Johannes David Hattula
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Dr. oec.
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Hattula
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Johannes David
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+41 71 224 2876
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  • Publication
    Managerial Empathy Facilitates Egocentric Predictions of Consumer Preferences
    (American Marketing Association, 2015-04-01)
    Hattula, Johannes
    ;
    Herzog, Walter
    ;
    Dahl, Darren W.
    ;
    Reinecke, Sven
    Common wisdom suggests that managerial empathy (i.e., the mental process of taking a consumer perspective) helps executives separate their personal consumption preferences from those of consumers, thereby preventing egocentric preference predictions. The results of the present investigation, however, show exactly the opposite. First, the authors find that managerial empathy ironically accelerates self-reference in predictions of consumer preferences. Second, managers' self-referential tendencies increase with empathy because taking a consumer perspective activates managers' private consumer identity and, thus, their personal consumption preferences. Third, empathic managers' self-referential preference predictions make them less likely to use market research results. Fourth, the findings imply that when explicitly instructed to do so, managers are capable of suppressing their private consumer identity in the process of perspective taking, which helps them reduce self-referential preference predictions. To support their conclusions, the authors present four empirical studies with 480 experienced marketing managers and show that incautiously taking the perspective of consumers causes self-referential decisions in four contexts: product development, communication management, pricing, and celebrity endorsement
    Type: journal article
    Journal: Journal of Marketing Research
    Volume: 52
    Issue: 2
    DOI: 10.1509/jmr.13.0296
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/106578
    Scopus© Citations 30
  • Publication
    Is more always better? : An investigation into the relationship between marketing influence and mangers' market intelligence dissemination
    (Elsevier, 2015-06-01)
    Hattula, Johannes
    ;
    Schmitz, Christian
    ;
    Schmidt, Martin
    ;
    Reinecke, Sven
    How does the influence of the marketing department within an organization affect marketing managers' dissemination of market intelligence (i.e., knowledge about customer needs and competitor activities) to managers of other departments? Three studies with 711 executive managers and integrated survey and experimental data offer insights. Rather than the positive relationship indicated by conventional wisdom, the study results indicate a curvilinear, inverted U-shaped effect of marketing's influence on marketing managers' dissemination of market intelligence. Managers in a marketing department with moderate influence within the organization are significantly more likely to disseminate market intelligence than are those in low and, interestingly, those in high influence departments. This finding adds nuance to the existing body of knowledge showing countervailing effects of a strong marketing department and implies that executives need to carefully manage the organization's culture to ensure well-balanced influences of the marketing department in relation to other corporate functions.
    Type: journal article
    Journal: International Journal of Research in Marketing : IJRM
    Volume: 32
    Issue: 2
    DOI: 10.1016/j.ijresmar.2015.02.001
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/106363
    Scopus© Citations 12
  • Publication
    Ihr wollt, was ich will
    (Manager-Magazin-Verl.-Ges., 2015-07)
    Reinecke, Sven
    ;
    Hattula, Johannes
    ;
    Herzog, Walter
    ;
    Dahl, Darren
    Type: journal article
    Journal: Harvard Business Manager
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/106226