Search results for: Sebastian Landschulze
article
Review of Managerial Science > 2013 > 7 > 1 > 29-59
Marketing lacks comprehension on the increasingly important segment of mature consumers in regard to their behavior and respective reasons for certain behavior. This study on the desire for alternative products or brands within the domain of fast moving consumer goods was capable of verifying differences among age-groups. While the keenness for cross-buying increases with age, the desire for switching...
article
Review of Managerial Science > 2009 > 3 > 1 > 41-73
Research of the last decades focused on answering several questions in view of optimum stimulation theory. Which variables do influence general explorative tendencies such as risk taking, variety seeking, or curiosity-motivated behaviour and how do the general explorative tendencies effect the willingness to choose new or familiar products on a repurchase occasion? The approach of this research is...
