Prof. Dr. oec.
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PublicationUpselling or Upsetting? Determinants of a Successful Upsell OptionType: conference paper
PublicationUpselling or Upsetting? : The Interactive Effect of Cognitive Effort and Message Frame on Customer's Willingness to Accept an Upsell OfferUpselling is a widely utilized sales tool especially in service industries like car rentals, hotels, and travel businesses. The purpose of this paper is to provide a conceptual clarification of the customer's decision process underlying an upsell choice as well as to give an an answer to the question of when and why consumers decide in favor or against an upsell offer. Drawing on the effort-accuracy framework and framing literature, we show that upsell arguments highlighting loss aspects moderate the relationship between effortful initial decisions and the probability of choosing the upsell.Type: conference paper
PublicationInternal Branding Through Brand Games : Evidence From A Field ExperimentMany companies do it: they let their employees play - with small plastic bricks, tokens, memory cards or board games. Practice and anecdotal evidence suggests that brand games work, because they are fun and motivate customer-contact employees to live the brand. The purpose of this paper is to investigate if a brand and its underlying values can be communicated effectively through the use of brand games. Drawing on flow theory and research on social interaction the reported field experiment demonstrates that brand games can lead to more favorable evaluations of the brand and higher levels of positive affect toward the brand compared to an expository representation.Type: conference paperJournal: AMA Educators ProceedingsVolume: Volume 23
PublicationUpselling or Upsetting? : Determinants of a Successful Upsell OptionType: conference paperVolume: AMA Educators Proceedings Volume 22
PublicationRevenue Management aus der Kundenperspektive : Grundlagen, Problemfelder und LösungsstrategienType: book
PublicationThe Information Display Board: A Milestone in Process TracingType: book sectionVolume: Vol. 8
PublicationFallstudie: ABB - Eine Marke in Bewegung gebrachtType: book sectionVolume: 3., vollst. überarb. u. erw. Aufl.
PublicationRevenue Management aus KundensichtType: book sectionVolume: 1. Auflage 2014
PublicationWahrgenommene Preisfairness und Ansätze zur Konfliktlösung im Revenue Management(Springer Gabler, 2014)
;Wirtz, JochenType: book sectionVolume: 1. Auflage 2014
PublicationMitarbeiterassoziationen als Treiber der ArbeitgeberattraktivitätType: book sectionVolume: 2., aktual. u. erw. Aufl.