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Jan-Hendrik Bucher
Last Name
Bucher
First name
Jan-Hendrik
Email
jan-hendrik.bucher@unisg.ch
Phone
+41 71 224 7215
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1 - 6 of 6
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PublicationSchweizer Konsumentenverhalten und Markenkommunikation in Zeiten der Covid-19-Pandemie(Gabler/GWV-Fachverl, 2021)
;Leimert, HannahType: journal articleJournal: Marketing Review St. GallenVolume: 3 -
PublicationType: journal articleJournal: Consumer Culture Theory Conference 2020: Interrogating Social Imaginaries.Volume: 3
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PublicationFrom Aesthetic to Epistemic Consumption - Analyzing Knowledge Practices in Consumption Collectives(Association for Consumer Research, 2020-03-12)
;Woermann, NiklasThis paper explores the collective pursuit of quasi-scientific knowledge practices as a consumption activity. By comparatively analyzing focal knowledge practices in two highly-specialized consumption collectives we shed light on how consumers engage with epistemic knowledge. We thereby contribute to a better understanding of collective consumption in today's knowledge society.Type: journal articleJournal: Advances in Consumer ResearchVolume: 48 -
PublicationCustomer experiments: How customers conduct at-home experiments to examine and evaluate purchased products( 2021-10-15)How do customers evaluate purchased products? Prior research assumes that customers compare perceived actual performance with expected performance, resulting in customer satisfaction or dissatisfaction. While customer satisfaction and its influencing factors (e. g., customers’ mood, the form of communication, or the experienced variety of product usage) have been extensively studied, the process of how customers evaluate purchased products remains understudied. Using qualitative interviews and netnography, we study customers who make great efforts to evaluate purchased products in four product categories (self-care products, household items, food & beverages, consumer technology). We find that certain customers draw on five different types of experiments to examine and evaluate purchased products in a quasi-scientific way. We contribute to consumer research and marketing by mapping evaluative processes that lead to customer satisfaction/dissatisfaction.Type: conference paper
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PublicationType: conference speech
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PublicationFrom consumer interpretivism to consumer empiricism: Consumers’ quasi-scientific strategies to evaluate consumption products.( 2022-07)Prior literature shows how consumers use information processing strategies to evaluate experience products before establishing consumption routines. For instance, consumers interpret brands, aesthetics, brand names, or prices to guide their evaluations. We suggest that consumers also pursue a complementary evaluation strategy that we call empiricist evaluation. Using in-depth interviews and netnographic data collection, we study consumers who aim to evaluate experience products rationally, analytically, and evidence-based. We conceptualize this quasi-scientific evaluation strategy as consumer empiricism. Our literature review identifies prior research that alludes to this phenomenon. However, we miss a holistic understanding of consumers’ empiricist evaluation strategies. Therefore, we ask: How and under what conditions do consumers use empiricist strategies to evaluate consumption routines? We find that consumers use empiricist evaluation strategies in high-involvement consumption fields as they are driven by three interlocking cultural discourses: Institutional mistrust, an urge for optimization, and hyper-individualization. Further, our findings show how consumers use empiricist methods of observation, quantification, triangulation, and sensation to evaluate experience products in their individual contexts.Type: conference speech