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Martin Bieler
Former Member
Title
M.A.
Last Name
Bieler
First name
Martin
Phone
+41762460623
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1 - 10 of 11
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PublicationEnabling Cocreation With Transformative Interventions: An Interdisciplinary Conceptualization of Consumer BoostingService research emphasizes the relevance of consumers’ participation in the cocreation of transformative outcomes like health and well-being. However, in complex services, consumers’ limited operant resources and lacking resource integration efficiency hinder transformative value cocreation. Service research on mechanisms that facilitate well-being through efficient resource integration is sparse, but several disciplines elaborate cognitive interventions with that target. These interventions have been validated in various contexts. Nevertheless, concerns persist that they can hurt, rather than help, individual consumers. Overcoming such limitations requires an interdisciplinary effort. The present article outlines the new research area “transformative consumer interventions” (TCI) by integrating interventions theory, consumer psychology, and transformative service research in a health context. TCI provide theory-driven principles for the selection and design of interventions that facilitate operant resource integration in complex services. Additionally, we conceptualize consumer boosting, the first TCI-based intervention construct. Consumer boosts are efficient, context-specific, and personalized interventions that enhance individuals’ operant resources. Consumer boosting provides a pathway to transformative cocreation and alleviates the risk of unintended consequences and value co-destruction. This research illustrates that the transformative service domain stands to benefit substantially from getting involved in the discussion on consumer interventions and offers a unique perspective for further conceptual elaboration.Type: journal articleJournal: Journal of Service ResearchVolume: Vol. 25Issue: 1
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PublicationType: journal articleJournal: Marketing Review St. Gallen
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PublicationType: conference paper
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PublicationType: conference paper
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PublicationType: conference paper
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PublicationBeyond Nudging - Boosting Consumer Decision-Making Through Gamification( 2018-07-27)Industries such as financial services see drastically lacking consumer knowledge, leading to far from optimal decision-making. A libertarian paternalistic approach is to nudge people towards what the sender perceives as better choices, however there are significant limitations to the nudging methodology. We propose to enable or “boost” consumers by giving them crucial context-specific information just before they need to make a choice. Confronting the unwillingness of consumers to spend significant amounts of time learning about financial services, we suggest to enhance such a boosting approach by including game design elements in relevant customer journey stages.Type: conference paper
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PublicationType: conference paper
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PublicationKunden transformieren die Versicherungsmärkte(Hanser, 2019-03-11)Sutter, PhilippType: book sectionVolume: 2.
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PublicationBoosting Consumer Behavior: An Interdisciplinary Inquiry into Adaptive Decision-Making Interventions and their Role in Consumer EmpowermentInterventions into consumers cognitive processes can be cost-efficient tools to influence consumer behavior in a desirable direction. They have been extensively discussed as tools to empower consumers pursuit of well-being. Recent research, however, increasingly features unanticipated effects of interventions as well as varying effect sizes and points to a conceptual stagnation of choice intervention research. These issues can be due to an empirical emphasis on direct behavioral outcomes rather than processes, neglect of contextual contingencies, and an often-narrow focus on a singular intervention mechanism as opposed to several promising ones. Currently, cognitive intervention research yields abundant potential for empirical and conceptual explication. This dissertation approaches these research opportunities from different disciplinary and methodical angles with the target of contributing to a developing consumer interventions theory. Article 1 is one of the first works which demonstrates that intrapersonal differences as context factors play an important role in predicting intervention success. Across three online experiments, perceived decision importance and perceived time pressure significantly alter the effectiveness of two choice architecture interventions. Article 2 outlines the new research field transformative consumer interventions through an integration of transformative service theory, extant interventions research, and behavioral decision theory. On that theoretical fundament, the novel intervention construct consumer boosting is conceptualized, followed by an analysis of different interventions potential unintended consequences. Article 3 demonstrates that empowering activities increase customer engagement, which makes interventions an important marketing tool. Using a large-scale international survey and two experimental studies, the research also shows that the effect on engagement is largely mediated by consumers perceived control and perceived learning. Overall, the articles in this dissertation confirm that cognitive interventions can be important tools for consumer empowerment, but that substantial research is required for the robust evaluation of situational virtues and risks associated with the utilization of different interventions. It furthermore showcases how different disciplines can contribute to this research program and provides important empirical and conceptual findings which may boost context-aware cognitive interventions research.Type: doctoral thesis
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PublicationBeyond insurance 2030: Neue Rollen für Versicherer im branchenübergreifenden Wettbewerb(Volkswirtschaftl. Verl.-Ges., 2019-03-21)Type: newspaper articleJournal: Versicherungsrundschau : Zeitschrift der Oesterreichischen Gesellschaft für VersicherungsfachwissenIssue: 1-2 2019