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Reto Hofstetter
Title
Prof. Dr.
Last Name
Hofstetter
First name
Reto
Email
reto.hofstetter@unisg.ch
Google Scholar
Now showing
1 - 10 of 37
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PublicationBridging the Generational Divide(Harvard Business Review, 2022-01)
;Schindler, L. ;Deubelbeiss, O. ;Lanz, Andreas ;Faltl, MartinMarketers are often older than the audiences they are trying to reach, making it a challenge to connect. A new study examines the marketing generation gap and suggests some ways to narrow it.Type: journal articleJournal: Harvard Business Review -
PublicationHuman Machine Creativity. How AI Can Influence Human Creativity in Open Innovation( 2022-06)
;Melanie CleggMarc BravinType: journal articleJournal: Marketing Review St.GallenVolume: 2022Issue: 6 -
PublicationThe Problem with Innovation Contests(Harvard Business Review, 2021-07)
;Dahl, Darren W.Type: journal articleJournal: Harvard Business ReviewVolume: July/August -
PublicationHow Should Consumers' Willingness to Pay Be Measured? An Empirical Comparison of State-of-the-Art Approaches(American Marketing Association, 2011-02)
;Miller, Klaus ;Krohmer, HarleyZhang, JohnThis study compares the performance of four commonly used approaches to measure consumers' willingness to pay with real purchase data (REAL): the open-ended (OE) question format; choice-based conjoint (CBC) analysis; Becker, DeGroot, and Marschak's (BDM) incentive-compatible mechanism; and incentive-aligned choice-based conjoint (ICBC) analysis. With this five-in-one approach, the authors test the relative strengths of the four measurement methods, using REAL as the benchmark, on the basis of statistical criteria and decision-relevant metrics. The results indicate that the BDM and ICBC approaches can pass statistical and decision-oriented tests. The authors find that respondents are more price sensitive in incentive-aligned settings than in non-incentive-aligned settings and the REAL setting. Furthermore, they find a large number of "none" choices under ICBC than under hypothetical conjoint analysis. This study uncovers an intriguing possibility: Even when the OE format and CBC analysis generate hypothetical bias, they may still lead to the right demand curves and right pricing decisions.Type: journal articleJournal: Journal Of Marketing ResearchVolume: 48Issue: 1Scopus© Citations 303 -
PublicationType: journal articleJournal: Marketing Review St. GallenVolume: 26Issue: 5
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PublicationNFT uniqueness drives asocial behavior in crypto communities( 2023)
;Anush SridharType: conference paper -
PublicationThe Backfiring Effect of NFTs: Unique NFTs Trigger Entitlement and Selfishness in Crypto-Communities( 2023-10-29)
;Anush Sridhar -
PublicationType: conference paper
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PublicationType: conference paper