We are currently supported by student assistants Benjamin Hoke, Claudia Möller and Yvonne Siebert.

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1 Annual Report 2006 Prof. Günter Silberer 1. Review and Outlook 2. The Staff 3. Our Teaching Program 3.1 Courses 3.2 Examinations and Diploma Theses 4. Research and Transfer of Knowledge 5. New Publications 6. Alumni 1. Review and Outlook 2. Staff Prof. Silberer The academic staff, 2006 (status 10/2006): Dipl.-Psych. Oliver Büttner Dipl.-Soz. Alexander Gorbach Dipl.-Kffr. Stefanie Klingebiel Dipl.-Psych. Gunnar Mau Dipl.-Kffr. Gülen Özaktürk Dipl.-Kfm. Sebastian Schulz Dipl.-Kfm. Sascha Steinmann Dipl.-Kffr. Kerstin Weihe Dipl.-Kffr. Anja Weitemeyer We are currently supported by student assistants Benjamin Hoke, Claudia Möller and Yvonne Siebert. 3. Our Teaching Program 3.1. Courses Winter Semester 2005/2006 Lecture Marketing II (Product Policy and Distribution), Exercise Marketing II, Marketing Seminar (Shopper Behavior), Media Seminar (Marketing and Marketing Research for

2 Media Brands), Marketing Seminar (Brand Management), SPSS-Seminar, Research Internship (introduction to user-tracking), Undergraduate Seminar, Postgraduate Seminar, Research Colloquium "Marketing and Channel Management (in conjunction with Prof. Schumann and Prof. Toporowski), Lecture Series and Case Study Seminar "Companies and Markets" Lectures in the Winter Semester 2005/2006: Prof. Marion Weissenberger-Eibl, University of Kassel, on the subject "Innovation and Technology Management Status Quo and Implementation" Summer Semester 2006 Lecture and Exercize Business Studies IIb (foundation course and Bachelor degree), Lecture Marketing III (Price and Communication Policy), Exercise Marketing III, Marketing Seminar (Multi Channel Distribution), Marketing Seminar (Innovation Management), SPSS Seminar, Research Internship (introduction to user-tracking), Undergraduate Seminar, Postgraduate Seminar, Lecture Series and Case Study Seminar "Companies and Markets" Lectures in the Summer Semester 2006: Dominik Veken, executive board Kolle Rebbe, Hamburg, on "The Practice of Strategic Planning in the Advertising Concept" Prof. Gianfranco Walsh, University of Koblenz-Landau, on "Perceived Discrimination in the Service Industry" 3.2 Examinations and Diploma Theses Once again, as we have been for some years now, we were well-represented in the examinations: Winter Semester 2005/2006 passed failed Diploma Theses (24 credits) Purchasing and Sales 13 Final Examination (24 credits) Purchasing and Sales 30 2 Modular Examination (6 credits)marketing II Summer Semester 2006 Diploma Theses (24 credits) Purchasing and Sales 15 Final Examination (24 credits) Purchasing and Sales 11 Intermediate Examination Purchasing and Sales Bachelor Compulsory Module (6 credits)purchasing and Sales 14 2 Modular Examination (6 credits)marketing III Doctorates Dr. Patrick Hehn ( ) Dr. Alexander Magerhans ( ) 2

3 4. Research and Transfer of Knowledge Last year, our research also focused upon studies on tracking behavior and experience sequences in trade, on the Internet and at events. The findings compiled could be presented at conferences and were well-received by our specialist colleagues. During the report period, we were represented at the following international conferences: Patrick Hehn on the "Impact of Scent on Brand Perception" at the 5 th International Marketing Trends Congress from in Venice. Gunnar Mau with his article written in collaboration with Sebastian Schulz and Günter Silberer on "The Importance of Cognitive Maps for Emotional and Cognitive Reactions towards Online Shops at the General Online Research (GOR) from in Bielefeld. Sebastian Schulz with his article written in collaboration with Gunnar Mau, Oliver Büttner and Günter Silberer on "User Experiences in Online Pharmacies - The effects of medication type and of purchasing for oneself vs. for another person" at the General Online Research (GOR) from in Bielefeld. Günter Silberer on Behavior at the POS Classical and Newer Methods of Recording It at the 25 th Advertising and Consumer Psychology Conference from in Houston/Texas. Oliver Büttner with his article written in collaboration with Günter Silberer and Manuel Rauch on "Assessing In-Store Consumer Cognition: The Validity and Prognostic Value of Video-Cued Thought Protocols" at the 25 th Advertising and Consumer Psychology Conference from in Houston/Texas. Günter Silberer, Gunnar Mau and Kerstin Weihe on "Attitudinal Effects of Event- Marketing and Event-Sponsorship: A Comparison" at the 35 th European Marketing Academy Conference (EMAC) from in Athens. Günter Silberer with his article written in collaboration with Patrick Hehn on "Event Food as a Tool of Sensory Communication" at the 5 th International Conference on Research in Advertising (ICORIA) from in Bath/UK. Patrick Hehn with his and Günter Silberer's article on "Affective Impact of Scent on Non-Olfactory Brands" at the 5 th International Conference on Research in Advertising (ICORIA) from in Bath/UK. Gunnar Mau with his, Sebastian Kehres's and Günter Silberer's article on the subject "Communicating Brands Playfully: The Impact Of Ad Placements in Computer Games" at the 5 th International Conference on Research in Advertising from in Bath/UK. Gunnar Mau with his and Günter Silberer's article on the subject "Mental Maps and Online Buying Experience" at the 13 th Conference of the European Institute of Retailing and Services Studies (EIRASS) from in Budapest. 3

4 Oliver Büttner with his article written in collaboration with Günter Silberer entitled "Susceptibility to Social Influences in Purchase Intentions Development of a German-speaking Scale" at the 45th Congress of the Deutsche Gesellschaft für Psychologie from in Nuremberg. Oliver Büttner on his article written in collaboration with Günter Silberer, Gunnar Mau and Sandra Laube on "The Patient's Wellbeing on the Day of Dental Treatment: Behavior and Magnitudes of Influence" at the 45th Congress of the Deutsche Gesellschaft für Psychologie from in Nuremberg. Alexander Magerhans on "Customer Satisfaction in Electronic Commerce A Survey Concerning the German Online Bookshop Trade" at the VHB/IFSAM VIII th World Congress 2006 (International Federation of Scholarly Associations of Management) from in Berlin. Mr. Hehn did his doctorate on the subject "The Influence of Smell on the Perception and Evaluation of Brands" and Mr. Magerhans concluded his work on the subject "Customer Satisfaction in Electronic Commerce. Study of the Peculiarity, Determinants and Effects of Customer Satisfaction in the Online Book Trade." 5. New Publications Articles in Compilations and Journals 2005 Mau, G., Weihe, K. & Silberer, G. (2005). Effects of Event-Sponsorship: An Empirical Study of the Impact of Marketing Events. Beiträge zur Marketingwissenschaft Nr. 52, ed. by G. SILBERER, Institut für Marketing und Handel, University of Göttingen Silberer, G., Engelhardt, J.-F. & Andreasen, B. (2005). Der Einfluß von Emotionen auf das Blick- und Klickverhalten, in: Haas, A., Ivens, B. S. (Hg.). Innovatives Marketing: Entscheidungsfelder Management Instrumente, Wiesbaden: Gabler-Verlag, pp Büttner, O. (2006). Vertrauen in E-Health-Angebote - Ein psychologisches Konstrukt in der Marketingforschung, in: NeuroPsychoEconomics, 1. Jg., Nr. 1, pp Büttner, O. B., Rauch, M. & Silberer, G. (2006). Consumer Cognition at the Point of Sale: Results from a Process Tracing Study, in: European Advances in Consumer Research, Vol. 7, ed. by K. M. Ekström and H. Brembeck, pp Büttner, O. B., Schulz, S. & Silberer, G. (2006). Vertrauen, Risiko und Usability bei der Nutzung von Internetapotheken, in: Bauer, H. H., Neumann, M. M. & Schüle, A. (Hg.). Konsumentenvertrauen. Konzepte und 4

5 Anwendungen für ein nachhaltiges Kundenbindungsmanagement, München: Verlag Vahlen, pp Büttner, O. B. & Göritz, A. S. (2006). Wenn Wissenstransfer zur Vertrauenssache wird - Eine empirische Studie zum Einkauf in Internet-Apotheken, in: Wichter, S. & Busch, A. (Hg.). Wissenstransfer - Erfolgskontrolle und Rückmeldungen aus der Praxis, Frankfurt a.m.: Peter Lang, pp Büttner, O. B., Schulz, S. & Silberer, G. (2006). Perceived Risk and Deliberation in Retailer Choice: Consumer Behaviour towards Online Pharmacies, in: Advances in Consumer Research, Vol. 33, ed. by C. Pechmann and L. Price, pp Mau, G., Weihe, K. & Silberer, G. (2006). Attudinal Effects of Event-Marketing and Event-Sponsorship: A comparison, in: Sustainable Marketing Leadership. A Synthesis of Polymorphous Axioms, Strategies and Tactics, Proceedings of the 35 th EMAC Conference Athens 2006, edited by G. J. Avionatis, N. Papavassiliou & P. Papastathopoulou, pp Silberer, G. (2006). Customer Contacts and Contact Segments in Retail: Results of a Customer Survey, in: Salavrakos, Ioannis-Dionysos (Hg.). From Small Firms to Multinationals: Industrial, Entrepreneurial, Managerial, Financial, Fiscal, Transaction Cost and Consumer Perspectives in the Era of Globalization, Athens, Greece: ATINER, pp Silberer, G. (2006). A New Approach to Assessing Cognitive Processes at the Point of Sale Video-Cued Thought Protocols, in: European Advances in Consumer Research, Vol. 7, ed. By K. M. Ekström and H. Brembeck, pp Our Series Beiträge zur Marketingwissenschaft Magerhans, A. (2005). Kundenzufriedenheit im Electronic Commerce Eine Kano-Analyse im Online- Buchhandel, in: Beiträge zur Marketingwissenschaft Nr. 54, Universität Göttingen, Institut für Marketing und Handel Steinmann, S. (2005). Kundenkontakte, Kundendaten und Kundeninformationen im Multi Channel Marketing, in: Beiträge zur Marketingwissenschaft Nr. 55, Universität Göttingen, Institut für Marketing und Handel Our Series "Beiträge zur Trackingforschung" Silberer, G. (2005). Das Verhalten am POS klassische und neuere Möglichkeiten seiner Erfassung, in: Beiträge zur Trackingforschung Nr. 12, Universität Göttingen, Institut für Marketing und Handel 5

6 Rauch, M. (2005). Kundenlauf und Zuwendungsverhalten am Point of Sale: State-of-the-art, in: Beiträge zur Trackingforschung Nr. 13, Universität Göttingen, Institut für Marketing und Handel Schulz, S. (2006). Surfverhalten und erleben. Erfassung, Determinanten und Wirkungen, in: Beiträge zur Trackingforschung Nr. 14, Universität Göttingen, Institut für Marketing und Handel 6