Marco HubertAarhus University | AU · Department of Management
Marco Hubert
Dr.
About
42
Publications
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Introduction
Additional affiliations
September 2016 - December 2016
January 2012 - September 2016
Publications
Publications (42)
Advancements in smart home technologies are beneficial and valuable for both users and firms. Nevertheless, users' acceptance of these applications are considerably influenced by the need for user personalization, complex and dynamic within a smart home environment, and thus, can present limitations. Additionally, the role of a virtual conversation...
Well‐designed brand logos can be critical in effective marketing strategies. By adopting a consumer neuroscience approach and the interaction of person‐affect‐cognition‐execution model, this study analyzes the behavioral reaction and neural activation pattern during the perception of brand logos in relation to the compulsive buying tendencies of pa...
Purpose
Though prior research has addressed customer engagement (CE) with a focal object (e.g. a brand), the dynamics characterizing customers' engagement with different objects and the potential spillover from a customer's engagement with one object to that with another remains tenuous, exposing an important literature-based gap. The authors, ther...
Unlabelled:
As part of their customer engagement (CE) marketing, firms use different platforms to interact with customers, in ways that go beyond purchases. Task-based CE strategies call for customers' participation in structured, often incentivized tasks; experiential CE initiatives instead aim to stimulate pleasurable experiences for customers....
The study aims to investigate visual attention and perceived attractiveness to known versus unknown (novel) products above and beyond self-report applying physiological methods. A cross-cultural exploratory approach allows for comparing results gathered in the United States and China. We collected field data on physiological parameters accompanied...
Building on research of psychosocial maturity and self-determination theory, we introduced and investigated the concept of digital maturity as a novel view on young people’s digital technology use. We conceptualized digital maturity as the self-determined use of digital technologies supporting psychological growth and well-being while shielding pot...
Young people are key actors in the transition to more sustainable lifestyles and consumption patterns. Therefore, it is important to understand how environmental values and behaviours change in the transition from youth to young adulthood. In this paper, we trace the development of a pro-environmental orientation from late adolescence through emerg...
Social networking services (SNS) have become one of the most popular Internet services globally. Yet, there is also a dark side to SNS use that threatens users’ well-being. Recently, the constant growth in SNS users is diminishing and users are deciding to discontinue using SNS. Thus, research has started to explore the reasons behind discontinuanc...
This research examines the neurophysiological correlates of consumers’ price memory processes. We focus on the explicit and implicit dimensions of consumers’ price knowledge and use an experimental functional Magnetic Resonance Imaging (fMRI) study to assess how the encoding of task-dependent price memory affects the choice process and neural activ...
Purpose:
The purpose of this study is to examine how subjective knowledge about fair trade products and the perceived trustworthiness of information about fair trade goods influence purchase intention and reported purchase behaviour across two product categories, namely, fashion and food.
Design/methodology/approach:
Data were collected from an...
Absorptive capacity (AC) describes new knowledge absorption and its use for innovation on an organisational level. In this paper, we explore the role of individual AC (IAC) for corporate innovation. We focus on the individual and relationships among the capability dimensions of existing AC models. A quantitative online survey allows us to empirical...
In marketing and consumer research, the application and integration of neuroscientific methods, insights, theories, and tools has increased steadily. In particular, the investigation of implicit and unconscious processes using neuroscientific methods to clarify decision-making processes holds great interest for both researchers and practitioners. Y...
Smartphones have become a vital part of our
lives, a personal assistant helping us as customers
mastering everyday tasks. For example, the new
stationary supermarket Amazon Go implements
customers’ smartphones as an integral part for
completing the grocery shopping process (e.g. used
to check-in, for payment). As in-store communication
over smartph...
Delegation of control to driverless cars (Orsolya Sadik-Rozsnyai, Laurent Bertrandias, and Ben Lowe)
This paper investigates the importance of positive word-of-mouth (WOM) effects on estimating the customer lifetime value (CLV) in start-up businesses. In line with prior research, we assume that, especially in young companies such as start-ups, managers and investors neglect the impact of WOM and therefore underestimate the CLV. To examine this ass...
In response to convergent and dynamic market developments, established firms use corporate accelerators to open their innovation processes to start-ups. Among different accelerator themes, the ecosystem builder theme introduced by recent research plays a crucial role in furthering our understanding of the heterogeneity of accelerators due to its br...
Purpose
This study aims to develop a comprehensive adoption model that combines constructs from various theories and tests these theories against each other. The study combines a technology acceptance model, innovation diffusion theory and risk theory. It develops this model in a smart home applications context.
Design/methodology/approach
The s...
Purpose
The purpose of this study is to examine how consumer personality trait impulsiveness influences trustworthiness evaluations of online-offers with different trust-assuring and trust-reducing elements by measuring the brain activity of consumers. Shoppers with high degrees of impulsiveness are referred to as hedonic shoppers, and those with l...
The integration of neuroscientific methods in Information Systems (IS) research to better understand how the brain interacts with IS-relevant context has gained in importance. Many papers that highlight the potential of neuroIS and that discuss methodological issues associated with using functional brain imaging already exist. However, neuroIS rese...
Perceived brand innovativeness, the consumers' subjective assessment of a brand as innovative, often does not correspond to the level of innovation or the investment in research and development. Therefore, it is important for companies to know howobjective product-level innovation and attributes can be transformed into perceived brand innovativenes...
Despite their generally increasing use, the adoption of mobile shopping applications often differs
across purchase contexts. In order to advance our understanding of smartphone-based mobile
shopping acceptance, this study integrates and extends existing approaches from technology
acceptance literature by examining two previously underexplored aspec...
Pay-for-performance is commonly applied in order to favorably modulate behavior and increase performance. However, the removal of an incentive leads to a significant decrease in performance. Although there is behavioral evidence that incentives have an effect on performance, the neural underpinnings of the underlying cognitive processes are not cer...
In a representative sample of the German population (n = 946), we explored the links between self-control, compulsive buying, and debts. Participants completed the self-control scale (Tangney, Boone, & Baumeister, 2004) and the German Addictive Buying Scale (Raab, Neuner, Reisch, & Scherhorn, 2005). Additionally, they gave information about their r...
With the emergence of new technologies, in particular the Internet, the opportunity for impulsive purchases have expanded enormously. In this research-in-progress, we report the current status of an fMRI-project in which we investigated differences between neural processes in the brains of impulsive and non-impulsive shoppers during the trustworthi...
Research has shown that people differ in their susceptibility to impulsive buying. The appeal of product packaging has the potential to trigger impulsive buying even for consumers with no intention to make a purchase. The aim of the present study was to investigate whether individual differences in consumers’ impulsive buying tendencies affect unco...
The integration of both neuroscience and psycho-physiological methods into Information
Systems (IS) research in order to better understand how the brain operates in an ISrelevant
context has gained importance. Articles highlighting the potential of NeuroIS
have opened the discussion of methodological issues associated with the use of fMRI.
NeuroIS...
Whereas classical marketing research is restricted to purely analyzing reported and/or behavioral data, the new research area
of consumer neuroscience might be able to capture unconscious and emotional processes as well. The present study investigates
the neural correlates associated with different retail brand frames. The authors assume that the i...
Research provides increasing evidence that women and men differ in their decisions to trust. However, information systems research does not satisfactorily explain why these gender differences exist. One possible reason is that, surprisingly, theoretical concepts often do not address the most obvious factor that influences human behavior: biology. G...
There is evidence in neuroscience that the brain processes negative visual stimuli in a different manner than positive ones. Our study investigates, whether it is possible to transfer these findings to one specific, often-neglected marketing stimulus, package design. For this purpose, we measured the brain activity of subjects while they had to mak...
Zusammenfassung Nach wie vor mangelt es in weiten Teilen der Käuferverhaltensforschung an ganzheitlichen Theorien. Mit der Integration neurowissenschaftlicher
Verfahren und Erkenntnisse in die Marketingforschung verbindet sich die Hoffnung, diese Lücke zu schließen. Diese Erwartung
scheint berechtigt, wird aber oft auch überstrapaziert. Eine realis...