| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Keine Begutachtung |
| Titel: | 'I combined it myself'-effect : how to influence customers’ willingness to pay |
| Autor/-in: | Otto, Jessica Hari, Jürg J. |
| Seite(n): | 1 |
| Seiten bis: | 6 |
| Angaben zur Konferenz: | The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017 |
| Erscheinungsdatum: | 2017 |
| Verlag / Hrsg. Institution: | Academy of Marketing |
| ISBN: | 978-1-5272-1271-8 |
| Sprache: | Englisch |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | People like to present themselves, even when buying products. Research showed consumers like self-designed products better than standardized ones and show a higher Willingness-To-Pay. Preference fit, feeling of accomplishment, perceived contribution, process enjoyment, process costs and time needed also influence those effects. To test if this effect also occurs when consumers are only able to combine – not to design – different products to an individual gift set, was the aim of this research. 100 participants took part in an online experiment, 50 of them had the possibility to combine their own gift sets. The results showed that participants who self-combined their gift set, were willing to pay almost 25% more than participants in the other group. In this experimental setting none of the other factors had an impact on the WTP and there was no effect on liking the product. Additionally an effect was found between preference-fit and liking the combined set. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/12928 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Otto, J., & Hari, J. J. (2017). ‘I combined it myself’-effect : how to influence customers’ willingness to pay [Conference paper]. The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017, 1–6.
Otto, J. and Hari, J.J. (2017) ‘“I combined it myself”-effect : how to influence customers’ willingness to pay’, in The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017. Academy of Marketing, pp. 1–6.
J. Otto and J. J. Hari, “‘I combined it myself’-effect : how to influence customers’ willingness to pay,” in The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017, 2017, pp. 1–6.
OTTO, Jessica und Jürg J. HARI, 2017. ‚I combined it myself‘-effect : how to influence customers’ willingness to pay. In: The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017. Conference paper. Academy of Marketing. 2017. S. 1–6. ISBN 978-1-5272-1271-8
Otto, Jessica, and Jürg J. Hari. 2017. “‘I Combined It Myself’-Effect : How to Influence Customers’ Willingness to Pay.” Conference paper. In The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017, 1–6. Academy of Marketing.
Otto, Jessica, and Jürg J. Hari. “‘I Combined It Myself’-Effect : How to Influence Customers’ Willingness to Pay.” The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017, Academy of Marketing, 2017, pp. 1–6.
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