Crowdsourcing Ideas Using Product Prototypes: The Joint Effect of Prototype Enhancement and the Product Design Goal on Idea Novelty

Autor: Bo Chen, Niek Althuizen

Publikováno v: Management Science. 68:3008-3025

When soliciting novel product ideas from the “crowd,” companies may opt to show a prototype in order to steer the generation of ideas in the desired direction. On the one hand, the more features the prototype incorporates, the larger the potentia

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::d5c93c4c4c5d1bba888f3893cd3ea511
https://doi.org/10.1287/mnsc.2021.4030

Brand Activism: Does Courting Controversy Help or Hurt a Brand?

Autor: Niek Althuizen, Sourjo Mukherjee

Publikováno v: International Journal of Research in Marketing
International Journal of Research in Marketing, Elsevier, 2020, 37 (4), pp.772-788. ⟨10.1016/j.ijresmar.2020.02.008⟩

International audience; How do consumers react when brands take a stand on controversial socio-political issues? The results from a series of studies, involving both unknown and well-known brands, show that attitudes towards the brand decreased subst

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::4ac5676663fefab49b4a9be53dff79c9
https://hal.archives-ouvertes.fr/hal-03095886

Communicating a Key Benefit Claim Creatively and Effectively through Five Conveyor Properties

Autor: Niek Althuizen

Publikováno v: Psychology & Marketing. 34:5-18

In today's clutter of marketing communications, creative advertisements are capable of grabbing the viewers’ attention with the aim of conveying the product's key benefit claim (KBC). A proven technique for drawing attention to an ad and communicat

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::03d9b95d20757126c7ea0839f70611a3
https://doi.org/10.1002/mar.20970

Partisan Motivated Reasoning in Marketing: The Effects of Unverified Negative Brand-Related Information When Viewed Through a Conservative-Libe.

Autor: Niek Althuizen¹ n.althuizen@montpellier-bs.com, Negin Latifi¹

Publikováno v: AMA Summer Academic Conference Proceedings. 2020, Vol. 31, p405-406. 2p.

Pièces de Résistance? Core and Casual Consumers’ Valuations of Aesthetically Incongruent Artworks

Autor: Stoyan V. Sgourev, Niek Althuizen

Publikováno v: Psychology & Marketing. 31:604-614

Research in consumer psychology suggests that there is limited room for acclaimed producers or brands to experiment with the aesthetic appearance and design of their products. This premise is rooted in consumers’ preference for aesthetic congruity

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::b9ba25119e8264f7781c2e7084bcecd6
https://doi.org/10.1002/mar.20721