Why Do They Make Things so Complicated?

Why Do They Make Things so Complicated?
- Desperate Consumers in Complex Buying Situations
Mützel, Lisa Monika Anna
Preis 70,00inkl. ges. MwSt.
ISBN 978-3-8441-0511-7
Bestell-Nr. 0511C
Gewicht 490 g
Warengruppe Betriebswirtschaft
Sachgruppe Marketing
Einband broschiert
Sprache Englisch
Umfang 340
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Inhaltsverzeichnis

1. Introduction
1.1. Relevance of research on complex buying situations in practice
1.2. Relevance of research on complex buying situations for theory
1.3. Aims and structure of this thesis

2. Complexity in prior consumer research
2.1. Methodology of the literature reviews of product and choice complexity
2.2. Product complexity
2.3. Choice complexity and task complexity

3. The reference framework of CBS
3.1. Methodology of Study 1
3.2. Overview of the reference framework
3.3. Inputs and the perceptual construct
3.4. Learning constructs
3.5. Outputs
3.6. Possible moderators and mediators
3.7. Discussion and implications

4. Developing a scale to measure NERCO
4.1. Theoretical foundations
4.2. Construct definition
4.3. Item generation (Study 1.1: Open product context)
4.4. Item purification (Study 2: Laptops)
4.5. Initial validation (Study 3: occupational disability insurance)
4.6. Final validation (Study 4: New automobiles)
4.7. Test-retest assessment (Study 5: Smartphones)
4.8. Summary and discussion

5. Experiment on CERC: The role of recommendations in complex buying situations
5.1. Theoretical background
5.2. Hypotheses development
5.3. Pretest
5.4. Main study
5.5. Summary and discussion

6. Conclusion
6.1. Major results and contributions
6.2. Implications for research
6.3. Implications for practice

Über den Autor

Lisa Monika Anna Mützel was born in Würzburg, Germany, in 1990. She studied Information Management from 2009 to 2014 at the University of Koblenz-Landau. In 2014, she was awarded the “Debeka IT-Förderpreis” for being a top student. After having finished her studies, she stayed at the University of Koblenz-Landau from 2014 until 2016 and worked as a research assistant at the research group Media and Service Management of the Institute for Management. During that time, she also wrote her doctoral theses under the supervision of Dr. Thomas Kilian. In 2017, she attained a doctoral degree (Dr. rer. pol.) from the University of Koblenz-Landau.

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