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Jasmin Eberharter
Former Member
Last Name
Eberharter
First name
Jasmin
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+41 71 224 7159
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1 - 9 of 9
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PublicationType: journal articleJournal: Controlling : Zeitschrift für erfolgsorientierte UnternehmenssteuerungVolume: 22Issue: 8-9
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PublicationType: journal articleJournal: Marke 41 : das neue Journal für MarketingIssue: 5
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PublicationThe Influence of Managers' Identity and the Role of Market Information in Strategic Marketing Decisions(American Marketing Association, 2013-02-15)Burroughs, J.Marketing managers are supposed to be highly professional in taking information about markets and customer preferences into account when making strategic decisions. However, following the literature on decision behavior, people constantly engage in identity-based decision making which leads to ignorance of relevant information. In the context of managerial decision making, such behavior might jeopardize a firm's market orientation. In three experiments the authors investigate managers' strategic decisions in marketing when one alternative is somehow related to the identity of the decision maker. The findings show that managers tend to make identity-based decisions and ignore relevant market information. Finally, evidence is demonstrated that managers misleadingly project their self-identity-driven preferences onto the preferences of the consumers which clearly points out a detrimental identity effect with regard to managerial decision making in marketing strategy.Type: conference paperJournal: AMA Educators ProceedingsVolume: Volume 24
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PublicationI Like It, They Must Like It, Too : How Managers' Individual Interests Influence Strategic Marketing Decisions(ISCTE Business School, 2012-05-22)Paulo, RitaMarketing managers are supposed to be highly sophisticated in predicting consumers' preferences. However, following relevant literature, the authors argue that even marketing managers' anticipations of customers' preferences are affected by projection biases. Extending prior research in this field, this paper attempts to investigate whether relevant market information can overcome projection bias in the context of strategic marketing decisions. Two empirical studies demonstrate that managers' decisions are influenced by projection biases not only in the case of market information absence but also when nonambiguous market information is available. Hence, marketing managers devalue relevant market information if it does not coincide with their individual interest and still project their individual interests on their predicted customers' preferences.Type: conference paper
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PublicationOn the Influence of Managers‘ Individual Interests in Strategic Marketing Decisions(Fakultät für Wirtschaftswissenschaften, 2012-05-31)Marketing managers are supposed to be highly sophisticated in predicting consumers' preferences. However, following relevant literature, the authors argue that even marketing managers' anticipations of customers' preferences are affected by projection biases. Extending prior research in this field, this paper attempts to investigate whether relevant market information can overcome projection bias in the context of strategic marketing decisions. Two empirical studies demonstrate that managers' decisions are influenced by projection biases not only in the case of market information absence but also when non ambiguous market infor-mation is available. Hence, marketing managers devalue relevant market information if it does not coincide with their individual interest and still project their individual interests on their predicted customers' preferences.Type: conference paper
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PublicationThe Separate Worlds of Marketing Science and Practice : Differences in Evaluating Research(American Marketing Association, 2011-02-18)Srinivasan, R.Type: conference paperVolume: Vol. 22
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PublicationType: newspaper articleJournal: CompetenceVolume: 74.Issue: 11/2010