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 4/2025
Negative Moral Stereotypes of Managers: Antecedents, Consequences, and Boundary Conditions
Jacqueline Schmidt, Sascha Alavi, Jan Wieseke, and Johannes Habel
While managers are a cornerstone of the modern market economy, people might negatively stereotype managers’ morality. This study reveals that negative moral stereotypes of managers are associated with destabilized public trust in the economic system, thereby relating to an essential precondition of the welfare of the market economy. Further, negative moral stereotypes of managers arise if people perceive managers as homogeneous and have low personal contact with them, particularly if people perceive high levels of corporate corruption and unfair competitive behavior among companies. With these findings, this study moves beyond existing literature and provides policymakers with cues on what might reduce negative moral stereotypes of managers, thereby preventing negative consequences for people’s trust in the economic system. (-> to the Executive Summary)
Mind the Anchor: Mindfulness Strengthens Anchoring Bias in Marketing Negotiations
Franziska Frank and Johannes Habel
Prior research has produced conflicting evidence on the question whether a state of mindfulness impacts decision making in negotiations positively or negatively. This research contributes to this stream of marketing and negotiations literature by examining how mindfulness affects negotiators’ susceptibility to the anchoring bias, which is a key mechanism in determining decision making and negotiation outcomes. Using two experiments with 234 participants, the authors find that after a mindfulness-inducing exercise, negotiators are more likely to be anchored by their counterparts’ initial offer. This effect results from mindful negotiators’ lowered self-concern and is alleviated the more experienced negotiators are. Thus, this research reveals mechanisms that may explain prior conflicting results on the effect of mindfulness in negotiations. Furthermore, the study provides practitioners with guidance as to when and how to exercise mindfulness to improve their negotiation processes. (-> to the Executive Summary)
Among the Stars: A Text-Based Approach to Analyzing Online Customer Experience
Annika Wagner, Franz Molnar, and Michelle Khanh Phan
Delivering a superior customer experience (CX) is a key source of competitive advantage. However, existing measurement approaches often overlook the multidimensional and dynamic nature of CX. Because CX responses vary across contexts and cultural environments, researchers and managers lack tools tailored to increasingly digital and customer- driven markets in German-language settings, which remain underrepresented in CX measurement. In this regard, online reviews constitute a rich and authentic source of customer feedback, offering valuable insights into how customers describe and evaluate digital interactions. Addressing the need for multidimensional and scalable CX measurement, this study develops a domain-specific dictionary to capture online CX (O-CX) from textual data. Using a dataset of 78,424 online reviews for 4,534 Amazon Alexa Skills, we extend existing dictionaries to address the multidimensional nature of O-CX. We assess the dictionary’s internal and external validity by linking it to customer satisfaction. (-> to the Executive Summary)