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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 4/2022

Customer Cognitive Appraisals of Differential and Dynamic Pricing
Silke Bambauer-Sachse and Ashley Young

This study examines the mechanisms of cognitive appraisal theory in the context of dynamic pricing. The aim is to investigate the differences in cognitive appraisals by comparing dynamic pricing and simpler forms of price differentiation, as well as differences in appraisals between goods and services. The reactions examined in one qualitative and one quantitative study are the customers’ feelings of being exploited, price complexity perceptions, and intentions to spread online word-of-mouth (eWOM). The qualitative results indicate that customers are less aware of dynamic pricing for goods than services and that there is a strong feeling of being exploited, which can lead to negative word-of-mouth. The quantitative results support these findings as customers react more negatively to dynamic pricing than to simpler forms of differential pricing. For goods, intentions to spread eWOM are mainly driven by feelings of being exploited, while for services, the main effect runs through price complexity perceptions.  (-> to the Executive Summary)

Prize Decoys atWork 2.0: Does Frame Equivalence Replicate Asymmetric Dominance Effects in Risky Choices on Lotteries?
Holger Müller, Toni Richter, and Horst Gischer

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), can be shifted toward the target prize B by introducing a prize decoy C (a less attractive pen) which is dominated by B, but not by A. In a controlled conceptual replication that keeps the initial experimental frame equivalent to the original study, it is examined whether the decoy effect remains a robust behavioral pattern when it is transferred to the domain of risky choices in terms of binary lotteries. The replication confirms a substantial decoy effect which amounts to 13 % in the aggregate of choices. Moreover, the detected effect works in a bidirectional way. By further discussing the general need for frame equivalence and the importance of parameters of experimental designs of replication studies (e.g., real choices, tradeoff conformance) the present work provides new insights further stimulating the debate on (a) failed attempts to replicate decoy effects in recent studies and (b) the robustness and the drivers (moderators, mediators) of context effects. (-> to the Executive Summary)

Emotions Make Your Narratives Fly: The Effect of Strength of Emotions on the Effectiveness of Narrative Advertising
Marie Spies and Heribert Gierl

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 concrete characteristics (e.g., length, happy or sad ending, degree of product integration in the story). We focus on an abstract characteristic that has gained no attention thus far: the emotionality of the narrative, i.e., the degree to which the narrative advertisement elicits emotions. We start by providing examples from such advertisements in practice. Then, we provide an overview of theories considering the condition in which a priming stimulus (in our case, anarrative advertisement) triggers more or less intense emotions, which might influence the evaluation of a target stimulus (in our case, the promoted brand or the recommended behavior). Subsequently, we present findings from new studies on the relationship of the strength of emotions triggered by narratives to the evaluations of brands or recommended behavior. We manipulate the emotionality of videos by using different background music while holding the visual elements constant. Our findings show that the strength of emotions has a positive impact on evaluations. (-> to the Executive Summary)

Current Issue

Marketing 4-2022 U1


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