@misc{BaumertStueberBrusch, author = {Baumert, Katrin and St{\"u}ber, Eva and Brusch, Michael}, title = {Wirkung des Sex-sells-Prinzips in der Werbung}, series = {transfer Werbeforschung \& Praxis}, volume = {62}, journal = {transfer Werbeforschung \& Praxis}, number = {2}, issn = {1436-798X}, pages = {60 -- 66}, abstract = {Damit Unternehmen mit ihrer Werbung bei Konsumenten die gew{\"u}nschten Ziele erreichen, bedienen sie sich gerne verschiedener Reizwirkungen. Hierbei besitzen besonders emotionale Reizwirkungen bzw. deren extreme Form das Sex-sells-Prinzip einen positiven Einfluss auf die Aktivierung. Welche Wirkungen dabei auf Aufmerksamkeit und Erinnerung als zentrale Gr{\"o}ßen bestehen, ist jedoch von verschiedenen Rahmenbedingungen abh{\"a}ngig. Mittels einer kombinierten Untersuchung aus Eye-Tracking und Befragung k{\"o}nnen relevante Erkenntnisse in Bezug auf diese Gr{\"o}ßen im Bereich emotionaler Werbeanzeigen aufgezeigt werden.}, language = {de} } @misc{BruschBaumertIllner, author = {Brusch, Michael and Baumert, Katrin and Illner, Luisa}, title = {Measurement and evaluation of product descriptors with a high relevance from a customers' point of view}, series = {International Journal of Quality and Service Sciences}, volume = {8}, journal = {International Journal of Quality and Service Sciences}, number = {3}, issn = {1756-669X}, doi = {10.1108/IJQSS-04-2016-0031}, pages = {363 -- 376}, abstract = {The purpose of this paper is to develop an approach to measure and to evaluate product descriptors which have a high relevance from customers' point of view. When developing new goods, i.e. products and services, decision makers have to include consumer evaluations within their decision-making process. These evaluations should analyze the product descriptors, which are really relevant from the customers' point of view and which can be totally different from simple physical or technical attributes in the case of material goods. Besides these several types of product characteristics, the evaluations should consider external influencing factors like the involvement. In this investigation, an empirical data set resulting from a complex technical product-related survey is used. The products analyzed are smartphones and can be seen as representative examples with both objective physical features and subjective design-related attributes. The data collection and analysis will focus on subjective attributes, identifying factors and separating customer segments, e.g. using cluster analysis. Additionally, the existence of influence factors such as the involvement of the customers will be tested. The results show relevant differences from the customers' point of view with regard to product descriptors which are different for every customer and hard to describe. The investigation leads to five different respondent groups. Additionally, other external (customer behavior-related) influence factors - especially the involvement - can be identified as relevant. The analyses point out that there is a need to analyze the customers on an individual level and to consider influencing factors. The investigation illustrates consequences of the usage of customer individual subjective elements as product descriptors which are relevant from the customers' viewpoint. The resulting insights are new for researchers from a theoretical and from a practical point of view. The results verify, among others, the needs to analyze the customers on an individual level and to consider external (customer behavior-related) influence factors.}, language = {en} } @inproceedings{BruschBaumertIllner, author = {Brusch, Michael and Baumert, Katrin and Illner, Luisa}, title = {Measurement and Evaluation of as Relevant Perceived Product Descriptors}, series = {Proceedings of the 18th QMOD Conference on Quality and Service Sciences}, booktitle = {Proceedings of the 18th QMOD Conference on Quality and Service Sciences}, editor = {Dahlgaard-Park, Su Mi and Dahlgaard, Jens J{\"o}rn}, publisher = {Lund University Library Press}, address = {Lund}, isbn = {978-91-7623-086-2}, language = {en} } @misc{BruschBaumertKastner, author = {Brusch, Michael and Baumert, Katrin and Kastner, Paula}, title = {Product Development Based on Design Attributes - An Empirical Analysis of Perceptions and Influences}, series = {International Journal of Quality and Service Sciences}, volume = {9}, journal = {International Journal of Quality and Service Sciences}, number = {3/4}, issn = {1756-669X}, pages = {371 -- 382}, language = {en} }