Jan Rüdiger Landwehr
Former Member
Thumbnail Image
Title
Prof. Dr.
Last Name
Landwehr
First name
Jan Rüdiger
Homepage

Filters

Reset filters

Settings
Now showing 1 - 10 of 60
No Thumbnail Available
Publication

How Consumption Vocabulary Directs Product Discussions – The Guiding Influence of Feature Labels on Consumers’ Communication and Learning about Products in Online Communities

2020-12 , Scharfenberger, Philipp , Landwehr, Jan R. , Tsai, Claire I. , Zimmermann, Jenny Lena , Herrmann, Andreas , McGill, Ann L.

View
No Thumbnail Available
Publication

Conformity and the Crowd

2013-07 , Hildebrand, Christian , Häubl, Gerald , Herrmann, Andreas , Landwehr, Jan R.

Over the past decade, companies have begun using online ordering capabilities to develop a powerful marketing tool-"mass customization" systems that let customers design their own products. For example, Nike, Lego, Threadless, Porsche, and Ford all give consumers the ability to choose colors and other options. Research shows that consumers value self-created products more than ready-made ones. (As a result, some companies charge more for do-it-yourself, or DIY, designs.) Companies have recently started encouraging consumers to use social media to "share" prototypes of their self-designed products with friends before finalizing their choices. Our research examines the effects of social media sharing on mass customization. How does feedback affect a consumer's design choices? How does it affect his or her satisfaction with the end product?

View
No Thumbnail Available
Publication

It is all in the Mix: The interactive Effect of Music Tempo and Mode on in-store Sales

2012-03 , Herrmann, Andreas , Knöferle, Klemens , Landwehr, Jan R.

Though practitioners have relied on tempo as a criterion to design in-store music, scant attention has been devoted to the mode of musical selections, and no consideration has been given to the potential for the interactive effects of low-level structural elements of music on actual retail sales. The current research reports a field experiment wherein the positive main effect of slow tempo on actual sales reported by Milliman (J Marketing 46 (3):86-91, 1982, J Cons Res 13 (2):286-289, 1986) is qualified by musical mode. A significant interaction between tempo and mode was evidenced, such that music in a major mode did not vary in effectiveness by tempo while music in a minor mode was significantly more effective when accompanied by a slow tempo. That is, the Milliman effect was eliminated for music in a major mode. Implications of our findings and directions for further research are discussed.

View
No Thumbnail Available
Publication

Taking the Complexity Out of Complex Product Customization Decisions

2012-10-01 , Hildebrand, Christian , Landwehr, Jan R. , Herrmann, Andreas , Häubl, Gerald

An abstract of the study "Taking the Complexity Out of Complex Product Customization Decisions," by Christian Hildebrand, Jan R. Landwehr, Andreas Hermann and Gerald Häubl is presented. We propose a two-step product customization mode by which consumers first select one of a small number of presented prototypes, and then customize their final product by refining their initial choice. Evidence from three experiments shows that this customization mode is superior to previously proposed customization modes on various dimensions.

View
No Thumbnail Available
Publication

The effect of brand design on brand gender perceptions and brand preference

2015 , Lieven, Theo , Grohmann, Bianca , Herrmann, Andreas , Landwehr, Jan R. , van Tilburg, Miriam

View
No Thumbnail Available
Publication

When Social Media Can Be Bad For You: Community Feedback Stifles Consumer Creativity and Reduces Satisfaction with Self-Designed Products

2013-03-04 , Hildebrand, Christian , Häubl, Gerald , Herrmann, Andreas , Landwehr, Jan R.

Enabling consumers to self-design unique products that match their idiosyncratic preferences is the key value driver of modern mass customization systems. These systems are increasingly becoming "social," allowing for consumer-to-consumer interactions such as commenting on each other's self-designed products. The present research examines how receiving others' feedback on initial product configurations affects consumers' ultimate product designs and their satisfaction with these self-designed products. Evidence from a field study in a European car manufacturer's brand community and from two follow-up experiments reveals that receiving feedback from other community members on initial self-designs leads to less unique final self-designs, lower satisfaction with self-designed products, lower product usage frequency, and lower monetary product valuations. We provide evidence that the negative influence of feedback on consumers' satisfaction with self-designed products is mediated by an increase in decision uncertainty and perceived process complexity. The implications of socially enriched mass customization systems for both consumer welfare and seller profitability are discussed.

View
No Thumbnail Available
Publication

The Eyes have it: How Car Faces influence Consumer Categorization and Evaluation of Line Extensions

2012-01 , Herrmann, Andreas , Landwehr, Jan R. , Keaveney S.

This research focuses on a previously unexamined risk associated with the widely used new product development strategy of line extensions. Specifically, it explores consumer reactions when line extensions become too visually similar and examines both short-term and longer term strategies for solving the problem. Examined in the context of consumer durables, specifically, automobiles, the results show that consumers who make categorization mistakes when trying to distinguish between two visually similar product lines have more negative attitudes not only toward the product but also toward the parent brand. The results of Study 1 confirm that providing a design vocabulary that articulates the car's design features is effective in reducing consumer's categorization mistakes. In addition, results of Study 2 indicate that changes to the car's "eyes" (headlights) are more effective than changes to the car's "mouth" (grille) in helping consumers to differentiate among cars in the line.

View
No Thumbnail Available
Publication

The Effect of Brand Gender on Brand Equity

2014-05 , Lieven, Theo , Grohmann, Bianca , Herrmann, Andreas , Landwehr, Jan R. , van Tilburg, Miriam

Brand personality has been suggested as an important source of consumer-based brand equity, yet empirical research on the relation between brand personality perceptions and brand equity is scarce. This article examines the link between masculine and feminine brand personality and brand equity as well as the underlying process of this relationship. Study 1 reported herein involves 140 existing brands and demonstrates that high levels of brand masculinity and femininity relate positively to brand equity, and that this relation is not moderated by participants' sex. Study 2 demonstrates that brand gender accounts for brand equity ratings above and beyond other brand personality dimensions. Study 3 identifies ease of categorization as the underlying mechanism for the relationship between brand gender and brand equity.

View
No Thumbnail Available
Publication

Product Design for the Long Run: Consumer Responses to Typical and Atypical Designs at Different Stages of Exposure

2013-09 , Landwehr, Jan R. , Wentzel, Daniel , Herrmann, Andreas

Extant research on product design has suggested that a design's typicality is an important determinant of consumers' aesthetic liking. Yet most studies to date have measured consumers' reactions to designs of varied typicality after a single exposure. In reality, however, consumers usually have multiple opportunities to observe a product before making a decision. Against this background, the authors perform three studies in the automobile domain that examine whether the positive effect of design typicality is moderated by the level of exposure. Study 1 indicates that aesthetic liking of typical car designs is greater at lower exposure levels, whereas people like atypical car designs better at higher exposure levels. Study 2 uses real sales data and indicates that the interaction between design typicality and exposure also affects sales, suggesting that atypical cars may be more successful in the long run. Using experimental manipulations of the key constructs, Study 3 provides evidence for the underlying process and finds renewed support for the notion that design typicality and exposure interact to affect aesthetic liking.

View
No Thumbnail Available
Publication

The Tipping Point of Design: How Product Design and Brands interact to affect Consumers' Preferences

2012-06 , Herrmann, Andreas , Landwehr, Jan R. , Wentzel, Daniel

Existing research on product design has demonstrated the importance of aesthetics in generating favorable consumer responses. However, the literature has only recently begun to explore if and to what extent the impact of product design is influenced by brand strength. Whereas some research indicates that strong brands may benefit less strongly from aesthetically attractive designs, other research suggests that attractive designs are more persuasive when they are paired with a strong brand. In this research, these two competing predictions were tested through three studies with German car buyers. In Study 1, participants were exposed to a fictitious car that was paired with a randomly chosen brand name. In Study 2, participants were presented with a set of existing cars and were asked to choose one. Both studies yield converging evidence and show that product design and brands interact in a positive fashion, suggesting that attractive designs exert a greater influence on consumers' decision processes when they are accompanied by a strong brand. Study 3 extended these findings by demonstrating that strong brands only increase the impact of attractive designs when perceived risk is high but not when it is low.

View