Sören Köcher

Sören Köcher
Otto-von-Guericke-Universität Magdeburg | OvGU · Faculty of Economics and Management

PhD

About

39
Publications
14,351
Reads
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141
Citations

Publications

Publications (39)
Article
Full-text available
By documenting that online ratings poorly correlate with quality scores provided by Consumer Reports—presumably a measure of ‘objective’ product quality—de Langhe et al. (2016a) found that consumers rely more heavily on such ratings when making quality inferences than they should. Aside from replicating this finding, we examine the moderating effec...
Article
Recommender systems on marketers’ websites are typically designed to facilitate purchase decisions by helping customers easily identify products that match their tastes and needs. However, such product recommendations can not only support but also influence decision-making and outcomes. Expanding on previous research on the persuasiveness of produc...
Article
Full-text available
In this article, the authors demonstrate a tendency among consumers to use the arithmetic mode as a heuristic basis when drawing inferences from graphical displays of online rating distributions in such a way that service evaluations inferred from rating distributions systematically vary by the location of the mode. The rationale underlying this ph...
Article
Full-text available
Although it is well established that consumers have an increased valuation for self‐assembled products, less is known about how using such products influences objective consumption outcomes. Across three experiments, the current research demonstrates that consumers perform better on tasks when they use a product they have self‐assembled—as opposed...
Article
Full-text available
Gamification has attracted considerable practitioner attention and has become a viable tactic for influencing behavior, boosting innovation, and improving marketing outcomes across industries. Simultaneously, studies on the use of gamification techniques have emerged in diverse fields, including computer science, education, and healthcare. Despite...
Article
Digital technology is an integral part of today's healthcare, yet little is known about how these technologies affect healthcare customers' experience. This study uses regulatory focus theory to understand how consumers' role clarity, perceived usefulness, ease of use (i.e., promotion orientation), security, and trust (i.e., prevention orientation)...
Article
This research examines how patient experience is affected by various generational cohorts’ perceived ease of use and usefulness of healthcare patient portals and how this experience, in turn, shapes cohort technology use. Results suggest that digital technology needs to be designed and implemented with cohorts in mind. This study complements resear...
Chapter
Companies’ spending on influencer marketing campaigns is growing exponentially. In 2016, firms invested more than $80 billion on influential social media users (ANA 2018). These users are considered “influential” as they contribute to the formation of attitudes toward products and services of a large number of other social media users. The basic id...
Article
Full-text available
Objective: Football is the predominant sport in Brazil, but a better understanding of what motivates non-football and football fans is needed.Method: A conceptual model is empirically tested of the effects of six motivational drivers-Interest in Team, Socialisation, Aesthetics, Sport Knowledge, Interest in Sport, Vicarious Achievement-on both attit...
Article
Spillover effects, i.e., a change in beliefs regarding one entity due to the evaluation of another associated entity (Ahluwalia et al. Journal of Marketing Research, 38(4), 458–470, Ahluwalia et al. 2001) is a core mechanism of a variety of marketing activities, such as brand extensions, co-branding, celebrity endorsements, and sponsorships. In thi...
Article
Recent research on the placebo effect of marketing actions has demonstrated that characteristics that are not inherent to a product's physical properties per se, such as its price, brand, or packaging can considerably shape consumers' expectations about and actual efficacy of a marketed product. However, potential contextual effects that other prod...
Article
Purpose – Companies in diverse branches offer a variety of service alternatives that typically differ in terms of the degree to which customers are actively involved in service delivery processes. The purpose of this paper is to explore potential differences in consumers’ reactions to service failures across services provided by a service employee...
Article
It has been argued that reported negative effects of social networking site use on well-being and depression might be due to the vast opportunities for unflattering social comparison on Facebook. Social media websites offer Likes, a numeric representation of social acceptance, as a form of “online social currency,” which can be seen as a secondary...
Chapter
Product certifications are of increasing relevance in consumer decision-making due to a growing consciousness for quality and ecological issues (Cho, 2015). While there is mutual consent of extant research about certifications’ positive effects on labeled products, knowledge about potential side effects on uncertified products remains scarce. With...
Chapter
Understanding the influence of customers’ mobile device usage at the point of sale is a fundamental insight for brick-and-mortar retailers to compete with online stores. Prior research has extensively studied diverse facets of mobile marketing communication (e.g., Bues et al., 2017; Goldfarb & Tucker, 2011; Luo et al., 2014). However, customers’ mo...
Chapter
In quite a number of countries, companies do not only use the local language in order to describe their products but additionally use at least one second language (Krishna & Ahluwalia, 2008). Not in all cases, companies make a well-researched decision with regard to the choice of that second language but follow a strategy of cost reduction and stan...
Article
Full-text available
We conceptually replicate Coulter and Grewal's (2014) study on the birthday-number effect in pricing, according to which customers exhibit a preference for prices resembling their own birthday. We find that this effect extends beyond the self to other objects customers have associations with (e.g., sports teams) and that this effect is bi-direction...
Chapter
Mobile devices provide retailers the opportunity to communicate and interact with their customers via a new channel, regardless of the customer’s current whereabouts. Generally, mobile devices are used for a variety of reasons at the point of sale (Cliquet et al. 2014). Especially with regard to reduced search costs, customers can search the mobile...
Chapter
Today, websites try to suggest us everything, ranging from our next sweatshirts to our next holiday destinations and even our next friends. Based on past behavior or preference statements, recommender systems implemented on marketers’ webpages generate personalized predictions about the products, countries, or people we presumably like and preselec...
Chapter
The way people buy things has fundamentally changed. While purchase behavior in traditional bricks-and-mortar stores is constricted by, for instance, limited retail spaces and finite opening hours, the Internet enables customers to buy whatever, whenever, from wherever they want to. In addition, while in the past, customers—when seeking for additio...
Conference Paper
Full-text available
In various application domains, recommender systems explicitly or implicitly act as virtual advice givers. They are not only used to filter large item sets or point users to unknown but relevant items, their recommendations can also help users to make a decision given a limited choice set. Such a system is usually considered effective if the users...
Chapter
In recent years the internet has rapidly evolved from being a platform for companies to simply market their products or services into a platform where users can discuss the products or services among themselves. This increase in user-generated content has led to the creation of review websites, providing consumers with an opportunity to share their...
Chapter
Companies in diverse business fields struggle with the impact of regulatory interferences with serious consequences on cost and pricing structures. For instance, branch specific minimum wages, tax increases (e.g., alcoholic drinks, cigarettes, and gasoline), or defining new production rules (e.g., statutes regarding the proportion of conventional a...
Chapter
The way people buy things has fundamentally changed. For instance, due to the internet’s growing popularity users can easily interact with each other and share their opinions and experiences about products and services on review websites such as TripAdvisor and Yelp. As a consequence, when making purchase decisions people increasingly rely on onlin...
Chapter
Many firms feel obliged to reply to customer complaints and even knowingly unjustified high claims after service failures with generous compensations in order to keep customer satisfaction on a maximum level. An expanding body of literature has focused on opportunistic customer behavior reflected in customers who intentionally engage in cheating or...
Conference Paper
Full-text available
Despite the growing interest in the engagement construct, a theoretical gap exists in the football-fan context regarding both its antecedents and its effects on attitudinal fan loyalty and subsequent behavioural loyalty (e.g. match attendance). To address this deficiency, a theoretical framework is developed with enduring involvement, fan identific...
Chapter
During the last decade, services industries were subject to considerable changes with regard to the way services are provided, delivered, and conceived. Extensive research has been done on e-services whereas pricing aspects of e-services has been disregarded so far. Our study examines the moderating effects of ease of use and usefulness on tariff c...
Conference Paper
Full-text available
Sports have a fundamental role in the life of Brazilians, with football being the predominant sport. These other sports live in football's shadow and seek to thrive and grow, but a better understanding of what motivates their fans compared to football fans could be beneficial. To this end, this study seeks to improve our understanding how motivatio...
Conference Paper
Full-text available
Sports have a fundamental role in the life of Brazilians, with football being the predominant sport. These other sports live in football's shadow and seek to thrive and grow, but a better understanding of what motivates their fans compared to football fans could be beneficial. To this end, this study seeks to improve our understanding how motivatio...
Conference Paper
Full-text available
Accepted for presentation in July, 2015: Football (soccer) accounts for 43 per cent of the global market for major sports. 3.4 billion people around the world watched the 2014 FIFA World Cup. Competition from other sports is increasing. However, little is known about the antecedents of attitudinal and behavioural loyalty for football fans and how...
Book
Full-text available
In his research, Sören Köcher provides valuable insights on the paradoxical effects of the magnitude of a loyalty program medium—i.e. the sheer number of points, miles, or stamps credited for every purchase and required for reward redemption—on the central consumer decisions in loyalty program memberships. In sum, the results of twelve empirical st...
Article
Full-text available
Unternehmen in unterschiedlichen Branchen wurden vom Gesetzgeber dazu verpflichtet, in Kaufentscheidungssituationen Information zum Schutz von Konsumenten bereitzustellen. Der vorliegende Beitrag untersucht, ob diese Informationspflichten tatsächlich zu besser fundierten Kaufentscheidungen führen. Die Ergebnisse mehrerer experimenteller Studien zei...
Conference Paper
Full-text available
This research introduces a previously disregarded tariff-choice anomaly, namely the freedom bias. This bias refers to the decision makers’ preference for short-term tariffs although a long-term tariff would minimize total costs over time. Results of two studies systematically evidence this biased tariff choice in favor of contracts with short durat...
Article
This article makes new contributions to the assessment of negative effects on consumer choice behavior due to high product variety by (1) developing a holistic framework to identify the determinants and, for the first time, consequences of decision paralysis; (2) introducing a novel construct, namely, tendencies toward paralysis, that refers to the...
Book
Full-text available
Viele Netzbetreiber warten mit einer schier unüberschaubaren Anzahl unterschiedlicher Tarife auf und möchten möglichst für jeden Konsumenten das optimale Produkt anbieten. Doch geht die Rechnung bei ihren Bestandskunden auf? Viele Nutzer sind von der Masse unterschiedlicher Tarife wie gelähmt, ja geradezu paralysiert, und schieben die Entscheidung...

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Projects

Project (1)
Project
This project is the umbrella for the sports-marketing research I am involved in. This includes both work by students I have supervised as well as stand-alone research projects.