Erlebniskommunikation — Vermittlung emotionalen Zusatznutzens

Zunehmende technische Konvergenz führt zu immer ?hnlicheren Produkten auf reifen M?rkten. Auf Basis physischer Produkteigenschaften lassen sich kaum noch Wettbewerbsvorteile erzielen. Anbieter versuchen deshalb gezielt mit ihren Produkten und Marken Mehrwert in Form von emotionalem Nutzen zu schaffen. Eine M?glichkeit, diesen zu transportieren, stellt die neue, innovative Kommunikationsform der Erlebniswelt dar, die bisher insbesondere von Automobilherstellern genutzt wird.     

The effect of shipping fee structure on consumers’ online evaluations and choice

This research examines how consumers respond to different shipping fee structures. Focusing on two of the most common shipping fee structures, flat rate shipping and threshold-based free shipping, we first demonstrate that offer evaluations are less (more) favorable with threshold-based free shipping when order value is below (above) the free shipping threshold compared to flat rate shipping. However, when an alternative more important referent is present, the effect of shipping fee structure is attenuated. Second, we show that although perceptions of shipping fees as a profit generator are higher (lower) under threshold-based free shipping relative to flat rate shipping for order values below (above) the free shipping threshold, providing a justification for the shipping fee by explicitly linking it to delivery costs encourages consumers to view the shipping fee as a cost of doing business rather than as a profit generator, thus raising offer evaluations.     

Do data policy restrictions inhibit trade in services?

Review of World Economics - This paper examines whether restrictive data policies are related to trade in services. The authors have collected comparable information on a variety of policy measures...     

Werbeanzeigen von Versicherungsunternehmen zur Aufklärung über Gesundheitsrisiken

Insurers offering health-related services as accident insurance, health insurance coverage or nursing insurance for instance have a legitimate interest in reducing costs of ill insured. Information about health-conscious behavior and health risks provided by advertisement may contribute this impact. In an experimental study, we analyze the effect of credibility of advertisement and independent third-party trustmark on health risk perception and health behavior intentions. Results demonstrate significant influence of credibility of advertisement on health risk perception and higher credibility for advertisement with independent trustmark. Furthermore, higher health risk perception conducts to healthier behavior intentions.