Tim Eberhardt

Consumer trust in food retailers: conceptual framework and empirical evidence

Purpose – The rising number of food safety scandals during recent years has led to increased uncertainty about food consumption choices. Additionally, new production process technologies, increased attention toward product ingredients, and obesity concerns have affected general levels of trust in food. Consequently, trust is an ever more decisive factor for success in food industry buyer‐seller relationships and, hence, in the retail food market. Although considerable research has investigated trust in organizations, research in the food retailing industry needs further investigation. The aim of this paper is to identify variables related to consumer trust in food retailers. Only when consumer trust in food retailers is understood can retailers effectively apply corresponding strategies to secure long‐term success.Design/methodology/approach – Based on an established model of trust in organizations, the authors developed a questionnaire to test drivers (ability, benevolence, integrity), outcomes (risk tak...

Consumer confusion in German food retailing: the moderating role of trust

Purpose – Due to the rising number of product, service, and shopping possibilities available to consumers, food shopping has become increasingly more complex. As a result, consumers can become confused, and this state of confusion may influence their purchase behaviour (e.g. may cause them to not buy a product) and the personal needs they have in a shopping environment (e.g. certification to signal product quality, salesperson consultation for assistance in decision making, or governmental regulation). However, trust can reduce complexity, and may thereby moderate the influence of consumer confusion for negative outcomes. The purpose of this paper is to identify outcomes of consumer confusion and to investigate the moderating role of broader-scope trust on the negative outcomes of this confusion. Design/methodology/approach – A conceptual model was developed to study potential negative outcomes of consumer confusion. In order to assess consumer confusion and the degree of negative outcomes, a telephone su...

The Effect of Glucose Consumption on Customers' Price Fairness Perception

Price fairness research has not yet developed a comprehensive explanation of what drives customers’ perception of price fairness. Here, we show that customers perceive product prices as having greater fairness after glucose intake, thus identifying a biological driver of customer price fairness perception. We also show that there is no linear effect of glucose consumption on customers’ price fairness perception, and that glucose intake does not lead to significant differences in the mood states of participants. Our results demonstrate how the integration of neuroscience concepts and theories can provide deeper insights on automatic and unconscious processes, hence making it possible for marketing and consumer researchers to better understand customers’ price fairness perceptions.

Methoden der Preisbildung

Die hohe Wirkungsstarke und die schnelle Wirkungsgeschwindigkeit machen die Preispolitik zu einem zentralen Marketinginstrument im Handel. Um Preise festzulegen, bedienen sich Handelsunternehmen dabei unterschiedlicher Methoden. Der vorliegende Beitrag prasentiert und diskutiert ausfuhrlich die funf wichtigsten Prinzipien der Preisfindung, namlich die Beschaffungsorientierung, die Kostenorientierung, die Konkurrenzorientierung, die Warenorientierung sowie die Kundenorientierung. Die Diskussion der einzelnen Methoden mundet in eine Betrachtung integrierter Methoden, dem Target Pricing und eine Totalmodells der Preisfindung im Handel.

Implizites Preiswissen von Konsumenten - wirklich genauer als ihr explizites Preiswissen?

Prof. Dr. Dr. Helmut Schneider ist Inhaber des SVI-Stiftungslehrstuhls für Marketing und Dialogmarketing, School of Management and Innovation, Steinbeis-Hochschule Berlin, Gürtelstraße 29A/30, 10247 Berlin, Tel.: +49 (0)30 29 33 09251, Fax: +49 (0)30 29 33 09235, E-Mail: h.schneider@ steinbeis-smi.de. Prof. Dr. Peter Kenning ist Inhaber des Lehrstuhls für Marketing, Zeppelin Universität, Am Seemooser Horn 20, 88045 Friedrichshafen, Tel.: +49 (0)7541 6009-1271, Fax: +49 (0)7541 6009-1299, E-Mail: peter.kenning@zeppelin-university.de. Dr. Vivian Hartleb ist Research Fellow an der School of Marketing der Curtin Business School an der Curtin University of Technology in Perth, Australien, und war wissenschaftliche Mitarbeiterin am Lehrstuhl für Distribution und Handel, Marketing Centrum Münster, Westfälische Wilhelms-Universität Münster, GPO BOX U1987, Perth WA 6845, Tel.: +61 (0)8 9266-3744, Fax: +61 (0)8 9266-3937, E-Mail: v.hartleb@curtin.edu.an. Dipl.-Kfm. Tim Eberhardt ist Doktorand am Lehrstuhl für Marketing, Zeppelin Universität, Am Seemooser Horn 20, 88045 Friedrichshafen, Tel.: +49 (0)7541 6009-1273, Fax: +49 (0)7541 6009-1299, E-Mail: tim.eberhardt@zeppelin-university.de. Implizites Preiswissen von Konsumenten – wirklich genauer als ihr explizites Preiswissen?

Where to Search for Price Knowledge? The Influence of Lifestyle on Price Knowledge

Over the last decades of research, behavioral economics as well as consumer psychologists have yielded several fundamental findings relevant for marketing research and practice. While most of these findings were fruitful for many fields of economics, management, and marketing research, this holds true particularly for the field of behavioral pricing. Within this field, price knowledge became one of the most important themes. However, most of the research neglects the view that price knowledge should not depend solely on product-related or psychological factors, but should also take neurobiological factors into account. This neglect is astonishing, given the common understanding that price knowledge is stored in the memory system of the consumer’s brain. Recognizing that this memory system is affected by individual lifestyle components, this study addresses the effect of individual lifestyle components on price knowledge.