CHAIR OF

MARKETING

Ever thought about anchored MaxDiff for product choice predictions in market research? If not, it is high time to do so.

Anchored MaxDiff upgrades traditional MaxDiff by also measuring the outside good’s utility (i.e., the no-buy alternative), which converts relative MaxDiff scores into absolute ones that can also be compared between respondents.

Our recent research published in Marketing Letters investigated in a 2 (direct anchored MaxDiff vs. indirect anchored MaxDiff) x 2 (hypothetical vs. incentive-aligned) online-experiment which method yields the highest predictive validity. We show that both anchoring methods benefit strongly from incentive alignment (similar to other preference measurement techniques, as previously shown in a JAMS article.

We also show that incentive alignment predicts general demand fairly accurately, while hypothetical MaxDiff tends to overestimate demand.

Finally, we take a look at how marketing implications (e.g., product assortment optimizations) may differ between hypothetical and incentive-aligned anchored MaxDiff.

The article provides an overview of anchored MaxDiff and how incentive alignment can now be implemented in a MaxDiff study design.

Enjoy the article for free in Marketing Letters.

Should you opt for incentive alignment or adaptive designs in your choice-based conjoint market research study?

Verena Sablotny‐Wackershauser, Marcel Lichters, Daniel Guhl, Paul Bengart, and Bodo Vogt find in their recent JAMS publication that you should!

Results from 4 conjoint experiments (n=1,150) on diverse products (from pizza to fitness trackers) show

• Adaptive CBC designs compare well to incentive-aligned CBC regarding product choice predictions.
• Combining both principles delivers superior predictions.

The paper also presents a concise review of proposed adaptive designs in CBC, along with an analysis of their popularity in terms of impact factors.

• Furthermore, the relative merits of different mechanisms to incentive-align (A)CBC studies are discussed.
• All raw data and analysis scripts are freely provided via the open science framework.
• This article thus serves market researchers well in the analysis of data sets of (A)CBC studies conducted with Sawtooth Software and other solutions within R.

Happy reading with the open-access article  published in the Journal of the Academy of Marketing Science.

Dear Master students,
If you intend to write your master thesis at the Chair of Marketing in the upcoming summer semester 2024, please consider the following information.
The application for a master thesis topic for the summer semester 2024 will take place in the period from 15.01.24 - 28.01.24. You will receive notice of whether you are accepted or not until 02.02.24. 
For accepted students, there will be a mandatory joint kickoff which will take place on 13.02.2024 at 13:30 - 15:00 via Zoom.
Final details and additional information regarding the application process will be provided in the corresponding e-learning course.

The exam reviews for Marketing Performance Management (41058), Sensory Marketing and Product Innovation (23430), and for the revision exams Marketing Methods & Analysis (50566) and Marketing (41021) of the winter term 2023/24 will be held on Thursday, 04.04.2024 starting at 10:00 am in room G22A-314.

To register for the exam review, please send a mail to marketing-sekretariat@ovgu.de by Wednesday, 27.03.2024. In your e-mail, please include your name, matriculation number and the corresponding examination number. Please also bring your identity card and student ID to the appointment.

At the Chair of Marketing a position as a student assistant (m/f/d) to support the chair's work will be available from April 1, 2024. Gain valuable experience during your studies and explore the academic working environment of OvGU. Detailed information on the advertisement can be found here.
We look forward to receiving your detailed application!

A series of experiments indicate that after consuming high doses of caffeine, we are likely to fall prey to marketers’ efforts to manipulate our product choice by presenting mostly irrelevant product alternatives to foster target sales.

However, our results indicate that this adverse consequence of caffeine intake only holds for high doses of 200 mg of caffeine (e.g., 20 fl oz Monster Energy or a large coffee) and real purchases. Notably, we found no influence of caffeine consumption in hypothetical product choices and low doses of caffeine.

The freely available article can be read in Marketing Letters: https://link.springer.com/article/10.1007/s11002-023-09710-6.

The article was authored by Michael Canty, Felix Josua Lang, Susanne Jana Adler, Marcel Lichters, and Marko Sarstedt.

Happy Coffee in the Morning.

Authors

The post exam reviews for Marketing Methods & Analysis (50566) and Marketing (41021) of the summer semester 2023 will take place on September 26, 2023 at 4 pm in room G22A-346. For an appointment please write an email to marketing-sekretariat@ovgu.de until September 22, 2023 midnight. Please tell us your name, the registration number and the number of the examination for which you would like to have the post exam review. For the appointment please bring with you your personal identity card, your student identity card. Thank you very much!

Sören Köcher hat gemeinsam mit Markus Husemann-Kopetzky von der FU Berlin und Marie Schirmbeck, Melina Hess, Fabian Gmeindl und Samuel Hess von der Agentur DRIP einen Artikel mit dem Titel „A Conceptual Replication of the Differential Price Framing Effect in the Field“ in der Fachzeitschrift Marketing Letters publiziert. Anhand eines groß angelegten Feldexperiments auf der Website eines Online-Händlers zeigen die Autoren, dass sich Präferenzen zwischen verschiedenen Multipacks identischer Produkte (z. B. 4 Paar Socken vs. 8 Paar Socken vs. 12 Paar Socken) zugunsten größerer und damit teurerer Produktsets verschieben lassen, wenn die zusätzlichen Kosten der höherpreisigen Optionen (z. B. "für 25 € mehr") anstatt deren Gesamtpreise (z. B. "für 55 € insgesamt") präsentiert werden.

Auf den (Open Access) Artikel können Sie hier zugreifen: https://link.springer.com/article/10.1007/s11002-023-09690-7