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Wibke Heidig
Former Member
Title
Prof. Dr. oec.
Last Name
Heidig
First name
Wibke
Phone
+41 71 224 2863
Now showing
1 - 3 of 3
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PublicationType: conference paper
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PublicationUpselling or Upsetting? : The Interactive Effect of Cognitive Effort and Message Frame on Customer's Willingness to Accept an Upsell Offer(ISCTE Business School, 2012-05-25)Rita, PauloUpselling is a widely utilized sales tool especially in service industries like car rentals, hotels, and travel businesses. The purpose of this paper is to provide a conceptual clarification of the customer's decision process underlying an upsell choice as well as to give an an answer to the question of when and why consumers decide in favor or against an upsell offer. Drawing on the effort-accuracy framework and framing literature, we show that upsell arguments highlighting loss aspects moderate the relationship between effortful initial decisions and the probability of choosing the upsell.Type: conference paper
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PublicationUpselling or Upsetting? : Determinants of a Successful Upsell Option(Curran Associates, Inc., 2011-08-05)Noble, S.Type: conference paperVolume: AMA Educators Proceedings Volume 22