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Supplemental Material, Executive_Summary_-_Final for Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues by Valarie A. Zeithaml, Katrien Verleye, Isabella Hatak, Monika Koller and Alexander Zauner in Journal of Service Research

Supplemental Material, Web_Appendix_Final_7_-_14_-_2020 for Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues by Valarie A. Zeithaml, Katrien Verleye, Isabella Hatak, Monika Koller and Alexander Zauner in Journal of Service Research

Background: 'Neuromarketing' is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context-situated human behavior such as consumption have often been neglected. We argue for a differentiated terminology, naming commercial applications of neuroscientific methods 'neuromarketing' and scientific ones 'consumer neuroscience'. While marketing scholars have eagerly integrated neuroscientific evidence into their theoretical framework, neurology has only recently started to draw its attention to the results of consumer neuroscience.Discussion: In this paper we address key research topics of consumer neuroscience that we think are of interest for neurologists; namely the reward system, trust and ethical issues. We argue that there are overlapping research topics in neurology and consumer neuroscience where both sides can profit from collaboration. Further, neurologists joining the public discussion of ethical issues surrounding neuromarketing and consumer neuroscience could contribute standards and experience gained in clinical research.Summary: We identify the following areas where consumer neuroscience could contribute to the field of neurology:. First, studies using game paradigms could help to gain further insights into the underlying pathophysiology of pathological gambling in Parkinson's disease, frontotemporal dementia, epilepsy, and Huntington's disease.Second, we identify compulsive buying as a common interest in neurology and consumer neuroscience. Paradigms commonly used in consumer neuroscience could be applied to patients suffering from Parkinson's disease and frontotemporal dementia to advance knowledge of this important behavioral symptom.Third, trust research in the medical context lacks empirical behavioral and neuroscientific evidence. Neurologists entering this field of research could profit from the extensive knowledge of the biological foundation of trust that scientists in economically-orientated neurosciences have gained.Fourth, neurologists could contribute significantly to the ethical debate about invasive methods in neuromarketing and consumer neuroscience. Further, neurologists should investigate biological and behavioral reactions of neurological patients to marketing and advertising measures, as they could show special consumer vulnerability and be subject to target marketing.

When shopping for apparel, many consumers seek advice from friends and family or store personnel. In-store kiosk systems might serve as an alternative decision support system. In the present study we address the key question of how such kiosk systems are evaluated by consumers. We conducted three focus group discussions with regular apparel shoppers aged between 23 and 39 years. In sum, qualitative information from 15 participants was subject to a qualitative content analysis with the aim of gaining a more comprehensive understanding of how apparel shoppers experience the shopping process. Getting a more in-depth understanding of the needs and wishes associated with the apparel shopping process gives a basis for evaluating the potential acceptance of electronic decision support systems in apparel shopping. Although our study is exploratory in nature, we are able to draw an initial picture of how kiosk systems could be used in apparel shopping. Ao fazer compras de roupas, muitos clientes buscam conselho dos amigos, da família ou dos vendedores da loja. Os quiosques podem servir de sistema alternativo de apoio à decisão. Apresentamos a questão principal quanto à maneira pela qual os sistemas de quiosques são avaliados pelos clientes. Desenvolvemos três discussões com clientes regulares de roupas, com idades entre 23 e 30 anos. Em resumo, as informações qualitativas decorrente dos 15 participantes, foram sujeitas a uma análise de conteúdo qualitativa, com o intuito de ganhar uma compreensão mais completa de como os clientes podem experimentar o processo de fazer compras. Uma compreensão das necessidades e desejos associados às compras de roupas fornece a base de avaliação da possibilidade de aceitação dos sistemas eletrônicos de apoio à decisão na compra. Apesar de tratar-se de um estudo exploratório, é possível traçar um panorama inicial da maneira de utilização dos sistemas de quiosques para fazer compras de roupas. Al hacer compras de ropa, muchos clientes buscan consejo de los amigos, de la familia o de los vendedores de la tienda. Los quioscos en la tienda pueden servir de sistema alternativo de apoyo a la decisión., Presentamos la cuestión principal respecto a la manera por la cual los sistemas de quioscos son evaluados por los clientes. Desarrollamos tres discusiones con clientes regulares de ropa, de edades entre 23 y 30 años. Las informaciones resultantes de los 15 participantes fueron sometidas a un análisis de contenido cualitativo, con la intención de obtener una comprensión de cómo los clientes pueden experimentar el proceso de hacer compras. Una comprensión de las necesidades y deseos asociados con las compras proporciona la base de evaluación de la posibilidad de aceptación de los sistemas electrónicos de apoyo a la decisión en la compra. A pesar de tratarse de un estudio exploratorio, se puede esbozar un panorama inicial de la manera de utilización de los sistemas de quioscos para hacer compras de ropa.

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived. O aumento de engajamento dos indivíduos nas mídias sociais, na última década, possibilitou as empresas explorarem novas modalidades de comunicação e projetos de patrocínio. Além de pesquisa geral quanto às mídias sociais ou ao patrocínio, as questões em relação às consequências das ações conjuntas (atividades de patrocínio nas mídias sociais) ficaram poucas exploradas. Por conseguinte, o presente trabalho analisa se a imagem percebida da marca e a credibilidade da celebridade endossante de uma importante equipe esportiva possa influenciar a valorização percebida da marca da empresa patrocinadora (marca de empresa) no cenário das mídias sociais. Além disso, estes resultados comparam-se entre os clientes atuais e os não clientes da empresa patrocinadora. Curiosamente, resultou-se que a credibilidade percebida da celebridade endossante quase não é um fator de construção das percepções em relação aos clientes atuais. Os nossos achados contribuem para a discussão atual na literatura sobre as vantagens do uso de mídias sociais para promover patrocínios. El aumento de compromiso y participación de los individuos en los medios sociales, en la última década, posibilitó que las empresas explorasen nuevas modalidades de comunicación y proyectos de patrocinio. Además de investigación general en lo que se refiere a los medios sociales o al patrocinio, las cuestiones en relación a las consecuencias de las acciones conjuntas (actividades de patrocinio en los medios sociales) permanecieron poco exploradas. El presente trabajo analiza si la imagen percibida de la marca y la credibilidad de la celebridad endosante de un importante equipo deportivo podría influenciar la valorización percibida de la marca de la empresa patrocinadora en el escenario de los medios sociales. Además, estos resultados se comparan entre los clientes actuales y los no clientes de la empresa patrocinadora. Curiosamente, resultó que la credibilidad percibida de la celebridad endosante casi no sería un factor en la construcción de las percepciones en relación a los clientes actuales. Nuestros hallazgos contribuyen a la discusión actual en la literatura sobre las ventajas del uso de medias sociales para promover patrocinios.

Im Verlauf des (Kauf-)Entscheidungsprozesses sind die Konsumenten zahlreichen psychologisch zu erklärenden internen Phänomenen ausgesetzt. Kognitive Dissonanz ist ein zentrales relevantes Konstrukt in diesem Zusammenhang. Aus Sicht der Marketingforschung ist das psychologische Befinden der Konsumenten während des gesamten Entscheidungsprozesses von Interesse. Die Autorin wählt den Anwendungsbereich der Reiseentscheidung. Durch Einsatz der Tagebuchmethode werden relevante Konstrukte wie wahrgenommenes Risiko, Kognitive Dissonanz und Zufriedenheit während des gesamten Reiseentscheidungsprozesses sowohl qualitativ als auch quantitativ untersucht. Die Erkenntnisse zur Entwicklung psychologischer Phänomene im Zeitverlauf liefern einen wichtigen Beitrag zur Dissonanzforschung und erlauben das Ableiten zentraler Implikationen für das praxisorientierte Marketing.