Dissertationsprojekt Tim Böttger

Type
dissertation project
Start Date
August 1, 2010
End Date
September 14, 2015
Status
ongoing
Keywords
Marketing
Handelsunternehmen
Description
Welchen Einfluss hat das Marketing in Handelsunternehmen
Leader contributor(s)
Member contributor(s)
Funder

other

Topic(s)
Handelsmanagement
Method(s)
qualitative und quantitative Methoden
Range
Institute/School
Range (De)
Institut/School
Division(s)

IRM - Institute of Re...

Eprints ID
68995

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Now showing 1 - 7 of 7
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    Item type:Publication,
    Inspirational communication - The mediating role of customer inspiration in attribute framing
    (EMAC European Marketing Academy, 2013-06-04)
    Böttger, Tim  
    ;
    Rudolph, Thomas  
    ;
    Pfrang, Thilo  
    Retailers differ in the way they communicate attributes of their products. Whereas some retailers choose to present only technical specifications, others try to communicate the benefits of each attribute. We explore the mechanism by which positive (vs. neutral) attribute framing influences shoppers' perceived price fairness and their preference for premium products. Customer inspiration is introduced as a new construct which comprises the realization and processing of a new idea or insight and is proposed to mediate these effects. Our findings support the mediating role of customer inspiration. We further present evidence that involvement moderates the effect of positive attribute framing on customer inspiration. Implications for shoppers and retailers are discussed.
    Type:conference paper
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/89188
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    Item type:Publication,
    Individualized Lifestyle Marketing: A field experiment
    (Institute of Retail Management, 2015)
    Böttger, Tim  
    ;
    Emrich, Oliver  
    ;
    Lee, Leonard
    ;
    Rudolph, Thomas  
    We conceptualize and introduce a new form of one-to-one marketing using lifestyle content. Three consecutive field studies in the context of furniture retailing explore this new type of individualization. Our results suggest that (1) a link between products and lifestyle segments exists, (2) this link enables marketers to infer customers' lifestyle segments by analyzing their purchase behavior using machine learning algorithms, and (3) that companies can benefit financially from tailoring ads with lifestyle content to customers' individual lifestyles. Specifically, we find that individualized lifestyle marketing not only increases click rates but might also lead to higher purchase probabilities, larger number of products bought, and increased customer spending. Furthermore, we explore the effect of different individualization methods using either customers' self-stated preferences or preferences inferred from loyalty card data using a machine learning algorithm. We compare individualized lifestyle marketing to individualized product recommendations and discuss implications for marketing theory and managerial practice.
    Type:working paper
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/107010
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    Item type:Publication,
    Inspiration statt Langeweile
    (Manager-Magazin-Verlagsgesellschaft, 2013-05-14)
    Rudolph, Thomas  
    ;
    Böttger, Tim  
    ;
    Amgwerd, Niowi
    Type:journal article
    Journal:Harvard Business Manager
    Volume:2013
    Issue:6
    URL:http://www.harvardbusinessmanager.de/heft/d-94354797.html
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/89307
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    Item type:Publication,
    Customer Inspiration: Conceptualization, Scale Development, and Validation
    (American Marketing Association, 2015-02-13)
    Rudolph, Thomas  
    ;
    Böttger, Tim  
    ;
    Pfrang, Thilo  
    ;
    Evanschitzky, Heiner
    ;
    Brown, Tom
    Type:conference paper
    Journal:AMA Educators Proceedings
    Volume:Volume 26
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/106743
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    Item type:Publication,
    A Goal-Systemic Perspective on Inspiration in Marketing
    (Institute of Retail Management, 2015)
    Böttger, Tim  
    While inspiration plays an essential role in everyday consumer language and marketing practice, practitioners often lack a clear understanding of the drivers of inspiration. Scientifically, inspiration challenges established categorizations as it combines cognitive and motivational aspects of human behavior. By integrating inspiration with goal systems theory, this paper proposes a framework for the psychological processes which drive inspiration in marketing. Across three experimental studies, we test the ability of a goal-systemic perspective to predict effects on inspiration. Study 1 reveals that inspiration can result both from the addition of new means as well as new goals and depends on participants' pre-existing goal-systems. Study 2 replicates these findings and shows that the effects on inspiration are largely mediated by the strength of new goal-means associations. Finally, study 3 explores the effect of participants' mindsets on inspiration through new goals and means. Overall, these results provide evidence that the effects of realizing new goals and new means on inspiration depend on pre-existing goal systems and mindsets in a way that is consistent with goal systems theory. Therefore, goal systems theory can provide a useful framework for the analysis of inspiration in consumer research.
    Type:working paper
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/107009
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    The Effects of Shopping Goal Concreteness on Shoppers' Behavior and Inspiration in Online Retailing
    (Association for Consumer Research, 2013-07-05)
    Rudolph, Thomas  
    ;
    Böttger, Tim  
    We reveal that shoppers with concrete (vs. abstract) shopping goals focus less on product displays, but more on user recommendations in e-retailing. Attention paid to navigation elements and product displays correlated negatively with shoppers' inspiration, whereas attention to user recommendations and low shopping goal concreteness had positive effects on inspiration.
    Type:conference paper
    Journal:Advances in Consumer Research
    Volume:Vol. 10
    URL:http://acrwebsite.org/volumes/1013974/volumes/v10e/E-10
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/88988
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    Item type:Publication,
    How to Inspire Experts: A Goal-Systemic Perspective on Inspiration
    (Association for Consumer Research, 2015-10-02)
    Böttger, Tim  
    This research merges the conceptualization of inspiration with goal systems theory to analyze the effect of novelty on inspiration for experts and non-experts in the context of physical exercising. The results indicate that the effect of novelty depends on the interplay of the content (goals vs. means) with participants' expertise.
    Type:conference paper
    Journal:Advances in Consumer Research
    Volume:Volume 43
    URL:http://acrwebsite.org/volumes/1019199/volumes/v43/NA-43
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/105865