The Impact Of Brand Strength On Consumers’ Reactions Towards E-WOM
Prior research has demonstrated a strong influence of eWOM on consumers. However, it is not known whether individuals react differently to eWOM when it concerns a strong brand rather than a weak Read More »
Author: Alexander Mafael, Sabrina Gottschalk, Henning Kreis, Alexandra Deckert
Contributor: eb™ Research Team
Which One Was First? The Impact Of The Purchase Order On The Sunk-Cost Effect
The impact of sunk costs on decision making is well researched in a variety of disciplines. Yet, we argue that previous studies may have overestimated the effect strengths by not accounting for the Read More »
Author: Lennart Straus, Thomas Robbert, Stephan Roth
Contributor: eb™ Research Team
An Added Value Of Neuroscientific Tools To Understand Consumers’ In-Store Behaviour
Little is still understood about the actual in-store purchase process. Here, we report that prior ad exposure affects in-store decision-making. By using mobile eye-tracking and electroencephalography Read More »
Author: Jesper Clement, Thomas Zoëga Ramsøy, Dalia Bagdziunaite, Khalid Nassri
Contributor: eb™ Research Team
Investors’ Risk Behavior In Times Of Crisis: A Cross Cultural Study
Recent research shows that by decoupling the risk response behavior of individual market participants into the separate components of risk perception and risk attitude, a more robust Read More »
Author: Nikos Kalogeras, Joost M.E. Penning, George Baourakis, Koert Van Ittersum
Contributor: eb™ Research Team
Study Of The Concert Experience Lived By Consumers. Interpretive Analysis Of Quantitative Data
The purpose of this paper is to define and enhance the understanding of the lived consumption experience of the concert by means of a particular theoretical approach and a methodological approach Read More »
