Subjective and heuristic information processing

We explore behaviour arising from consumers’ limited capacity for information processing.

Pricing
Visual signals: brands, appearance

Pricing

We research the effectiveness of pricing strategies and pricing policy instruments.

We are particularly interested in customer price perception and concepts of behavioural pricing research, such as price fairness.

Selected publications

Feurer, Sven, Stefan Rose, Jonas Berger, Miriam Fux, Livia Graf, Roman Schaad, Janick Scheidegger, Fabian Zbinden (2023), Do Service Robots Impair Consumer Fairness Perceptions of a Price Increase? Accepted for presentation at the EMAC Annual Conference, Odense, Denmark (May 23-26).
Pade, Robin & Sven Feurer (2022), The Mitigating Role of Nostalgia for Consumer Price Unfairness Perceptions in Response to Disadvantageous Personalized Pricing, Journal of Business Research, 145(June), 277-287.
Kuester, Sabine, Sven Feurer, Monika C. Schuhmacher & Dominik Reinartz (2015), Comparing the incomparable: How consumers judge the price fairness of new products, International Journal of Research in Marketing, 32(3), 272-283.
Layer, Patrick, Sven Feurer & Patrick Jochem (2017), Perceived Price Complexity of Dynamic Energy Tariffs: An Investigation of Antecedents and Consequences, Energy Policy, 106(July), 244-254.
Konya-Baumbach, Elisa (2016), The zero-price effect in a multicomponent product context, International Journal of Research in Marketing, 33(3), 689–694.
Feurer, Sven, Monika C. Schuhmacher & Sabine Kuester (2015), Divide Tariffs and Prosper? A Focus on the Role of Need for Cognition, Marketing ZfP – Journal of Research and Management, 37(2), 102-110.

The influence of facial appearance based perceptions of leadership ability

Attributions of personality traits and abilities based on facial characteristics occur automatically and subconsciously. The project investigates the influence of such inferences when filling management...

Institute(s) Institute for Applied Data Science & Finance
Institute for Marketing & Global Management
Research unit(s) Marketing
Head of project Stefan Manfred Rose

See research project

Back to the institute's website

Visual signals: brands, appearance

Besides price signals, people also use visual signals to make judgements about products and other people. We investigate the consequences of such mental shortcuts.

Selected publications

Selected research project

How the Use of Artificial Intelligence Influences the Perception of Prices

This project investigates the effects of the involvement of artificial intelligence (e.g. in the form of chatbots or humanoid robots) in exchange relationships between customers and companies on the...

Institute(s) Institute for Marketing & Global Management
Head of project Sven Feurer
Elisa Konya-Baumbach

See research project

Back to the institute's website