Jana Möller-Herm

Berlin University of the Arts | UdK · Institut für Theorie und Praxis der Kommunikation

Fueled by technological advances and the rise of the collaborative economy, service encounters today are increasingly characterized by a high degree of customer-to-customer (C2C) interactions. C2C interactions are crucial to customers’ overall perception of service quality as they may positively or negatively influence their satisfaction. However,...

In response to the negative impact of consumption on ecological sustainability, green marketing (GM) messages have become increasingly common. In GM ad messages, brands encourage purchases of products that respect the environment and the limited capacity of resources aiming to drive the share of sustainable products in consumers’ baskets (White et...

Customer misbehavior is part of the daily business of service firms. Generally understood as acts that disrupt service encounters and violate generally accepted codes of conduct, customer misbehavior occurs regularly and with varying degrees of severity across service sectors. Traditionally, research on customer misbehavior has focused on misbehavi...

User entrepreneurs rely on regular consumers when starting their business, for example, when raising creative and financial support. This research examines regular consumers’ opinions with regard to the future business performance of green vs. non-green user entrepreneurs. We build on previous consumer behavior research on consumers’ performance pe...

Introduction Doctor-patient communication is one of the hallmarks of good medical treatment. Mutual understanding is of foremost importance, in particular when communicating non-numerical test results. Methods Using a two-step approach, this study analyses the influence of wording on the correct understanding of medical test results by people with...

Low-quality service providers who are unable or unwilling to compete through superior performance increasingly use humour in their marketing communication to generate positive service outcomes. Yet it remains unclear whether using humour to communicate poor service quality is indeed effective. Based on an online experiment in the context of budget...

Consumers vary strongly in terms of how frequently they post online reviews. Yet, systematic differences between frequent and infrequent posters are not well understood. We propose and show that those two types of posters react very differently when perceiving that their opinion belongs to the minority of previously posted ratings. Furthermore, thi...

Despite its apparent relevance in service provision, research about customer engagement (CE) in the service context is scant. This investigation takes a broad approach on the topic and studies 1) antecedents of CE within the process of service provision, and 2) the impact of CE in the process of service provision on relational outcomes. We conducte...

Distinctive product design is a cornerstone of sustainable branding. Ideally, consumers will be able to identify brands by product design without seeing any logos. Once companies have established strong associations between product designs and brands in consumers’ minds, they seek protection against imitation as well as consistency in product lines...

Customer experiences play an important role in retail brand management. This research investigates how bodily experiences in retail environments influence customers’ perceptions of retail brand personalities. Based on research on human personality perception, we propose that bodily experiences transfer metaphoric meaning to customers’ brand percept...

This study introduces and tests a framework to show the influence of national-level cultural and sociodemographic variables on banner advertising effectiveness. The authors analyze online survey data from 7775 respondents from 34 countries using hierarchical linear modeling and also analyze click-through rates from 2192 users from 26 countries. The...

This study examines how cultural dimensions affect consumers’ attitudes towards web advertising. By analyzing data of 7775 respondents from 34 countries, the findings show that attitude towards web advertising varies along the cultural dimensions of individualism, power distance, uncertainty avoidance, and masculinity. Particularly, consumers from...

Based on cultivation theory, self-concept theories, and gender research, this study investigates the influence of TV viewing on female and male consumers' perceived body images and related consumption behavior. The results show that TV viewing biases social perceptions of body images; however, TV viewing does not impact men's consumption behavior....