Katharina Hutter

Carrotmob and Anti-consumption Same Motives but Different Willingness to Make Sacrifices?

The carrotmob—often defined as an inverse boycott—is a new, fast-diffusing form of pro-environmental consumption focusing on societal issues. Organized by activists, consumers swarm a predefined store and collectively buy its products. In return, the company engages in pro-environmental actions. This is the first study that empirically analyzes consumer attitudes toward carrotmob and participation intention. The article compares the drivers of carrotmob and anti-consumption (e.g., ecological consumer boycotts). Both forms of consumer activism are triggered by ecological concern. However, carrotmobbing differs because participants do not have to sacrifice their preferred consumption patterns. Study 1 (n = 437) demonstrates that willingness to make sacrifices moderates the impact of ecological concern on attitudes toward the carrotmob. Study 2 (n = 153) establishes external validity by modifying the carrotmob target. As expected, the carrotmob is an alternative consumption option attractive for consumers unwilling to make sacrifices in expressing their environmental concerns.

Unusual location and unexpected execution in advertising: A content analysis and test of effectiveness in ambient advertisements

Ambient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers by placing unexpected advertisements at unusual locations. The rising relevance of ambient advertising is not mirrored in the marketing literature yet. No study has empirically considered the key elements of location and execution of ambient advertising. This paper uses a mixed-method approach to (1) identify the locational and executional elements used in ambient advertising practice and to (2) analyze the effectiveness of ambient advertising. Study 1 (n = 340) applying a content analysis reveals that ambient advertising mainly uses unconventional 2D elements often combined with unexpected visual elements such as optical illusion. Study 2 (n = 234) using ANOVAs examines that unconventional advertisements have a stronger impact on consumer perception (e.g., attention, attitude toward the ad) than on conventional outdoor advertising. The paper provides contributions for marketing managers and further research.

Carrotmob: A Win–Win–Win Approach to Creating Benefits for Consumers, Business, and Society at Large

The call for business practices that create benefits for companies, customers, and society is getting louder. This article analyzes a new implementation of such a win–win–win approach: the carrotmob. Activists and managers jointly organize a shopping flashmob in which consumers collectively purchase the products of a target company to reward its intent to act more socially responsible. Given that carrotmobs are only efficient if they are supported by a critical mass of consumers, a survey study of 337 young consumers explores the critical drivers of carrotmob participation. Accordingly, object-oriented, personal, and social motives jointly determine carrotmob participation with social motives having the strongest impact.The call for business practices that create benefits for companies, customers, and society is getting louder. This article analyzes a new implementation of such a win–win–win approach: the carrotmob. Activists and managers jointly organize a shopping flashmob in which consumers collectively purchase the products of a target company to reward its intent to act more socially responsible. Given that carrotmobs are only efficient if they are supported by a critical mass of consumers, a survey study of 337 young consumers explores the critical drivers of carrotmob participation. Accordingly, object-oriented, personal, and social motives jointly determine carrotmob participation with social motives having the strongest impact.

Do Men and Women Laugh About Different Types of Humor? A Comparison of Satire, Sentimental Comedy, and Comic Wit in Print Ads

Recent meta-analytical findings in advertising research contradict the assumption of gender-specific humor evaluations. This article suggests an interaction effect of gender and humor type to resolve the contradiction. An online experiment with 266 respondents examines how gender moderates the influence of different humor types in print ads on advertising effectiveness. The study reveals gender-free as well as gender-specific effects. Both men and women favor comic wit over sentimental comedy and satire. However, male respondents evaluate satire humor more positively than female respondents, whereas women prefer sentimental comedy more than men do. Based on the results, implications for practitioners and researchers are derived.

Ambush-Marketing als Guerilla-Variante des Sponsoring

nachvollziehen, wie und warum Ambush-Marketing entstand. erlautern, was unter Ambush-Marketing zu verstehen ist. verschiedene Formen des Ambush-Marketing voneinanderabgrenzen. legale Formen des Ambush-Marketing zielgerichtet einsetzen.

Bedenken gegenüber Guerilla-Marketing

juristische Aspekte des Ambush-Marketing bewerten. ethische Aspekte des Buzz-Marketing diskutieren. nicht-intendierte Effekte auf das Image vermeiden.

Methoden zur Messung der Effizienz klassischer Maßnahmen

einen uberblick uber Input- und Output-Grosen der Werbeeffizienzmessung geben. Werbewirkung und Werbeerfolg von Marketing-Masnahmen abgrenzen. Methoden zur Messung der Effizienz an Guerilla-Masnahmen anpassen.

Best Practice: From Dortmund with Love

eine Best-Practice-Studie, die aufzeigt, wie der Fusballclub BVB zum Champions- League-Finale 2013 in London mit Guerilla-Aktionen uberrascht.

Der Guerilla-Ansatz

die Problematik der sinkenden Werbeeffizienz nachvollziehen. das Reaktanz-Konzept verstehen. die Notwendigkeit innovativer Marketing-Methoden erkennen.

Die Guerilla-Prinzipien

die Prinzipien des Guerilla-Marketing verstehen. verschiedene Instrumente des Guerilla-Marketing abgrenzen. Guerilla-PR als flankierende Masnahme einsetzen.