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Johannes David Hattula
Former Member
Title
Dr. oec.
Last Name
Hattula
First name
Johannes David
Phone
+41 71 224 2876
Homepage
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1 - 10 of 12
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PublicationHow Does Marketing Department's Influence Affect the Dissemination of Market Intelligence Across the Firm? : Evidence for an Inverted U-Shaped Relationship(EMAC European Marketing Academy, 2013-06-04)
;Schmidt, MartinThis research studies the relationship between marketing department‘s influence and one of its main functions within the firm: disseminating market intelligence. Although prior Research assumes that marketing is more likely to disseminate intelligence with increasing influence, the authors hypothesize that there might be limits to the benefits of high marketing influence. The results of two empirical studies indicate that the relationship is not entirely positive but rather takes the form of an inverted U.Type: conference paper -
PublicationMarketing Department's Influence and Information Dissemination Within in a Firm : Evidence for an Inverted U-Shaped Relationship(Academy of Marketing Science (Business Louisiana Tech), 2013-07-17)
;Schmidt, MartinType: conference paper -
PublicationWhen Empathic Managers Become Consumers: A Self-referential Bias(ARC Association for Consumer Research, 2012-10-04)
;Herzog, Walter ;Dahl, Darren W.This research implies that cognitive empathy, the mental process of putting oneself into the shoes of consumers, activates managers' consumer identity and increases the influence of their personal consumption preferences on predicted consumer preferences. Two studies are presented in suppport of this self-referential bias.Type: conference paper -
PublicationWhen Empathic Managers Misunderstand Their Customers : Evidence for a Self-Referential BiasA core managerial task is forming accurate predictions about customer preferences. This investigation adds to the scarce research on this topic in two ways. First, our results suggest that managers use their own preferences as a cue for their customers' preferences. We label this tendency self-referential ‘bias' because managers' individual tastes are questionable predictors of customer preferences. Second, we examine how cognitive empathy, that is, the mental process of putting oneself into the shoes of customers to understand their needs, influences the bias. Although common wisdom suggests that empathy is associated with an increased customer focus and a decreased emphasis on one's own perspective, our results indicate the contrary, that is, the self-referential bias increases with the amount of empathy. This finding is in line with recent social psychological work according to which (a) empathy increases the perceived social closeness between observers (i.e., managers) and targets (i.e., customers) and (b) observers tend to assume that close others share their own preferences. In an initial experiment, marketing managers completed a case study on a product development process in the automotive industry. They were asked to steer the product development process by assigning importance weights to six product features (e.g., engine power) which were then correlated with their personal importance ratings of the features when buying a new car (as a consumer). For all product features, we find that (a) there is a positive correlation between managers' personal importance ratings and the importance weights in the management task and (b) the correlation significantly increases as managers exhibit greater cognitive empathy. Further results and implications are discussed.Type: conference paper
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PublicationA Dynamic Model of Fan Behavior : When Team Expenditures and Brand Equity Signal Future Performance in Professional Sports Market(ISCTE Business School, 2012-05-22)
;Hattula, Stefan ;Wetzel, Hauke ;Hammerschmidt, Maik ;Ebertin, Cornelia ;Bauer, Hans H.Paulo, RitaType: conference paper -
PublicationToo Much or Not Enough : How the Degree of Interpersonal Similarity Forces Compliance with RequestsImagine you are asked for participation in a survey. Would your willingness to comply depend on characteristics of the requester? Would you be more likely to answer when there is a similarity between you and the requester? And, particularly, would the degree of similarity affect your willingness? Many studies provide support for the persuasive role of similarity on willingness to comply. When people share similarities, they feel socially connected that is enough to increase compliance with requests. However, contrary to that literature, research on uniqueness empathizes humans' innate drive for uniqueness that leads them to avoid too much similarity. Therefore, we experimentally investigate whether the degree of similarity, manipulated by the first name of the requester, influences compliance with a request. 600 marketing and sales managers were invited to participate in an online survey. They were randomly assigned to one of three conditions: one third of the participants were invited by a person with the same first name ("high similarity"), the second third received the request by a person with same first name initials ("low similarity"), and the remaining third was contacted by a person with a completely different first name ("no similarity"). The conditions were identical with the exception of the name that appeared as the requester of the invitation. The results support our assumption of an inverted u-shaped relationship between the degree of similarity and humans' willingness to comply. Persons with identical initials were significantly more likely to participate in the survey than both those who received the request by a person with different initials and those with same first name. We find no difference between highType: conference paper
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PublicationThe Separate Worlds of Marketing Science and Practice : Differences in Evaluating Research(American Marketing Association, 2011-02-18)Srinivasan, R.Type: conference paperVolume: Vol. 22
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PublicationExploring the Dynamic Relationship between Brand Equity and Sport-Related Success in Sports Clubs(American Marketing Association, 2011-08-05)
;Hattula, Stefan ;Hammerschmidt, Maik ;Bauer, Hans H.Noble, S.Type: conference paperJournal: AMA Educators ProceedingsVolume: Volume 22 -
PublicationType: conference paper