| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Abstract) |
| Titel: | SenseMaking presentations : the effect of storytelling and knowledge visualization in B2B sales situations on attitudes, knowledge acquisition, and purchase intention |
| Autor/-in: | Glaunsinger, Senem Miesler, Linda Hari, Jürg J. |
| Angaben zur Konferenz: | AOM Academy of Marketing Conference, Bournemouth, United Kingdom, 7-10 July 2014 |
| Erscheinungsdatum: | 2014 |
| Verlag / Hrsg. Institution: | Academy of Marketing |
| Sprache: | Englisch |
| Schlagwörter: | Storytelling; B2B; Visualization; SenseMaking |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Purpose: The purpose of this research is to combine elements from storytelling and elements from the knowledge visualization field and merge it into a presentation to create a more appealing presentation format, which takes human knowledge structures into account. Method: A B2B sales presentation was reformulated with a story and visual metaphors. The original presentation served as control. Both presentations were analyzed and compared using the knowledge types and the knowledge taxonomy, to ensure comparability of content. 40 young experts participated in this experiment. Results: The involvement with the presentation and the attitude towards the presentation were both significantly higher in the experimental group. The participants also felt less information overload during the experimental presentation. Product knowledge was higher in the experimental group. Notably the attitude towards the presenter was better in the experimental condition. Conclusions: The results from this experimental study demonstrate the positive effect of storytelling in a B2B sales situation. It increased all constructs measured in our study. It also transfers more knowledge from the presenter to the listeners. |
| URI: | https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0161_paper.pdf https://digitalcollection.zhaw.ch/handle/11475/13834 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Glaunsinger, S., Miesler, L., & Hari, J. J. (2014). SenseMaking presentations : the effect of storytelling and knowledge visualization in B2B sales situations on attitudes, knowledge acquisition, and purchase intention. AOM Academy of Marketing Conference, Bournemouth, United Kingdom, 7-10 July 2014. https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0161_paper.pdf
Glaunsinger, S., Miesler, L. and Hari, J.J. (2014) ‘SenseMaking presentations : the effect of storytelling and knowledge visualization in B2B sales situations on attitudes, knowledge acquisition, and purchase intention’, in AOM Academy of Marketing Conference, Bournemouth, United Kingdom, 7-10 July 2014. Academy of Marketing. Available at: https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0161_paper.pdf.
S. Glaunsinger, L. Miesler, and J. J. Hari, “SenseMaking presentations : the effect of storytelling and knowledge visualization in B2B sales situations on attitudes, knowledge acquisition, and purchase intention,” in AOM Academy of Marketing Conference, Bournemouth, United Kingdom, 7-10 July 2014, 2014. [Online]. Available: https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0161_paper.pdf
GLAUNSINGER, Senem, Linda MIESLER und Jürg J. HARI, 2014. SenseMaking presentations : the effect of storytelling and knowledge visualization in B2B sales situations on attitudes, knowledge acquisition, and purchase intention. In: AOM Academy of Marketing Conference, Bournemouth, United Kingdom, 7-10 July 2014 [online]. Conference paper. Academy of Marketing. 2014. Verfügbar unter: https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0161_paper.pdf
Glaunsinger, Senem, Linda Miesler, and Jürg J. Hari. 2014. “SenseMaking Presentations : The Effect of Storytelling and Knowledge Visualization in B2B Sales Situations on Attitudes, Knowledge Acquisition, and Purchase Intention.” Conference paper. In AOM Academy of Marketing Conference, Bournemouth, United Kingdom, 7-10 July 2014. Academy of Marketing. https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0161_paper.pdf.
Glaunsinger, Senem, et al. “SenseMaking Presentations : The Effect of Storytelling and Knowledge Visualization in B2B Sales Situations on Attitudes, Knowledge Acquisition, and Purchase Intention.” AOM Academy of Marketing Conference, Bournemouth, United Kingdom, 7-10 July 2014, Academy of Marketing, 2014, https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0161_paper.pdf.
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