Aktuelle Publikationen

Kuhn, Marc / Lowe, Ben / Bertrandias, Laurent / Sadik-Rozsnyai, Orsolya / Hubert, Marco (2018). Consumer Interactions with Automated Technologies. AMS World Marketing Congress, Porto 2018.
In a unique user experience study realized in Germany in 2016, more than 200 test drivers executed  an one hour test drive on a standardized route with a partly automated serial vehicle (Mercedes Benz E-Class models (220d and 300) or a Tesla Model S). Before and afterwards, questionnaires had to be filled out. The questionnaires included questions of attractiveness of innovation (Boyd & Mason, 1999) self-efficacy (Jones, 1986; Meuter, Bitner, Ostrom, & Brown, 2005), standardized dimensions of expectations before driving and perceptions afterwards. Furthermore, well-being, adoption intention, affect as well as cognition and several other areas has been asked for (Kulviwat, et al., 2007; Hong, Hwang, Ting, Tai, & Lee, 2013).

Selinka, Sarah / Kuhn, Marc (2018). Influences Of User Experience On Consumer Perception – A Study On “Autonomous Driving”. Conference Paper. AMS World Marketing Congress, Porto 2018.
Existing studies on autonomous driving examine automated driving functions based on theoretical consumer ideas or, in few cases, referring on driving simulations. However, we find a lack in research on how consumers perceive and evaluate automated driving innovation technology in real driving conditions. Focusing on available “Level 2”-series functions, in this paper we concentrate on the effect of driving experience on perception and valuation of the automated driving functionalities. We developed and conducted a user experience study with a pre- and a post-questionnaire, a standardized test-track and 197 test drivers using either Mercedes-Benz E-Class or Tesla Model S. Results indicate that consumers expect much more than already provided by the technology. We found a high influence of driving experience on the consumer perception of automated driving functions.

Österle, Benjamin / Kuhn, Marc / Henseler, Jörg (2018): Brand worlds: Introducing experiential marketing to B2B branding, in: Industrial Marketing Management 72 (2018) 71–98.
Experiential marketing refers to strategies of staging and creating offerings for the purpose of facilitating extraordinary experiences. Branding and experiences are highly intertwined concepts. Instruments of experiential marketing are one of the strongest means of branding in the consumer area. They also exist in B2B marketing practice, for example in the form of brand worlds. So far, they have only received limited attention from the B2B branding perspective. The inherent differences between B2C and B2B raise the question what values the operating companies want to provide their visitors with these instruments in B2B. Building on 14 expert interviews with B2B practitioners managing brand worlds, we identify 12 experiential value sources, clustered in product related, brand related, customer related and process related value sources. They are strongly linked to instrumental dimensions of experiential value sources, aiming at helping visitors in their business activities. This paper contributes by introducing the concepts of experiential marketing and brand worlds to B2B branding. Taking the organizational perspective in the co-creation of experiences, it complements existing literature on experiential marketing in B2B from the customers perspective, and contributes to the understanding of the creation and management of experiences in this area.