BACHELORSEMINAR MARKETING & VERTRIEB SOSE 2020 - KIT
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Bachelorseminar Marketing & Vertrieb SoSe 2020 Themen und Auswahlprozess Institut für Wirtschaftsinformatik und Marketing (IISM) Forschungsgruppe Marketing & Vertrieb KIT – Universität des Landes Baden-Württemberg und nationales Forschungszentrum in der Helmholtz-Gemeinschaft www.kit.edu
Zielgruppe und Bewerbungsprozess
Zielgruppe:
Interessenten an einer Bachelorarbeit im Marketing
Die Teilnahme vor dem Schreiben der Bachelorarbeit wird dringend empfohlen
Anzahl Plätze:
Es stehen 10 Seminarplätze zur Verfügung
Platzbeschränkung macht Bewerbungsprozess nötig
Die Bewerbung für das Seminar erfolgt über die Plattform https://portal.wiwi.kit.edu
Auswahlmechanismus:
Modifiziertes Bestenprinzip, d.h. die leistungsstärksten Bewerber werden – unter
Berücksichtigung von Studienplanung u. Schwerpunktsetzung – zuerst berücksichtigt.
Fragen zum Bewerbungsprozess bitte an sven.feurer@kit.edu
2 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
Forschungsgruppe Marketing & VertriebTermine
Themen online: ab 7. Januar 2020
Bewerbungsfrist: bis zum 17. Januar 2020, 16:00 Uhr
Bekanntgabe der ersten Zusagen: 19. Januar 2020
Frist zur Annahme zugesagter Plätze: bis zum 24. Januar 2020, 23:59 Uhr
Vorbesprechung (Anwesenheitspflicht!): 3. Februar 2020, 17:30 – 19:00 Uhr, 20.21, 115
Bearbeitungsstart: 3. Februar 2020
Abgabe der Seminararbeit: 4. Juni 2020, 12:00 Uhr
Präsentation (Anwesenheitspflicht!): 26. Juni 2020, 10:30-17:00 Uhr, 20.21, 115
3. Juli 2020, 10:30-17:00 Uhr, 20.21, 115
3 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
Forschungsgruppe Marketing & Vertrieb(Grobe) Form der Seminararbeit (1/2)
Zielsetzung:
Im Rahmen des Seminars sollen die Teilnehmer lernen, mit wissenschaftlichen
Arbeiten im Marketing umzugehen. Konkret besteht ihre Aufgabe darin, sich mit
einer aktuellen Forschungsarbeit intensiv vertraut zu machen und die zitierte
Literatur zu beschaffen und zu lesen. Zudem sollen sie die empirischen und
statistischen Verfahren nachvollziehen und die Ergebnisse sicher interpretieren.
Abschließend sollen die Teilnehmer die betrachtete Studie in Beziehung setzen
zu aus dem Studium bekannten Inhalten und den Beitrag der analysierten Studie
kritisch würdigen.
Umfang:
Schriftliche Arbeit: nicht mehr als 15 Seiten
Präsentation im Seminar: 15 Minuten + 10 Minuten Diskussion
4 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
Forschungsgruppe Marketing & Vertrieb(Grobe) Form der Seminararbeit (2/2)
Bewertung der Leistung:
60% Seminararbeit
30% Präsentation
10% Beteiligung am Seminar
Konkretisierung:
Genauere Hinweise zur konkreten Ausgestaltung werden in der Vorbesprechung
am 3. Februar 2020 gegeben.
5 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
Forschungsgruppe Marketing & VertriebZu den Themen
Gemäß der vorgestellten Zielsetzung (Folie 4), beziehen sich die einzelnen Themen
des Seminars auf aktuelle Forschungsarbeiten im Marketing
Eine Liste der aktuellen Themen finden Sie auf den Folien 7 bis 11.
Die Präferenzen können im Seminarmodul angegeben werden. Die Zuteilung der
Themen erfolgt nach einem modifizierten Bestenprinzip, d.h. der beste Bewerber
bekommt zuerst seinen Erstwunsch erfüllt, dann der zweitbeste Bewerber usw.
Themen werden nicht doppelt vergeben, d.h. es kann einem Teilnehmer auch ein
Thema zugeteilt werden, das er oder sie nicht explizit als Themenwunsch genannt hat
Eigene Themenvorschläge durch Studierende sind nicht möglich
6 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
Forschungsgruppe Marketing & VertriebThemenliste (1/5)
1. Shen, Luxi, Hsee, Christopher K., Talloen, Joachim H (2019), The fun and function of uncertainty: Uncertain Incentives Reinforce Repetition
Decisions, Journal of Consumer Research, 46, 1, 69-81.
This research studies repetition decisions—namely, whether to repeat a behavior (e.g., a purchase) after receiving an incentive (e.g., a
discount). Can uncertainty drive repetition? Four experiments, all involving real consequences for each individual participant, document a
counterintuitive reinforcing-uncertainty effect: individuals repeat a behavior more if its incentive is uncertain than if it is certain, even when the
certain incentive is financially better. This effect is robust; it holds in both lab and field settings and at both small and large magnitudes.
Furthermore, the experiments identify two theory-driven boundary conditions for the reinforcing-uncertainty effect: the effect arises (a) only if
the uncertainty is resolved immediately and not if the resolution of uncertainty is delayed, and (b) only after, not before, one has engaged in
repetitions. These results support a resolution-as-reward account and cast doubt on other explanations such as reference-dependent
preferences. This research reveals the hidden value of uncertain incentives and sheds light on the delicate relationship between incentive
uncertainty and repetition decisions.
2. Herd, Kelly B., Mehta, Ravi (2019), Head versus heart: The effect of objective versus feelings-based mental imagery on new product creativity,
Journal of Consumer Research, 46, 1, 36-52.
Imagination visual mental imagery, a mental simulation process that involves imagining an end user interacting with an end product, has been
proposed as an efficient strategy to incorporate end-user experiences during new product ideation. Consumer research finds that this strategy
enhances overall product usefulness, but does not resolve whether and how this process may impact outcome originality. The present work
delineates the imagination visual mental imagery construct and argues that such mental imagery can take two different routes—one that is more
feelings-based (i.e., feelings-imagination), and one that is more objective (i.e., objective-imagination). Further, we propose that although these two
approaches will equally benefit outcome usefulness, they will have differential impact on outcome originality. Across five studies, we demonstrate
that adopting a feelings-imagination versus an objective-imagination approach induces higher empathic concern, enhancing cognitive flexibility,
which leads to higher outcome originality. Theoretical and managerial implications are discussed.
7 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
Forschungsgruppe Marketing & VertriebThemenliste (2/5)
3. Fisher, Marshall L., Gallino, Santiago, and Xu, Joseph J. (2019), The value of rapid delivery in Omnichannel Retailing, Journal of Marketing
Research, 56, 5, 732-748.
The authors study how faster delivery in the online channel affects sales within and across channels in omnichannel retailing. The authors
leverage a quasi-experiment involving the opening of a new distribution center by a U.S. apparel retailer, which resulted in unannounced
faster deliveries to western U.S. states through its online channel. Using a difference-in-differences approach, the authors show that online
store sales increased, on average, by 1.45% per business-day reduction in delivery time, from a baseline of seven business days. The
authors also find a positive spillover effect to the retailer’s offline stores. These effects increase gradually in the short-to-medium run as the
result of higher order count. The authors identify two main drivers of the observed effect: (1) customer learning through service interactions
with the retailer and (2) existing brand presence in terms of online store penetration rate and offline store presence. Customers with less
online store experience are more responsive to faster deliveries in the short run, whereas experienced online store customers are more
responsive in the long run.
4. Van Laer, T., Escalas, Jennifer E., Ludwig, S., van den Hende, Ellis (2019), What Happens in Vegas Stays on TripAdvisor? A Theory and
Technique to Understand Narrativity in Consumer Reviews, Journal of Consumer Research, 46, 2, 267-285.
Many consumers base their purchase decisions on online consumer reviews. An overlooked feature of these texts is their narrativity: the extent to
which they tell a story. The authors construct a new theory of narrativity to link the narrative content and discourse of consumer reviews to
consumer behavior. They also develop from scratch a computerized technique that reliably determines the degree of narrativity of 190,461
verbatim, online consumer reviews and validate the automated text analysis with two controlled experiments. More transporting (i.e., engaging) and
persuasive reviews have better developed characters and events as well as more emotionally changing genres and dramatic event orders. This
interdisciplinary, multimethod research should help future researchers (1) predict how narrativity affects consumers’ narrative transportation and
persuasion, (2) measure the narrativity of large digital corpora of textual data, and (3) understand how this important linguistic feature varies along a
continuum.
8 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
Forschungsgruppe Marketing & VertriebThemenliste (3/5)
5. Grewal, Lauren and Stephen, Andrew (2019), In Mobile We Trust: The Effects of Mobile Versus Nonmobile Reviews on Consumer Purchase
Intentions, Journal of Marketing Research, 56, 5, 791-808.
In the context of user-generated content (UGC), mobile devices have made it easier for consumers to review products and services in a timely
manner. In practice, some UGC sites indicate if a review was posted from a mobile device. For example, TripAdvisor uses a “via mobile” label to
denote reviews from mobile devices. However, the extent to which such information affects consumers is unknown. To address this gap, the
authors use TripAdvisor data and five experiments to examine how mobile devices influence consumers’ perceptions of online reviews and their
purchase intentions. They find that knowing a review was posted from a mobile device can lead consumers to have higher purchase intentions.
Interestingly, this is due to a process in which consumers assume mobile reviews are more physically effortful to craft and subsequently equate this
greater perceived effort with the credibility of the review.
6. Bleier, Alexander, Harmeling, Colleen M., Palmatier, R. W. (2019), Creating Effective Online Customer Experiences, Journal of Marketing, 83, 2,
98-119.
Creating effective online customer experiences through well-designed product web pages is critical to success in online retailing. How such web
pages should look specifically, however, remains unclear. Previous work has only addressed a few online design elements in isolation, without
accounting for the potential need to adjust experiences to reflect the characteristics of the products or brands being sold. Across 16 experiments,
this research investigates how 13 unique design elements shape four dimensions of the online customer experience (informativeness,
entertainment, social presence, and sensory appeal) and thus influence purchase. Product (search vs. experience) and brand (trustworthiness)
characteristics exacerbate or mitigate the uncertainty inherent in online shopping, such that they moderate the influence of each experience
dimension on purchases. A field experiment that manipulates real product pages on Amazon.com affirms these findings. The results thus provide
managers with clear strategic guidance on how to build effective web pages.
9 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
Forschungsgruppe Marketing & VertriebThemenliste (4/5)
7. Eggert, A., Steinhoff, L., and Witte, Carina (2019), Gift Purchases as Catalysts for Strengthening Customer–Brand Relationships, Journal of
Marketing, 83, 5, 115-132.
Gift giving is an effective means to strengthen interpersonal relationships; it also may initiate and enhance customer–brand relationships. Through a
field study conducted with an international monobrand retailer of beauty products, a combination of propensity score matching with difference-in-
differences estimations, and two experimental scenario studies, this research demonstrates that gift buyers spend 63% more in the year following a
gift purchase than a matched sample of customers who purchase for their personal use. Specifically, gift buyers increase their purchase frequency
(25%), spend more per shopping trip (41%), and engage in more cross-buying (49%). The sales lift is particularly pronounced among new
customers. Identity theory suggests customer gratitude and public commitment as mediating mechanisms. Gift purchase design characteristics (i.e.,
assistance during gift purchase and branded gift wrapping) influence the strength of the mediating mechanisms.
8. Pattabhiramaiah, Adithya, Sriram, S., Manachanda, Puneet (2019), Paywalls: Monetizing Online Content, Journal of Marketing, 83, 2, 19-36.
In recent years, many news providers have begun monetizing online content through paywalls. While the premise behind paywalls is that the
subscription revenue can be a new source of income, the externalities that might arise from this pricing change are unclear. The authors study two
potential externalities of newspaper paywalls: (1) the effect of a paywall on the engagement of its online reader base and (2) the spillover effect on
the print version of the newspaper. The engagement effect considers how the paywall altered the various engagement metrics among light and
heavy readers of online news. The spillover effect is likely to arise if readers view print and online versions of a newspaper as substitutes, implying
that increasing the price of the latter is likely to increase the demand for the former. Moreover, many newspaper paywalls offer bundles wherein
print subscribers are provided free access to the online newspaper. Therefore, the value that a reader derives from the print subscription could be
higher after the erection of the paywall. As a result, paywalls are likely to have a positive spillover effect on print subscription and, consequently,
circulation. The authors document the sizes of the two externalities for the New York Times paywall and compare them with the direct subscription
revenue generated. They comment on implications for newspapers and online content providers that are seeking mechanisms to monetize digital
content.
10 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
Forschungsgruppe Marketing & VertriebThemenliste (5/5)
9. Melumad, S., J. J. Inman, and Pham, M. T. (2019), Selectively Emotional: How Smartphone Use Changes User-Generated Content, Journal of
Marketing Research, 56, 2, 259-275.
User-generated content has become ubiquitous and very influential in the marketplace. Increasingly, this content is generated on smartphones
rather than personal computers (PCs). This article argues that because of its physically constrained nature, smartphone (vs. PC) use leads
consumers to generate briefer content, which encourages them to focus on the overall gist of their experiences. This focus on gist, in turn, tends to
manifest as reviews that emphasize the emotional aspects of an experience in lieu of more specific details. Across five studies—two field studies
and three controlled experiments—the authors use natural language processing tools and human assessments to analyze the linguistic
characteristics of user-generated content. The findings support the thesis that smartphone use results in the creation of content that is less specific
and privileges affect—especially positive affect—relative to PC-generated content. The findings also show that differences in emotional content are
driven by the tendency to generate briefer content on smartphones rather than user self-selection, differences in topical content, or timing of writing.
Implications for research and practice are discussed.
10. DeRosia, E. D., & Elder, R. S. (2019). Harmful Effects of Mental Imagery and Customer Orientation During New Product Screening. Journal of
Marketing Research, 56(4), 637–651.
One of the traditional tenets of marketing is that managers considering whether to develop and launch a new product should adopt a customer
orientation and consider whether the product would satisfy the needs of customers. This research discovers that adopting a customer orientation
causes managers to experience undesirable cognitive effects. The authors find that when considering customers’ needs during the screening phase
of the new product development process, managers often voluntarily engage in mental imagery (i.e., cognitive simulation) that biases their
evaluation of a new product idea toward unrealistic optimism—even for a flawed product that would not satisfy customer needs. Furthermore, the
authors find that managers who exert greater vigilance to achieve more accurate evaluations of the new product idea are especially vulnerable to
the biasing effect, leading to less accurate evaluations. The authors test an analytical technique (i.e., a theory-based approach to analyzing the new
product) that successfully allows a manager to adopt a customer orientation without an attendant bias toward optimism.
11 Martin Klarmann, Sommersemester 2020 Institut für Wirtschaftsinformatik und Marketing (IISM)
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