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Partial order reductions have been successfully applied to model checking of concurrent systems and practical applications of the technique show nontrivial reduction in the size of the explored state space. We present a theory of partial order reduction based on stubborn sets in the game-theoretical setting of 2-player games with reachability objectives. Our stubborn reduction allows us to prune the interleaving behaviour of both players in the game, and we formally prove its correctness on the class of games played on general labelled transition systems. We then instantiate the framework to the class of weighted Petri net games with inhibitor arcs and provide its efficient implementation in the model checker TAPAAL. Finally, we evaluate our stubborn reduction on several case studies and demonstrate its efficiency.

Timed games are an essential formalism for modeling time-sensitive reactive systems that must respond to uncontrollable events triggered by the (hostile) environment. However, the control synthesis problem for these systems is often resource-demanding due to the state space explosion problem. To counter this problem, we present an extension of partial order reduction, based on stubborn sets, into timed games. We introduce the theoretical foundations on the general formalism of timed game labeled transition systems and then instantiate it to the model of timed-arc Petri net games. We provide an efficient implementation of our method as part of the model checker TAPAAL and discuss an experimental evaluation on several case studies that show increasing (sometimes even exponential) savings in time and memory as the case studies scale to larger instances. To the best of our knowledge, this is the first application of partial order reductions to a game formalism that includes time .

Specific functionalization of 1D nanomaterials such as near infrared (nIR) fluorescent single-walled carbon nanotubes (SWCNTs) is essential for colloidal stability and tailoring of their interactions with the environment. Here, we show that de novo designed alpha-helical coiled-coil peptide barrels (αHBs) with appropriate pores encapsulate and solubilize SWCNTs. In contrast, barrels without or with narrow pores showed a much smaller efficiency. Absorption/fluorescence spectroscopy and atomic force microscopy indicate that the SWCNTs are incorporated into the αHB's pore. The resulting hybrid SWCNT@αHBs display periodic surface coverage with a 40 nm pitch and remain fluorescent in the nIR. This approach presents a novel concept to encapsulate, discriminate and functionalize SWCNTs non-covalently with peptides and holds great promise for future applications in bioimaging or drug delivery.

Among the protein folding motifs, which are accessible by de novo design, the parallel heterodimeric coiled coil is most frequently used in bioinspired applications and chemical biology in general. This is due to the straightforward sequence-to-structure relationships, which it has in common with all coiled-coil motifs, and the heterospecificity, which allows control of association. Whereas much focus was laid on designing orthogonal coiled coils, systematic studies on controlling association, for instance by strand displacement, are rare. As a contribution to the design of dynamic coiled-coil-based systems, we studied the strand-displacement mechanism in obligate heterodimeric coiled coils to investigate the suitability of the dissociation constants (KD) as parameters for the prediction of the outcome of strand-displacement reactions. We use two sets of heterodimeric coiled coils, the previously reported N-A x B y and the newly characterized C-A x B y . Both comprise KD values in the μM to sub-nM regime. Strand displacement is explored by CD titration and a FRET-based kinetic assay and is proved to be an equilibrium reaction with half-lifes from a few seconds up to minutes. We could fit the displacement data by a competitive binding model, giving rate constants and overall affinities of the underlying association and dissociation reactions. The overall affinities correlate well with the ratios of KD values determined by CD-thermal denaturation experiments and, hence, support the dissociative mechanism of strand displacement in heterodimeric coiled coils. From the results of more than 100 different displacement reactions we are able to classify three categories of overall affinities, which allow for easy prediction of the equilibrium of strand displacement in two competing heterodimeric coiled coils.

In surface waters, the illumination of photoactive engineered nanomaterials (ENMs) with ultraviolet (UV) light triggers the formation of reactive intermediates, consequently altering the ecotoxicological potential of co-occurring organic micropollutants including pesticides due to catalytic degradation. Simultaneously, omnipresent natural organic matter (NOM) adsorbs onto ENM surfaces, altering the ENM surface properties. Also, NOM absorbs light, reducing the photo(cata)lytic transformation of pesticides. Interactions between these environmental factors impact 1) directly the ecotoxicity of photoactive ENMs, and 2) indirectly the degradation of pesticides. We assessed the impact of field-relevant UV radiation (up to 2.6 W UVA/m²), NOM (4 mg TOC/L), and photoactive ENM (nTiO2, 50 µg/L) on the acute toxicity of 6 pesticides in Daphnia magna. We selected azoxystrobin, dimethoate, malathion, parathion, permethrin, and pirimicarb because of their varying photo- and hydrolytic stabilities. Increasing UVA alone partially reduced pesticide toxicity, seemingly due to enhanced degradation. Even at 50 µg/L, nano-sized titanium dioxide (nTiO2) reduced but also increased pesticide toxicity (depending on the applied pesticide), which is attributable to 1) more efficient degradation and potentially 2) photocatalytically induced formation of toxic by-products. Natural organic matter 1) partially reduced pesticide toxicity, not evidently accompanied by enhanced pesticide degradation, but also 2) inhibited pesticide degradation, effectively increasing the pesticide toxicity. Predicting the ecotoxicological potential of pesticides based on their interaction with UV light or interaction with NOM was hardly possible, which was even more difficult in the presence of nTiO2. Environ Toxicol Chem 2020;39:2237-2246. © 2020 The Authors. Environmental Toxicology and Chemistry published by Wiley Periodicals LLC on behalf of SETAC.

Partial order reductions have been successfully applied to model checking of concurrent systems and practical applications of the technique show nontrivial reduction in the size of the explored state space. We present a theory of partial order reduction based on stubborn sets in the game-theoretical setting of 2-player games with reachability/safety objectives. Our stubborn reduction allows us to prune the interleaving behaviour of both players in the game, and we formally prove its correctness on the class of games played on general labelled transition systems. We then instantiate the framework to the class of weighted Petri net games with inhibitor arcs and provide its efficient implementation in the model checker TAPAAL. Finally, we evaluate our stubborn reduction on several case studies and demonstrate its efficiency.

Partial order and structural reduction techniques are some of the most beneficial methods for state space reduction in reachability analysis of Petri nets. This is among others documented by the fact that these techniques are used by the leading tools in the annual Model Checking Contest (MCC) of Petri net tools. We suggest improved versions of a partial order reduction based on stubborn sets and of a structural reduction with additional new reduction rules, and we extend both methods for the application on Petri nets with weighted arcs and weighted inhibitor arcs. All algorithms are implemented in the open-source verification tool TAPAAL and evaluated on a large benchmark of Petri net models from MCC'17, including a comparison with the tool LoLA (the last year winner of the competition). The experiments document that both methods provide significant state space reductions and, even more importantly, that their combination is indeed beneficial as a further nontrivial state space reduction can be achieved. Partial order and structural reduction techniques are some of the most beneficialmethods for state space reduction in reachability analysis of Petri nets. Thisis among others documented by the fact that these techniques are used by theleading tools in the annual Model Checking Contest (MCC) of Petri net tools.We suggest improved versions of a partial order reduction based on stubbornsets and of a structural reduction with additional new reduction rules, and weextend both methods for the application on Petri nets with weighted arcs andweighted inhibitor arcs. All algorithms are implemented in the open-sourceverification tool TAPAAL and evaluated on a large benchmark of Petri netmodels from MCC’17, including a comparison with the tool LoLA (the lastyear winner of the competition). The experiments document that both methodsprovide significant state space reductions and, even more importantly, that theircombination is indeed beneficial as a further nontrivial state space reduction canbe achieved.

Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner and social self) for the creation of passionate love for a brand. More precisely, it attends to the possible mediating character of identification between the perceived utilitarian or hedonic value and passionate brand love. These effects are analysed in consideration of the moderating effect of relationship duration taking a further-reaching perspective and contributing to the understanding of the transformation of the brand love construct within a long-term consumer–brand relationship. Design/methodology/approach – A survey on universally known brands representing both a hedonic and a utilitarian concept was conducted. The model has been tested using the partial least squares approach to structural equation modelling. Findings – The effects of the antecedents of passionate brand love in general vary with increasing relationship duration. Inner self has a stronger effect on passionate brand love than social self and becomes even more important as the relationship matures. Hedonic and utilitarian value both show substantial direct and indirect effects, but the importance of utilitarian aspects grows with time, substantiating the rational nature of brand love within a long-term consumer–brand relationship. Research limitations/implications – As we assessed the perceived duration of an intimate relationship, longitudinal analysis should provide even more profound results. Practical implications – Inasmuch as emotional attributes drive passionate feelings for a brand, the core utilitarian assets of a brand also evoke passionate love and should be highlighted, especially in long-term relationships with customers. Originality/value – This paper investigates the interdependent effects of identification and customer perceived value (hedonic and utilitarian value) as antecedents of passionate brand love. This paper adapts a dynamic perspective on consumer–brand relationships by taking into account the moderating effect of perceived relationship duration.

Re-anastomosis after a Hartmann procedure is associated with a higher morbidity and mortality than other elective colorectal operations. The goal of this comparative study was to evaluate whether laparoscopic reversal is a justified operative approach, although the initial operation is most often an emergency laparotomy. A retrospective analysis was conducted on data collected on all 70 patients who underwent laparoscopic and open reversal of a Hartmann procedure at the Department of Surgery, University of Schleswig–Holstein, Campus Lubeck, between January 1999 and December 2011. Together with general demographic data, the analysis included the indication for the initial Hartmann procedure, time to reversal, intraoperative findings, the choice of operative method, operating time, postoperative pain control, return of normal bowel function, length of hospital stay, and peri- and postoperative morbidity and mortality. In most patients, the Hartmann procedure was performed after a perforated sigmoid diverticulitis. We were not able to find any statistically significant differences with respect to gender, body mass index (BMI) and American Society of Anesthesiologists classification between the laparoscopic group (LG) (N = 24 patients) and the open group (OG) (N = 46). In the LG, patients were significantly younger (p = 0.019). The median operating time was 210 min (75–245) in the LG, which was significantly longer than in the OG (166 min; 66–230). The statistical analysis of the duration of postoperative analgesic therapy (LG 7 days [6–10]; OG 12 days [6–30] ), return to normal diet (LG 3 days [2–6]; OG 4 days [2–10] ), return of normal bowel function (LG 3 days [2–4]; OG 4 days [2–9] ) and length of hospital stay (LOS) (LG 10 days [8–13]; OG 15 days [8–163]) detected significant differences in advantage for the LG. Unplanned return to theatre during index admission was only necessary in the OG (N = 7, 15.2 %). With a median follow-up of 8 months (range 1–20), we observed a comparable number of minor complications in both groups but a significantly higher number of major complications in the OG (N = 27, 58.7 %) (p = 0.001). Conversion occurred in three cases (12.5 %). There was no mortality in either of the two groups. This study was able to demonstrate the feasibility of the laparoscopic approach. In terms of postoperative results it should be seen as equivalent to the open procedure. However, the laparoscopic approach requires profound surgical expertise. The indication should be made after a careful risk/benefit analysis for each individual patient.

Advertising practice makes use of emotional cues and addresses consumers' rising desire for social connection. Research has investigated emotions within advertising, but mainly focused on negative or positive emotions. Traditional academic approaches to the analysis of persuasion according to the elaboration likelihood model (ELM) tend to emphasize central processing and thus rational advertising cues. Moreover, the role of motivation within the ELM is underspecified. We introduce the Zurich Model of Social Motivation to the regulation of social distance and investigate the specific feeling of care and security. This feeling may serve as motivational component and emerge as persuasion instrument within advertising. We seek to find means to activate viewers, independent from involvement. As we initially apply the model, we match constructs from advertising research to the framework. The feeling of care and security is determined by the autobiographical fit, the amount of personal resemblance, and familiari...

While most literature on co-creation shows a consistently positive impact of challenge on motivational processes, the authors of this study examine situational ambiguous effects. Consequently, the exalted status of challenge in practice and research is called into question. This research combines psychological needs inferred from Self-Determination Theory with challenge derived from Flow Theory to explore direct and interactive effects on motivation and participation in digital co-creation. As an example of concrete consumer innovation the authors applied the concept of Threadless in order to test propositions for co-creation settings. Threadless is a real online platform that calls up for submitting consumer-generated designs. The findings reveal an ambivalent role of challenge, depending on consumer traits, which contributes to motivation research and offers potential applications for practice and research.

This study addresses a research gap in the literature of ethical decision-making which deals with the mediating role of central neutralization techniques between incidents of different severity and resulting consumer attitudes toward the company. It is widely accepted that irresponsible company actions effect consumer actions and attitudes toward the company in an unfavorable way. Yet, reality proves that this is only partly true, revealing moderate negative consequences for companies in scandalous situations. Consumers do not completely transfer their proethical attitude in actual purchase behavior, which leads to an attitude-behavior gap. We aim at explaining the psychological concepts lying behind these circumstances. For this purpose, the model of moral intensity serves as the conceptual basis to describe the expected negative effect of ethical scandals. In order to shed light on the deviant consumer behavior, neutralization techniques that reflect a defense mechanism are added to the model. The results of the study reveal that indeed the use of the neutralization technique denial of responsibility serves as a mediator in the proposed model and positively influences the attitude toward the company. Furthermore, it is shown that the assumed relations differ between participants of internal and external locus of control, and, thus, personal character traits.

This paper links findings from research on different age types to branding literature, and adds insight into how to rejuvenate a brand through the use of endorsers in advertisements. The article addresses the yet under-represented value of demographic characteristics of endorsers in affecting brand perception, and introduces the importance of the existence and strength of individual mental images of typical brand users in the process of such association transfers. Based on theoretical perspectives from personality transfer, (social) categorization, imagery, and advertising literature, the study proposes and tests several conditions for which age association transfer from endorser to brand takes place. Results show that using endorsers can be an effective way to influence consumers' brand age perceptions and to rejuvenate a brand. In doing so, it is important to pay attention to the existence and strength of mental images of typical brand users.

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 extent of decision makers’ preference (a) to maintain the status quo, (b) to omit, and/or (c) to delay choice, as well as providing an appropriate measurement model incorporating these three dimensions of decision paralysis that previously have been analyzed only separately; and (3) analyzing potential moderating effects of decision makers’ predisposition toward maximizing on the proposed model. The developed structural equation model as well as the conceptualization and operationalization of the novel construct are verified using data from the German cellular phone market. The model constructs of preference uncertainty and anticipated regret are evidenced to be the fundamental drivers of the formation of tendencies toward paralysis. In this context, the characteristics of variety under consideration—number, alignability, and complexity of alternatives—turn out to be appropriate parameters in avoiding decision paralysis. Moreover, a significant negative relationship between tendencies toward paralysis and subsequent customer satisfaction points out the importance of these findings for future research and business practice.

Im vorliegenden Beitrag wird die Bedeutung der Mitarbeiterpersonlichkeit als Determinante der Beziehungsqualitat bei Dienstleistungsmarken analysiert. Aufgrund der Notwendigkeit markenkonformen Verhaltens von Mitarbeitern fur die Bildung starker Marken, erfahrt hierbei der Fit zwischen Mitarbeiter- und Markenpersonlichkeit besondere Berucksichtigung. Das so entstehende Kausalmodell wird mittels einer empirischen Analyse am Beispiel der Marke eines grosen deutschen Finanzinstituts uberpruft. Die Ergebnisse zeigen, dass die Beziehungsdimensionen Liebe/Leidenschaft, Intimitat und Partnerqualitat fur die Markenloyalitat von groser Relevanz sind. Diese werden wiederum von der Ubereinstimmung von Mitarbeiter- und Markenpersonlichkeit in Bezug auf die Kompetenz und die Aufrichtigkeit determiniert. Daruber hinaus hat sich gezeigt, dass diese Zusammenhange durch die positive Wahrnehmung der Mitarbeiter auf den jeweiligen Dimensionen intensiviert werden.

The purpose of this article is to develop a model that closely examines the consequences of social and environmental corporate action. This is suggested by an increasing need for accomplishing an integrative view on business activities and social aims – the so-called corporate social responsibility – especially in the current environmentally turbulent time and a rising socially conscious consumer population. But doing business is often associated with brand- or corporate misconduct as well. Hence, corporate social responsibility forms the positive component of corporate social performance (CSP), consequently a favorable brand- or company behavior. Corresponding, corporate social irresponsibility or misconduct forms the negative part of such performance. Considering this definition a model is conceptualized to analyze the integrative effect of CSP on consumer perception of brands in terms of brand personality. This study examines how CSP as a whole, and social responsible behavior and brand misconduct individually, affect the brand personality. Furthermore, the investigation scrutinizes the causal connections between brand personality and behavior-oriented brand equity to consider the economic relevance of our case.

Die wahrgenommene Fairness von Preisen hat sich als zentrales Konstrukt der Marketingforschung zur Analyse der Wirkung von Preiserhohungen etabliert. Ausgangspunkt der interdisziplinaren Preisfairnessforschung ist, dass Kunden ein Angebot nicht nur rational-okonomisch bewerten, sondern zusatzlich eine emotionale Komponente bei der Bewertung der Fairness eines Preises relevant ist. Dieser Beitrag bezieht sich daher auf die Analyse emotionaler Aspekte fur die Bildung des Fairnessurteils bei Preiserhohungen, wahrend bisherige Studien, mit wenigen Ausnahmen, auf die Untersuchung kognitiver Grosen abstellen. Die auf Basis der Equity-Theorie postulierte Relevanz von Emotionen fur das Fairnessurteil bei Preiserhohungen und dessen Auswirkung auf die Preisbereitschaft konnen durch eine empirische Untersuchung gestutzt werden. Die Ergebnisse dienen der Ableitung von Handlungsempfehlungen fur die Unternehmenspraxis und die Forschung.

Recent perspectives on branding have claimed that consumers establish relationships with brands (Fournier, 1998). According to this view, one has also to consider that — similar to human relationships — transgressions may occur in such a relationship. Brand misconduct describes a brand's behaviour that consumers do not agree with, e.g. Coca-Cola's introduction of the so-called New Coke in the eighties. After an introduction and definition different forms of misconduct are distinguished. The possible consequences, how the company can react to brand misconduct and, ultimately, the implications for branding theory development are examined.

This study contributes to insights of the effectiveness of identification on passionate love. But more differentiated in comparison to previous research we show direct effects of the two dimensions of identification, self-reflection and self-enhancement as important influence factors of passionate love. According to Steinberg’s (Psychol Rev 93(2):119–135, 1986) Triangular Theory of Love, love is not only triggered by emotional aspects that are beyond reason. So utilitarian attributes that are more down-to-earth and realistic namely quality value, price value, and uniqueness can be relevant drivers of love. But more important, is their influence constant during the course of a relationship? We detected that the emphasis of these central influence factors differ with rising duration of the relationship. With increasing duration of a relationship the role of self-reflection for the feeling of passion towards the brand becomes more significant. The effect of self-enhancement surprisingly decreases with increasing relationship duration. Regarding the rational antecedents of passionate brand love, we see different effects considering the mediation and moderation analyses.

Ausgangspunkt der interdisziplinaren Preisfairnessforschung ist, dass Kunden ein Angebot nicht nur rational-okonomisch bewerten, sondern zusatzlich beurteilen, wie fair dieses ist. Der Fokus dieses Beitrags liegt in der Analyse emotionaler Aspekte fur die Bildung des Fairnessurteils bei Preisen. Auf Basis der Equity-Theorie wird die Relevanz von Emotionen fur das Fairnessurteil nach Preiserhohungen gepruft. Dabei bestatigen sich die vermuteten positiven Wirkungszusammenhange. Die Ergebnisse dienen der Ableitung von Handlungsempfehlungen fur die Unternehmenspraxis und die Forschung.

In recent years, consumers’ expectations in terms of corporate obligations have changed, such that the ethical and philanthropic dimensions of Carroll’s (1979) corporate social responsibility (CSR) pyramid have evolved from desired to presupposed responsibilities. Beyond the consequentially increasing prevalence of CSR activities, considerable attention has been given to cause-related marketing (CRM) in marketing research and practice (Bigne Alcaniz, Chumpitaz Caceres, and Curras Perez, 2010). CRM is defined as a “process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives” (Varadarajan and Menon, 1988). Existing research supports the notion that CRM exerts an important impact on consumers’ buying behavior and enhances the image of the sponsoring company or brand (Barone et al., 2000; Bigne Alcaniz et al., 2010; Gupta and Pirsch, 2006; Lafferty, Goldsmith, and Hult, 2004; Nan and Heo, 2007). Furthermore, literature indicates that a systematic choice of the cause affects the effectiveness of CRM activities (Varadarajan and Menon, 1988). More specifically, the majority of studies highlight the importance of fit between the cause and the sponsoring company or brand (Becker-Olsen, Cudmore, and Hill, 2006; Ellen, Mohr, and Webb, 2000; Lafferty et al., 2004). There is, however, some evidence that fit might be necessary but not sufficient for CRM success (Pracejus and Olsen, 2004). As such, additional research on relevant cause characteristics is needed in order to guide managerial decisions (Nan and Heo, 2007). With this in mind, this study empirically examines the impact of meta-cognitions in terms of the validity of consumer attitudes toward the cause in a high-fit condition.

Since the 1960s, extensive research efforts on country of origin support the assumption that origin cues impact consumption behavior (Al-Sulaiti and Baker, 1998). Peterson and Jolibert (1995) state country of origin as one of the most widely studied phenomena in all the international business, marketing and consumer behavior literatures. When looking at the research on country of origin, we see a development from understanding the effect one-dimensionally as any positive or negative influence that the country related to the product might have on the consumer’s choice processes behaviour (Schooler, 1965, Chao 1993, Samiee, 2004, Papadopoulos and Heslop, 2003) to a more specific understanding of where a product is made (Zhang, 1996). Most of the existing studies therefore focus on “made-in“-effects (country of manufacturing) or image spillover with regard to the country of assembly (Nebenzahl, Jaffe and Lampert, 1997, Yong, 1996). Following management challenges arising from globalization and leading to a repositioning of company activities to a number of different countries, the one-dimensional understanding of the country of origin effect seems out-dated (Bluemelhuber, Carter and Lambe, 2007). Johansson and Nebenzahl (1986) therefore postulate the differentiation of the effect in country of manufacturing and country of branding. Their proposition is supported by a number of studies showing that consumers are able to distinct different effects of the country origin (Chao, 1993, Sadrudin and d’Astous, 2002, Thakor and Lavak, 2003, Brodowsky, Tan and Meilich, 2004). Hence, in more recent studies the focus is on the country of branding (Johansson, Douglas and Nonak,a 1985, Ozsomer and Cavusgil, 1991, Phau and Prendergast, 2000) or, as other authors call it, brand origin (Thakor and Kohl,i 1996, Johansson, Douglas and Nonaka, 1985, Chattalas, Kramer and Takada, 2008). Additionally, even more detailed specifications like the country of design (Nebenzahl, Jaffe and Lampert, 1997, Jaffe and Nebenzahl, 2001), the country of parts or the origin of top management are examined (Pharr, 2005).

In this paper, the authors develop a model to explain the cross-cultural influence of perceived corporate competencies on attitude formation towards the brand’s product categories and its impact on consumer based brand equity. Results indicate that some competencies have a transnational effect in several product categories, whereas several corporate competencies are identified to influence perception of product categories depending on the market.

Recent literature in marketing has identified participative pricing concepts as a profitable strategy for service oriented business areas (Spann et al. 2004; Spann and Tellis 2006; Kim et al. 2009; Kim et al. 2010a and Kim et al. 2010b). Shifting the control from sellers to buyers, these participative pricing concepts have been demonstrated to enhance consumers’ purchase intention. At the same time, participative pricing attracts new customers and even increases sales revenues (Kim et al. 2009).

This paper addresses the operational part of sustainable marketing, especially advertising with sustainability. This form of advertising has to consider particularly the aspect of credibility since the social-ecological value of a product is often not evident for the consumer. Therefore, credibility represents an essential competitive advantage for companies who offer sustainable products. The purpose of this paper is to identify the determinants which are decisive for the credibility attribution of sustainable advertisement in order to achieve an improved comprehension of the latent construct and a more credible design of this type of advertisement. In addition, the actual influence of credibility on consumer behavior is to be analyzed. In order to obtain adequate results, the conceptualization and empirical validation of a causal model were performed which measures both the evaluation and effect of credibility. Thereby, the trustworthiness of the brand communicator, mediated by the content of the message, appears as an essential factor of influence regarding the credibility attribution. Further, the analysis concludes that the credibility of the advertisement directly influences the attitude of the consumer toward the product.

Im Mittelpunkt der empirischen Marketingforschung steht die Erlangung von Erkenntnisfortschritten in Bezug auf die Wahrnehmung und das Verhalten von Marktteilnehmern. Bezuglich der Generierung von Erkenntnisfortschritten sind unterschiedliche Grundpositionen relevant, die sich im Laufe der Zeit in der Wissenschaftstheorie herauskristallisiert haben. Die prominentesten sind der durch den Wiener Kreis begrundete logische Empirismus sowie der kritische Rationalismus von Popper.

Um die Anwendung der in Kapitel 2 und Kapitel 3 vorgestellten Vorgehensweise als Gesamtprozess nachvollziehen zu konnen, soll im Folgenden jeder Schritt exemplarisch anhand eines tatsachlich durchgefuhrten Experiments und eines bereits vorhandenen Datensatzes erlautert werden. Der Datensatz wurde im Rahmen einer Studie des Lehrstuhls fur Marketing I der Johannes Gutenberg-Universitat Mainz erhoben und ist im Downloadcenter der Homepage des Lehrstuhls verfugbar. Jeder Auswertungsschritt kann somit einzeln nachvollzogen und die Ergebnisse der Auswertung verglichen werden. Die Auswertung erfolgt wie in Kapitel 4 erlautert mit Hilfe der Software SPSS 20. Die Studie widmet sich Markenerweiterungen der Taschentuchmarke Tempo und wurde im Dezember 2010 in Hongkong durchgefuhrt. Fur die Durchfuhrung der Untersuchung war es erforderlich, dass die Versuchsteilnehmer verschiedene Produkte als Erweiterung dieser Marke bewerten. Ziel der Studie war es herauszufinden, welche Determinanten die Bewertung von Markenerweiterungen in den sogenannten Plattformlandern Asiens beeinflussen. Auf eine theoretische Fundierung, die zur Auswahl der Determinanten fuhrte, wird hier jedoch nicht weiter eingegangen. Vielmehr soll die Auswahl der Faktoren, der Faktorstufen sowie der abhangigen Variablen weitestgehend intuitiv eine Erlauterung erfahren. Zum Zwecke der Ubersichtlichkeit dient weiterhin nur ein Teil des ursprunglichen Datensatzes (n=100 aus ursprunglich n=614). Die Ergebnisse der vollstandigen Studie konnen im Journal of Brand Management nachgelesen werden.

Experimente dienen der Untersuchung vielfaltiger fur das Marketing interessante Phanomene. So kommen z.B. in der Marketingpraxis besonders dann Experimente zur Anwendung, wenn die Unterschiede verschiedener Gestaltungsmoglichkeiten von neuen Produkten, Verpackungen oder Werbeanzeigen untersucht werden sollen. Fur den Absatz des Unternehmens und letztendlich fur den Gewinn kann es von groser Bedeutung sein, die richtige Entscheidung in Bezug auf kleinste Details in Produkt-, Verpackungs- oder Werbegestaltung zu treffen. Die Zielgruppe darf dann bereits vor der Markteinfuhrung eines Produkts testen und bewerten, inwieweit sich dieses von denen der Konkurrenz oder dem gegenwartig am Markt angebotenen Produkt unterscheidet. Uber die Analyse der Urteile der Befragten bezuglich verschiedener Produktvarianten, versuchen Unternehmen letztlich die erfolgversprechendste Leistung zu identifizieren.

Die Auswahl der Analysemethoden fur experimentell gewonnene Daten erfolgt nach dem Untersuchungszweck und den Charakteristika der zur Verfugung stehenden Daten. Bei Experimenten mit Between-Subject-Design kommt in der Regel die uni- oder multivariate mehrfaktorielle Varianzanalyse ((M)ANOVA) zur Anwendung. Sie lasst sich bei einer Vielzahl von Versuchsanordnungen einsetzen, um zu uberprufen, ob sich unterschiedliche Werte einer oder mehrerer abhangiger Variablen auf die Wirkung einer oder mehrerer unabhangiger Variablen zuruckfuhren lassen. Eine Serie univariater Varianzanalysen ignoriert eine moglicherweise vorhandene Korrelation zwischen den abhangigen Variablen, fuhrt jedoch fur den untersuchten Zusammenhang zwischen unabhangiger und abhangiger Variable im Vergleich zur multivariaten ANOVA zu einem identischen Ergebnis. Die Entscheidung fur eine uni- oder multivariate Varianzanalyse hangt davon ab, ob der Zusammenhang zwischen mehreren abhangigen Variablen von Interesse fur das Untersuchungsmodell ist. Tabelle 4.1 gibt einen Uberblick uber die verschiedenen Formen der Varianzanalyse.

Empirische Sozialforschung hat das Ziel, Kausalzusammenhange zu erkennen, damit Erklarungen fur beobachtbare Phanomene zu finden und folglich uber die blose Sammlung und Ordnung von Daten hinauszugehen. Das Experiment wird diesbezuglich als das favorisierte Design bei jeglicher Form der Analyse von kausalen Zusammenhangen angesehen: „Experiments are the best method for finding out whether one thing really causes another.“