Kunden zum Kauf bewegen: Aufsätze zur Konsumentenwahrnehmung von Sortiment, Preis und Promotion DISSERTATION der Universität St. Gallen, Hochschule für Wirtschafts-, Rechts- und Sozialwissenschaften sowie Internationale Beziehungen (HSG) zur Erlangung der Würde eines Doktors der Wirtschaftswissenschaften vorgelegt von Johannes Christian Bauer aus Deutschland Genehmigt auf Antrag der Herren Prof. Dr. Thomas Rudolph und Prof. Dr. Andreas Herrmann Dissertation Nr. 3998 Difo-Druck GmbH, Bamberg 2012
INHALTSVERZEICHNIS INHALTSVERZEICHNIS I ABBILDUNGSVERZEICHNIS V TABELLENVERZEICHNIS VI A Einleitung 1 Literatur 5 B Aufsatz 1: Preis-Promotion-Framing - Ein Überblick zum Stand der Forschung 7 Zusammenfassung 9 1 Einführung 10 2 Theoretischer Rahmen 14 2.1 Adaptionsniveau-Theorie 14 2.2 Assimilations-Kontrast-Theorie 16 2.3 Pfospect-Theorie 19 3 Framing von expliziten Preissenkungen 21 3.1 Framing mit externen Referenzpreisen 21 3.1.1 Der Einfluss plausibler und unplausibler externer Referenzpreise 26 3.1.2 Das Vertrauen der Konsumenten in ihre Preisvorstellungen als Moderator für den Einfluss externer Referenzpreise 28 3.1.3 Semantische Unterschiede bei externen Referenzpreisen 29 3.2 Framing von Preisnachlässen 31 3.2.1 Prozentuale versus absolute Preisnachlässe 35 3.2.2 Präzise versus vage Formulierungen von Preisnachlässen... 38 4 Framing von impliziten Preissenkungen 40 5 Unterstützende Kommunikationsmaßnahmen im Rahmen von Preis- Promotions 45 6 Implikationen und Ausblick für zukünftige Forschungsbemühungen 49 Literatur 54 C Aufsatz 2: Price Framing Effects in Consumers' Reactions to Interest-Free Deals: The Dual Role of the Advertised Monthly Installment 63 Abstract 65 1 Introduction.". 66 I
2 Conceptual Background 68 2.1 Credit Accessibility Effects 68 2.2 (De-)Coupling of Payment and Consumption 70 2.3 Price Framing Effects 72 2.4 The Interplay of Consumers' Financial Situation and the Salience of the Monthly Installment 74 3 Hypotheses 76 4 Study 1: The Moderating Role of Consumers' Financial Situation 79 4.1 Method 80 4.1.1 Participants 80 4.1.2 Procedure 80 4.1.3 Measures 82 4.2 Results 83 4.2.1 Manipulation Checks 83 4.2.2 Purchase Likelihood 83 4.3 Discussion 84 5 Study 2: Price Framing Effects of Interest-Free Deals 85 5.1 Method 86 5.1.1 Participants 86 5.1.2 Procedure 86 5.1.3 Measures 88 5.2 Results 89 5.2.1 Manipulation Checks 89 5.2.2 Purchase Likelihood 90 5.2.3 The Mediating Role of Perceptions of Affordability 92 5.2.4 The Mediating Role of Joy 95 5.2.5 Emotional Responses to Buying with Interest-Free Deals... 97 5.2.6 Perceived Aggregate Selling Price 99 5.2.7 Perceived Savings Associated with the Interest-Free Deal. 100 5.3 Discussion 101 6 General Discussion 102 6.1 Managerial Implications 104 6.2 Limitations and Directions for Further Research, 106
References 109 D Aufsatz 3: Do Interest-Free Deals Trigger Impulsive Buying Behavior? 115 Abstract 117 1 Introduction 118 2 Conceptual Background 121 2.1 Interest-Free Deals and the "Pain of Paying" 121 2.2 Individual Differences in Impulsivity 124 3 Results 127 3.1 Method 128 3.1.1 Participants 128 3.1.2 Procedure 128 3.1.3 Dependent Measures: Product Choice and Purchase Likelihood 130 3.1.4 ' Impulsivity as Personality Trait 131 3.2 Results 131 3.2.1 Manipulation Check 131 3.2.2 Hypothesis 1: Liquidity-Constraints as Moderator 131 3.2.3 Hypothesis 2: Liquidity-Constraints and Impulsivity as Moderators (Purchase Likelihood) 133 3.2.4 Hypothesis 3: Liquidity-Constraints and Impulsivity as Moderators (Product Choice) 136 4 Discussion : 139 4.1 Summary of Research 139 4.2 Public Policy Implications 140 4.3 Managerial Implications '. 142 4.4 Limitations and Directions for Further Research 144 References 146 E Aufsatz 4: What Constitutes a "Good Assortment"? A Scale for Measuring Consumers' Perceptions of an Assortment Offered in a Grocery Category 151 Abstract 153 1 Introduction 154 2 Conceptual Background 156 III
2.1 Consumers' Information Processing and Use of Heuristics in Grocery Shopping 158 2.2 Consumers' Perceptions of Higher-Level Assortment Dimensions and the Formation of a Summary Evaluation of the Grocery Category.159 3 Scale Development and Purification 166 3.1 Item Generation 166 3.1.1 Literature Review 166 3.1.2 Top-of-Mind Survey 168 3.1.3 Focus Groups 169 3.2 Scale Development and Purification 171 3.2.1 Formal Pretest 171 3.2.2 Field Study 172 3.2.3 Exploratory Factor Analysis 172 3.2.4 Confirmatory Factor Analysis 173 3.2.5 Relationship with Key Performance Indicators 178 3.3 Higher-Level Dimensions of Consumers' Grocery Assortment Perceptions 180 3.3.1 Assortment Price Perceptions 180 3.3.2 Assortment Quality Perceptions 181 3.3.3 Assortment Variety Perceptions 182 3.3.4 Assortment Presentation Perceptions 182 4 Discussion 183 4.1 Managerial Implications 184 4.2 Limitations and Directions for Further Research 186 References -.'. 188 Schlussbemerkung 201 Literatur 209 IV