Johanna Franziska Gollnhofer

Johanna Franziska Gollnhofer

Title

Prof. Dr.

Last Name

Gollnhofer

First name

Johanna Franziska

Email

johannafranziska.gollnhofer@unisg.ch

Phone

+41 71 224 21 40

Homepage

https://www.johanna-gollnhofer.com/

https://www.linkedin.com/in/prof-dr-johanna-gollnhofer-976288b1/?originalSubdomain=ch

Blog

https://www.johanna-gollnhofer.com/blog

Now showing 1 - 5 of 5

Consumer Empiricism: Consumers’ quasi-scientific strategies to evaluate consumption routines.

( 2022-10)
Bucher, Jan-Hendrik
;
Gollnhofer, Johanna Franziska

How do consumers evaluate consumption routines? Using a qualitative research design, we study consumers who quasi-scientifically evaluate consumption routines. We conceptualize consumers’ quasi-scientific approach as consumer empiricism. We uncover four empiricist strategies consumers use to evaluate consumption routines and show how an increasing lay-notion of rationality impacts consumption behavior.

Type: conference speech

URI: https://www.alexandria.unisg.ch/handle/20.500.14171/117112
Consumer experiments: A practice-based approach to rational decision-making.

( 2022-10-28)
Bucher, Jan-Hendrik
;
Gollnhofer, Johanna Franziska

Type: conference speech

URI: https://www.alexandria.unisg.ch/handle/20.500.14171/108133
From consumer interpretivism to consumer empiricism: Consumers’ quasi-scientific strategies to evaluate consumption products.

( 2022-07)
Bucher, Jan-Hendrik
;
Gollnhofer, Johanna Franziska

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

URI: https://www.alexandria.unisg.ch/handle/20.500.14171/108538
The case of Amazon Alexa - How do brands gain legitimation?

( 2022)
Gollnhofer, Johanna Franziska

Type: conference speech

URI: https://www.alexandria.unisg.ch/handle/20.500.14171/109321
How are product categories legitimized?

( 2022-10-28)
Seimetz, Pia Anna-Maria
;
Gollnhofer, Johanna Franziska

Type: conference speech

URI: https://www.alexandria.unisg.ch/handle/20.500.14171/108139

Johanna Franziska Gollnhofer

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