers of virtual shopping walls. (-> to the Executive Summary)


Current Issue

Marketing 4-2020_Cover


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