The Paralyzed Customer: an Empirical Investigation of Antecedents and Consequences of Decision Paralysis the Paralyzed Customer: An Empirical Investigation of Antecedents and Consequences of decision Paralysis

This article makes a further contribution to the identification of effects on consumer choice behavior under high product variety. Based on previous research a structural equation model is developed that involves both quantitative and qualitative characteristics of variety. Therefore a novel construct is introduced that refers to the tendency to disengage and evade the choice process by choosing an avoidant option. In order to evaluate consequences of these tendencies toward paralysis, their impact on customer satisfaction is assessed. The model is empirically tested with regard to the German cellular phone market. Implications for business practice and future research are deduced. [url]: http://www.acrwebsite.org/volumes/1006816/eacr/vol9/E-09 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. 417 European Advances in Consumer Research Volume 9, © 2011 the Paralyzed Customer: An Empirical Investigation of Antecedents and Consequences of decision Paralysis Frank Huber Gutenberg, University of Mainz, Germany Sören Köcher, TU Dortmund University, Germany Frederik Meyer, Gutenberg University of Mainz, Germany Johannes Vogel, Gutenberg University of Mainz, Germany ABStRACt This article makes a further contribution to the identification of effects on consumer choice behavior under high product variety. Based on previous research a structural equation model is developed that involves both quantitative and qualitative characteristics of variety. Therefore a novel construct is introduced that refers to the tendency to disengage and evade the choice process by choosing an avoidant option. In order to evaluate consequences of these tendencies toward paralysis, their impact on customer satisfaction is assessed. The model is empirically tested with regard to the German cellular phone market. Implications for business practice and future research are deduced

An Integrative Review of Gamification for Service Research

Gamification has attracted considerable practitioner attention and has become a viable tactic for influencing behavior, boosting innovation, and improving marketing outcomes across industries. Simultaneously, studies on the use of gamification techniques have emerged in diverse fields, including computer science, education, and healthcare. Despite the broad popularity of gamification in other fields, it has received only limited attention in the service literature. Moreover, the findings of extant studies on gamification in the service field are inconclusive and suggest an incomplete understanding of the employment of gamification in service contexts. Thus, this study aims to integrate the growing but scattered cross-disciplinary literature on gamification and to emphasize its relevance to service research. Specifically, we first conceptualize gamification for service and differentiate it from related concepts. Then, using a systematic literature review, we identify 34 empirical articles that reflect this gamification conceptualization and can be connected to relevant service research themes (e.g., customer participation, experience, and loyalty). Employing activity theory, we derive four higher-order functions of gamification: production, consumption, exchange, and distribution. Finally, we develop a research agenda to generate a better understanding of the central aspects within each of the identified gamification functions and stimulate future academic efforts on gamification in services.peerReviewe