Institut für Marktangebote und Konsumentscheidungen

Dauerhafte URI für die Sammlunghttps://irf.fhnw.ch/handle/11654/26120

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  • Vorschaubild
    Publikation
    Psychological Distance in German and English Brand Language of Eight International Brands
    (Zurich University of Applied Sciences ZHAW & University of Zurich at http://ceur-ws.org, 2020) Griesser, Simone; Cieliebak, Mark; Volk, Martin
    Language offers additional insights to sentiment and content. The same content can be described with psychologically close or distant language. According to the Construal-Level Theory (Trope & Liberman, 2010), psychological distance influences decision-making. Seven of the eight examined brands psychologically approach customers with their English brand language but psychologically distance themselves from customers with their German brand language on Twitter. Only one brand shows no psychological distance difference between their English and German brand language on Twitter. Implications on decision-making and brand positioning are discussed.
    04B - Beitrag Konferenzschrift
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    Publikation
    Self-explaining roads: Effects of road design on perception and speed choice
    (08/2022) Schaffner, Dorothea; van Eggermond, Michael; Studer, Nora
    Since speed is a crucial factor contributing to car accidents, one of the greatest potentials for improving road safety lies in reducing driving speed (Aarts and van Schagen, 2006). Conventional measures such as speed limits and law enforcement have their merit but also limitations. A complementary measure to achieve speed reduction is based on the concept of self-explaining roads (SER; Theeuwes & Godthelp, 1995). The concept postulates that road design impacts speed choice based on psychological factors of perception. Previous research has demonstrated the impact of road design on speed choice for a limited number of road design features (e.g. curves, road width). Furthermore, existing research only offers limited insights into the psychological mechanisms driving these effects. Therefore, this experimental study, first, aims to the impact of several novel road features on speed choice. Second, it analyses the underlying psychological mechanisms, explaining the effects of road design on speed choice.
    06 - Präsentation