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Social Contagion as a Driver of Digital Product Use
Social contagion is ubiquitous in the day-to-day lives of consumers. Whether at home with their families, at work with colleagues, spending leisure time with friends, or even when only surrounded by strangers, consumers are always exposed to and influenced by the actions of others. The wide-scale use of digital communication technologies and online social networks has further exacerbated this influence by enabling more varied and intense ways to connect and interact. In the three essays constituting this dissertation, we ask how marketers and product designers can purposefully use social product design features to achieve superior managerial outcomes by harnessing social contagion. The first...
The Behavioral Economics of Digital Customer-Firm Interactions
The use of digital technologies have given rise to new forms of customer-firm interactions (e.g., the use of digital assistants in customer service). The shift towards digitization of customer-firm interactions enables a wide and easily scalable new set of offerings to consumers. From a consumer perspective, the increased use of digital technologies constantly shape individual decisions and attitudes towards firms. This dissertation examines the extent to which customers benefit from these technological advances by taking on a behavioral economics perspective. The main focus of the dissertation lies on two aspects which are highly relevant for firms: (i) customer satisfaction, and (ii) the q...
Advanced Applications of Network Analysis in Marketing Science
The world today is becoming a highly connected place. Firms, consumers and the devices they use are increasingly part of a complex, global network of connected entities. These networks represent a gold mine for marketing scholars that may be interested in developing a better understanding of consumer behavior, and for practitioners who are keen to discover new ways of gaining and retaining customers. This cumulative dissertation focuses on the use of network analysis to generate and analyze novel data in marketing. The work moves beyond the scope of traditional social network analysis to consider networks composed of different types of nodes at varying levels of granularity. The key aim is t...
Behavioral Consequences of Dynamic Pricing
Digital technologies are driving the application of dynamic pricing. Today, this pricing strategy is used not only for perishable products such as flights or hotel rooms, but for almost any product or service category. With dynamic pricing, retailers frequently adjust their prices over time to respond to factors such as demand, their supply and that of competitors, or the time of sale. Additionally, dynamic pricing allows retailers to take advantage of a large share of consumers' willingness to pay while avoiding losses from unsold products. Ultimately, this can lead to an increase in revenue and profit. However, the application of dynamic pricing comes with great challenges. In addition to ...
Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness
The spread and use of screen-based devices have been steeply increasing with new types of screen-based devices such as tablets, e-readers, and screen-based wearable devices (e.g., Smartchwatches) being introduced to the market. Moreover, traditional screen-based devices such as the television (TV) have been merged with Internet technologies. An industry particularly affected by this increasing use of screen-based devices is the media industry. For instance, consumers frequently use multiple screen-based devices in parallel, switching back and forth between devices. The key objective of this cumulative dissertation is to provide insights into the implications of multi-screen behavior for the ...
Consumer Behavior and Behavioral Biases in the Sharing Economy
Sharing business models have been rapidly growing over the past decade. The general idea behind these platforms is that they offer consumers temporary access to (underutilized) products instead of ownership, which is mediated by the Internet. Apart from its economic relevance, the Sharing Economy is of particular interest to researchers, as prior studies have shown that the Sharing Economy seems to fundamentally change consumers ́ consumption patterns. This dissertation systematically explores consumer behavior and behavioral biases in the Sharing Economy. More specifically, this dissertation analyzes the influence of behavioral biases on consumers ́ tariff choice decisions in a sharing co...
Designing for Interaction on Mobile Devices
Digital technology has fundamentally changed the way humans interact with objects. As a consequence, the focus of product development and design processes has been shifting away from creating physical objects towards designing for interaction with digital objects. Touch-based mobile devices such as smartphones and tablet computers play an essential role in this shift of design paradigms. This cumulative dissertation consists of four essays. First, we provide a holistic overview of research from multiple disciplines on the topic of exploring products through digital touch. Second, we focus on the product perspective and develop a tool that helps organizations to quantify, visualize, and commu...
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Híres emberek, híres interjúk
Az elektronikus könyvben 20 híressé vált interjú olvasható, amelyek 1865 és 1931 között készültek. Az alanyok listája önmagáért beszél: Abraham Lincoln, Karl Marx, Louis Pasteur, Theodore Roosevelt, Thomas Edison, XIII. Leó pápa, Arthur Conan Doyle, Nikola Tesla, Jules Verne, Harry Houdini, Guglielmo Marconi, Winston Churchill, Marie Curie, James Joyce, Benito Mussolini, Charles Chaplin, Henry Ford, Georges Clemenceau, Sigmund Freud, Al Capone - a tudomány, a művészet, a történelem és politika híres, esetenként hírdhedt alakjai. Minden interjú hátterét, elő- és utóéletét bevezetés és prológus teszi közérthetővé. A kötet egyik legfőbb érdekessége ...
