Susanne Jana Adler

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• Dr.
• Postdoc at Ludwig-Maximilians-Universität in Munich

Researchers have started using large language models (LLMs), such as OpenAI's GPT, to generate synthetic datasets designed to mimic human response behavior. Several studies have systematically compared LLM-generated data with human samples in order to explore LLMs’ ability to mimic consumer decision-making. Extending prior findings, our research se...

The previous chapters described the relevance and impact of individual sensory stimuli on consumer behavior. In retail, however, the reality is considerably more complex. Consumers inevitably perceive retail environments and products in a multisensory way (i.e., simultaneously with all their senses). Thus, the presence of one sensory stimulus (e.g....

After more than 40 years of research on the use of music in retail environments, there is no doubt that music influences consumer behavior at the point of sale. A meta-analytic review of 25 studies covering a range of different types of music has shown that music has a positive influence on consumers’ shopping experience and buying behavior. Indeed...

If brick-and-mortar retail were a company stock, most analysts would probably recommend that investors should sell it. Currently, improved online shop systems, faster logistics, and a generation of consumers who spend a significant amount of their time online are all driving the increasing share of online purchases. This also holds for products tha...

People largely perceive their environment visually and visual impressions are often available before those of the other senses. Therefore, how retail environments are visually designed is an important driver of retailers’ success by guiding consumer behavior and contributing to a generally pleasant atmosphere. Eye-catching designs can draw attentio...

You have probably often entered a room and immediately noticed a typical scent. The targeted use of scents has long since ceased to be an exception. Companies like Abercrombie & Fitch, Motel One, and Singapore Airlines have long routinely used ambient scents in their sales and service environments. In doing so, the companies pursue two primary goal...

Scientific research demands robust findings, yet variability in results persists due to researchers' decisions in data analysis. Despite strict adherence to state-of the-art methodological norms, research results can vary when analyzing the same data. This article aims to explore this variability by examining the impact of researchers' analytical d...

The open science paradigm has gained prominence in marketing as researchers seek to enhance the validity, reliability, and transparency of research methods and findings. Journals and institutions increasingly encourage or require open science practices, and many authors have started to adapt to and meet these new research and publishing expectation...

Should consumer researchers employ silicon samples and artificially generated data based on large language models, such as GPT, to mimic human respondents' behavior? In this paper, we review recent research that has compared result patterns from silicon and human samples, finding that results vary considerably across different domains. Based on the...

Driven by the high-profile failures to reproduce and replicate published findings, there have been increasing demands to adopt open science practices across scientific disciplines in order to enhance research transparency. Critics have highlighted the use of underpowered studies and researchers’ analytical degrees of freedom as factors contributing...

Psychological state alterations induced by substance-related physiological mechanisms affect consumer decision-making. We examine the influence of caffeine—the world’s most popular psychostimulant—on the attraction effect. In three double-blinded experiments, we show that caffeine intake via coffee influences consumers’ preference for product optio...

During the past few years, researchers have criticized their professions for providing an entry point for false-positive results arising from publication bias and questionable research practices such as p-hacking (i.e., selectively reporting analyses that yield a p-value below 5 %). Researchers are advocating replication studies and the implementat...

Driven by the high-profile failures to reproduce and replicate published findings, there have been increasing demands to adopt open science practices across scientific disciplines in order to enhance research transparency. Critics have highlighted the use of underpowered studies and researchers’ analytical degrees of freedom as factors contributing...

People largely perceive their environment visually. Visual impressions are often available before those of the other senses, for example, due to the fact that one may be outside the range of acoustic or olfactory signals. Therefore, how retail environments are visually designed is an important driver of retailers’ success by guiding consumer behavi...

You have probably often entered a room and immediately noticed a typical scent. The targeted use of scents has long since ceased to be an exception. Companies like Abercrombie & Fitch, Motel One, and Singapore Airlines routinely use ambient scents in their sales and service environments. In doing so, the companies pursue two primary goals. On the o...

If brick-and-mortar retail were a company stock, most analysts would probably recommend that investors should sell it. Currently, improved online shop systems, faster logistics, and a generation of consumers who spend a significant amount of their time online are all driving the increasing share of online purchases. This also holds for products tha...

The previous chapters described the relevance and impact of individual sensory stimuli on consumer behavior. In retail, however, the reality is considerably more complex. Consumers inevitably perceive retail environments and products in a multisensory way (i.e., simultaneously with all their senses). Thus, the presence of one sensory stimulus (e.g....

After more than 40 years of research on the use of music in retail environments, researchers agree that music has positive effects at the POS. A meta-analytic review of 25 studies covering a range of different types of music has shown that music has a positive influence on consumers’ shopping experience and buying behavior. Indeed, marketing practi...

During the past few years, researchers have criticized their professions for providing an entry point for false-positive results arising from publication bias and questionable research practices such as p-hacking (i.e., selectively reporting analyses that yield a p-value below 5 %). Researchers are advocating replication studies and the implementat...

Research on context effects shows that the composition of choice sets and choice framing strongly influences consumer decision-making. Researchers have identified various context effect types and provide insight into their antecedents, consequences, and mechanisms of action. However, the research on context effects is spread across several fields,...

Recent research proposed an efficient way of streamlining p-hacking: a metric of randomly generated p-values that always indicates significant results (pointless). However, the metric’s applicability is limited, since it covers only a very small range of use cases that are relevant for p-hacking researchers. To address this issue, we present extra...

Recent research proposed an efficient way of streamlining p-hacking: a metric of randomly generated p-values that always indicates significant results (p-ointless). However, the metric’s applicability is limited, since it covers only a very small range of use cases that are relevant for p-hacking researchers. To address this issue, we present extra...

Marketing and consumer researchers have demonstrated that the choice context has a significant bearing on purchase decisions. Research in the area shows that the choice set composition and the choice framing influence consumers’ decisions strongly, which is not in line with the stable preferences concept. Over the last decades, researchers have ide...

Ambient scents often have fascinating effects on consumer behavior. The perceived scent temperature can, for example, affect purchase behavior (Biswas and Szocs 2019). Consumer researchers have recently started explaining these effects by exploring the causal chains triggering consumers’ responses to ambient scents.In this study, we extend prior re...

Environmental contexts, like temperature and social density, can influence consumers’ decision making considerably. Although previous research established a bidirectional link between temperature and social proximity, it examined temperature and social density’s downstream consequences in isolation, neglecting possible interaction effects. Moreover...

Construal level theory (CLT) offers a valuable framework to explain the mechanisms that trigger evaluations, predictions, and behaviors by linking the degree of mental abstraction (the construal level) to psychological distance. CLT‐related research has produced numerous publications in a variety of domains, impeding an ongoing overview of the rese...

Marketing has started exploring ambient scents’ diverse effects and the psychological mechanisms through which they affect consumer behaviour. Recent research focuses on ambient scents’ perceived temperature’s impact on consumer behaviour. In this research, we first replicate prior research by showing that consumers exposed to a warm (vs. cool) amb...