Andreas Herrmann
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Prof. Dr.
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Herrmann
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Andreas
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andreas.herrmann@unisg.ch
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+41 71 224 2130
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  • Publication
    The Impact of Mimicry on Sales - Evidence from Field and Lab Experiments
    (Elsevier, 2011-06)
    Herrmann, Andreas
    ;
    Landwehr, Jan R.
    ;
    Henkel, Sven
    ;
    Rossberg, Nadja
    ;
    Huber, Frank
    A buyer's observation that one or more people are consuming a product can lead that buyer to consume the product as well. The evidence supporting unconscious and unintentional (automatic) mimicry of consumption suggests that it is a pervasive and robust phenomenon. However, up until now most findings on the antecedents of mimicry have been obtained from lab studies. Using a field study, the current research shows that passengers in a train mimic the consumption behavior of other passengers. Two subsequent lab studies suggest that mimicry of consumption is all the more powerful the more people there are consuming and the more intense and consistent their consumption behavior is. However, the impact of the number of people on the willingness to engage in mimicry reaches a peak at approximately eight people and is relatively constant thereafter.
    Type: journal article
    Journal: Journal of Economic Psychology
    Volume: 32
    Issue: 3
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/94075
  • Publication
    The Effect of Default Options on Choice - Evidence from online Product Configurators
    (Elsevier Science, 2011-11)
    Herrmann, Andreas
    ;
    Landwehr, Jan R.
    ;
    Stadel, Daniel
    ;
    Heitmann, Mark
    ;
    Huber, Frank
    ;
    Goldstein, D.
    Many firms use product configurators to enable customers to specify their desired products online. In such systems, defaults are pre-specified for levels of product features by the manufacturer or dealer. For example, when configuring a racing bike online, a default is predefined (e.g., the Shimano Ultegra model) for all required features (e.g., the gearshift levers). Such defaults, which may even adapt to previous choices, ensure that a functional and fully defined product emerges at the end of the configuration process. However, when designing sales systems, companies often fail to realize that these defaults also affect customer decision-making. We demonstrate the effect by a study that makes use of a fully simulated racing bike configurator. We find the following results: Moving the default of one feature (e.g. wheels) from the lowest to the highest level results in an increase in sales. In addition, the feature level defined as the default also acts as a reference point by increasing the sales of levels near to it. In order to maximize sales, the default should be set at the level of a feature that is between the medium and the highest price level. To conclude we discuss how manufacturers and dealers subtly yet powerfully influence the decision-making process with their sales systems.
    Type: journal article
    Journal: Journal of Retailing and Consumer Services
    Volume: 18
    Issue: 6
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/93329
  • Publication
    Type: journal article
    Journal: Marketing Review St. Gallen
    Volume: 26
    Issue: 4
    DOI: 10.1007/s11621-009-0118-2
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/75754
  • Publication
    Type: journal article
    Journal: Marketing : Zeitschrift für Forschung und Praxis (ZFP)
    Volume: 30
    Issue: 4
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/79536
  • Publication
    Type: journal article
    Journal: International Journal of Consumer Studies
    Volume: 31
    Issue: 6
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/81619
  • Publication
    Building Brand Equity via Product Quality
    (Routledge, Taylor & Francis Group, 2007-01-01)
    Herrmann, Andreas
    ;
    Huber, Frank
    ;
    Shao, A.
    ;
    Bao, Y.
    Type: journal article
    Journal: Total Quality Management & Business Excellence
    Volume: 18
    Issue: 5
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/81147
  • Publication
    Type: journal article
    Journal: Journal of Product & Brand Management
    Volume: 16
    Issue: 1
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/81621
  • Publication
    A Model of Buyer Regret: Selected Prepurchase and Postpurchase Antecedents and Consequences for the Brand and the Channel
    (Elsevier, 2007-12-01)
    Keaveneya, Susan M.
    ;
    Huber, Frank
    ;
    Herrmann, Andreas
    This research examines how two prepurchase stages of the buyer decision process-information search and alternative evaluation-and two postpurchase stages-evaluation of product and service attributes-influence buyer regret. The study extends prior consequences of regret to include purchase intentions toward both brand and the channel. Tested in a field sample of luxury automobile purchasers, results show that higher information search and alternative evaluation lead to more buyer regret; lower evaluations of service (but not product) attributes lead to more regret; and regret's consequences include reduced intentions to repurchase either the brand or from the dealership. Buyers who switch brands experience more regret than buyers who did not switch brands.
    Type: journal article
    Journal: Journal of Business Research
    Volume: 60
    Issue: 12
    DOI: 10.1016/j.jbusres.2006.07.005
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/79899
    Scopus© Citations 39
  • Publication
    Direct and Indirect Effects of Self Image Congruence on Brand Loyality
    (Elsevier, 2007-09-01)
    Kressmann, Frank
    ;
    Sirgy, Joseph
    ;
    Herrmann, Andreas
    ;
    Huber, Frank
    ;
    Huber, Stephanie
    ;
    Lee, Dong-Jin
    The purpose of the paper is to test a model dealing with direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. The model was tested using cars as the product stimulus in a survey of 600 car owners. We chose automobiles because cars are high in conspicuousness (therefore are likely to be evaluated using symbolic criteria) and are used across a variety of situations. The model was mostly supported by the data. First, the results document the paramount importance of self-congruity in predicting brand loyalty. Second, our study integrated the emerging construct of brand relationship quality into self-congruity theory. Third, in regards to the hypothesized effect of self-congruity on functional congruity, the data were supportive. Additional managerial implications are discussed.
    Type: journal article
    Journal: Journal of Business Research
    Volume: 59
    Issue: 9
    DOI: 10.1016/j.jbusres.2006.06.001
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/80252
    Scopus© Citations 636
  • Publication
    An empirical study of quality function deployment on company performance
    (Emerald, 2006-01-01)
    Herrmann, Andreas
    ;
    Huber, Frank
    ;
    Algesheimer, René
    ;
    Tomczak, Torsten
    Purpose - Quality function deployment (QFD) has had considerable success in terms of its implementation in companies. It has also been the subject of many studies in recent years. It seems, however, that there are some shortcomings in the research on this subject and in particular the lack of an adequate conceptual framework suitable for empirical research. The purpose of this paper is to address this issue. Design/methodology/approach - This study proposes and elaborates a model which examines QFD in relation to three dimensions of performance: improvement of product quality, reduction in costs for R&D, shorter R&D time. The model is empirically tested on data gathered on a stratified random sample of manufacturing plants through the application of valid and reliable measures. The model is tested using structural equation modeling. Findings - The results show three distinct paths of direct influence which lead, respectively, to superior economic performance. The empirical study has shown that the success of a QFD project is mainly influenced by motivated employees in the QFD project team. A comprehensive technical support for the QFD project is also a crucial key success factor. The strict organization of the QFD project is of minor, however still remarkable importance for the success. Originality/value - This article specifically addresses the following four questions. What are the variables which affect QFD? What are the outcomes from using QFD? What relationships exist between QFD variables and outcomes? What guidelines may be offered for managers of QFD? By answering these questions the manager will get a clear understanding of the impact of QFD on corporate success.
    Type: journal article
    Journal: International Journal of Quality and Reliability Management
    Volume: 23
    Issue: 4
    DOI: 10.1108/02656710610657576
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/83264
    Scopus© Citations 29