A meta-analysis on willingness to pay measurement by Jonas Schmidt (IfM) and Tammo H. A. Bijmolt (University of Groningen) is accepted for publication at the Journal of the Academy of Marketing Science (JAMS). By analyzing 115 effect sizes published in 47 papers, the authors show that direct methods for measuring consumers’ willingness to pay outperform indirect ones in terms of accuracy.

Together with colleagues Anatoli Colicev (Bocconi University, Italy) and Koen Pauwels (Northeastern University, Boston), Raoul Kübler won the Marketing Science Institute’s prestigious Top Download Award. Their paper „Social Media’s Impact on Consumer Mindset: When to Use Which Sentiment Extraction Tool?“ was the most downloaded MSI report paper in 2018.

Prof. Thorsten Hennig-Thurau ist Inhaber des Lehrstuhls für Marketing & Medien am Marketing Center Münster. Gemeinsam mit Prof. Mark B. Houston von der Texas Christian University in Fort Worth hat Prof. Hennig-Thurau das Buch „Entertainment Science. Data Analytics and Practical Theory for Movies, Games, Books, and Music“ verfasst, dass sich mit den Faktoren auseinandergesetzt, die über den Erfolg und Misserfolg von Entertainmentprodukten entscheiden.

Why the Future of Online Shopping Is Multi-Device, Not Mobile

Mobile conversion rates in retail may be low, but a new Journal of Marketing study shows that sales often increase when customers switch from mobile devices to desktop or laptop computers during their buying process.

Given its key insights, the forthcoming JM article appeals to a wide audience. Read and see more:

The article “Understanding the quality–quantity conundrum of customer referral programs: effects of contribution margin, extraversion, and opinion leadership” which Manfred Krafft has co-authored with Vijay Viswanathan, Sebastian Tillmanns and Daniel Asselmann has been published by the Journal of the Academy of Marketing Science.