Research

Research Fields

  • Context Effects in Consumer Behavior (e.g., Attraction-, Asymmetrical Dominance-, Compromise-, and Phantom-Decoy-Effects)
  • Context Effects in Choice-based Conjoint Analysis
  • Discrete-Choice-Experiments in Health Research
  • External Validity in Consumer-Choice-Experiments
  • Psychological Constructs and Consumer Decision Making (e.g., Cognitive Reflection, Decision-Uncertainty, Lay-Rationalism, Need for Touch, and Self-Regulatory-Focus)

 

Further Interests

  • Incentive Alignment in Conjoint Analysis
  • Consumer Segmentation Methods
  • Sensory Product Research
  • Two-Sided-Advertising
  • Willingness-To-Pay (WTP) Elicitation (e.g., BDM)

 

Books

  • Lichters, M. (2015). Consumer choice in context: A qualitative meta-analysis and six experiments on the context dependency of consumer preferences. Dissertation: Magdeburg

 

Journal Articles (VHB Ranking J.-Qual. 3.0, Impact 2018; by year)

  • Cox, J. C., Kroll, E. B., Lichters, M., Sadiraj, V., & Vogt, B. (2019). The St. Petersburg paradox despite risk-seeking preferences: An experimental study. Business Research, 12(1), 27-44. https://doi.org/10.1007/s40685-018-0078-y (B, pending)

  • Girard, A., Lichters, M., Sarstedt, M., & Biswas, D. (2019). Short- and Long-term Effects of nonconsciously Processed Ambient Scents in a Servicescape: Findings from two Field Experiments. Journal of Service Research, 22(4), 440-455. https://doi.org/10.1177/1094670519842333 (A, 4.1)

  • Lichters, M., Wackershauser, V., Han, S., & Vogt, B. (2019). On the applicability of the BDM mechanism in product evaluation. Journal of Retailing and Consumer Services, 51(6), 1-7. https://doi.org/10.1016/j.jretconser.2019.02.021 (C, 3.6)

  • Lichters, M., Wackershauser, V., Han, S., & Vogt, B. (2019). Dataset and protocols on the applicability of the BDM mechanism in product evaluation. Data in Brief, 104060. https://doi.org/10.1016/j.dib.2019.104060 (-, pending)

  • Lichters, M., Bengart, P., Sarstedt, M., & Vogt, B. (2017). What really matters in attraction effect research: When choices have economic consequences. Marketing Letters28(1), 127-138. https://doi.org/10.1007/s11002-015-9394-6 (B, 1.6)

  • Schuldt, J., Doktor, A., Lichters, M., Vogt, B., Robra, B.-P. (2017). Insurees´ Preferences in Hospital Choice: A Population based Study. Health Policy121(10), 1040-1046. https://doi.org/10.1016/j.healthpol.2017.08.004 (B, 2.1)

  • Lichters, M., Brunnlieb, C., Nave, G., Sarstedt, M., & Vogt, B. (2016). The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect. Journal of Marketing Research, 53(2), 183-198. https://doi.org/10.1509/jmr.14.0482 (A+, 4.2)

  • Lichters, M., Mueller, H., Sarstedt, M., & Vogt, B. (2016). How durable are compromise effects? Journal of Business Research69(10), 4056-4064. https://doi.org/10.1016/j.jbusres.2016.02.039 (B, 4.0)

  • Schuldt, J., Doktor, A., Lichters, M., Vogt, B., Robra, B.-P. (2016). Relevanz von Qualitätsmerkmalen bei der Krankenhauswahl für den Bürger in Sachsen-Anhalt. Das Gesundheitswesen, 78(8-9), A141. https://doi.org/10.1055/s-0036-1586651 (C, 0.8)

  • Eckert, J., Lichters, M., Piedmont, S., Vogt, B., & Robra, B.-P. (2015). Case vignettes based on EQ-5D to elicit stated preferences for health services utilization from the insurees’ perspective. BMC Health Services Research, 15: 481. https://doi.org/10.1186/s12913-015-1143-2 (C, 1.9) 

  • Lichters, M., Sarstedt, M., & Vogt, B. (2015). On the practical relevance of the attraction effect: A cautionary note and guidelines for context effect experiments. Academy of Marketing Science-Review, 5(1-2), 1-19. https://doi.org/10.1007/s13162-015-0066-8 (B, pending) 

  • Eckert, J., Piedmont, S., Lichters, M., Vogt, B., & Robra, B. P. (2014). Determinanten der Inanspruchnahme ärztlicher Leistungen aus Patientensicht anhand von Fallvignetten basierend auf EQ-5D. Das Gesundheitswesen, 76(8-9), A42. https://doi.org/10.1055/s-0034-1386892 (C, 0.8)

  • Felser, G., Lichters, M., Mueller, K., & Willebrandt, C. (2008). The effect of two-sided advertising depends on how grave the second side is. International Journal of Psychology, 43(3-4), 671. https://doi.org/10.1080/00207594.2008.10108486 (-, 1.6)

 

Chapters/peer-reviewed Proceedings (by year)

  • Girard, A., Sarstedt, M., & Lichters, M. (2018). Ambient Scent’s Effects in Sensory Service Marketing: An Abstract. In P. Rossi & N. Krey (Eds.), Developments in Marketing Science. Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) (pp. 583-584). Cham: Springer. https://doi.org/10.1007/978-3-030-02568-7_157 

  • Wackershauser, V., Lichters, M., Sarstedt, M., & Vogt, B. (2018). Attraction and Compromise Effects in Choice-Based Conjoint Analysis: No-Choice Options as a Remedy: An Abstract. In P. Rossi & N. Krey (Eds.), Developments in Marketing Science. Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) (pp. 421-422). Cham: Springer  https://doi.org/10.1007/978-3-030-02568-7_113 

  • Lichters, M., Möslein, R., Sarstedt, M., & Scharf, A. (2018). Comparing Lab, Virtual, and Field Environments in Sensory Product Acceptance Testing: An Abstract. In N. Krey & P. Rossi (Eds.), Developments in Marketing Science. Proceedings of the Academy of Marketing Science. Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference (pp. 143-144). Cham, Switzerland: Springer Nature. https://doi.org/10.1007/978-3-319-66023-3_54 

  • Wackershauser, V., Lichters, M., & Vogt, B. (2018). Predictive Validity in Choice-Based Conjoint Analysis: A Comparison Of Hypothetical and Incentive-Aligned ACBC With Incentive-Aligned CBC. In N. Krey & P. Rossi (Eds.), Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference (pp. 815-816). Cham, Switzerland: Springer Nature. https://doi.org/10.1007/978-3-319-66023-3_254 

 

Conferences (by year)

  • Wackershauser, V., Lichters, M., Sarstedt, M., & Vogt, B. (2019). Decision-Making in CBC Studies: A Matter of Context?. 48th European Marketing Academy (EMAC) Annual Conference, May 2019, Hamburg.
  • Girard, A., Sarstedt, M., & Lichters, M. (2018). Ambient scent’s effects in Sensory Service Marketing. 11th International Conference on Marketing - From Information to Decision, October 2018, Cluj-Napoca, Romania.
  • Girard, A., Sarstedt, M., & Lichters, M. (2018). Ambient scent’s effects in Sensory Service Marketing. 2018 AMS World Marketing Congress, June 2018, Porto, Portugal.
  • Girard, A., Sarstedt, M., Lichters, M., & Biswas, D. (2018). Are you on the right scent? Field studies on ambient scent’s effect in a servicescape. 22th Fachtagung der Gesellschaft für angewandte Wirtschaftspsychologie (GWPs), March 2018, Wernigerode.
  • Wackershauser, V., Lichters, M., Sarstedt, M., & Vogt, B. (2018). Attraction and Compromise Effects in Choice-based Conjoint Analysis: No-Choice Options as a Remedy. 22th Fachtagung der Gesellschaft für angewandte Wirtschaftspsychologie (GWPs), March 2018, Wernigerode.
  • Wackershauser, V., Lichters, M., Sarstedt, M., & Vogt, B. (2018). Attraction and Compromise Effects in Choice-based Conjoint Analysis: No-Choice Options as a Remedy. 2018 AMS World Marketing Congress, June 2018, Porto, Portugal.
  • Wackershauser, V., Lichters, M., Sarstedt, M., & Vogt, B. (2018). Evaluating the Influence of Attraction and Compromise Effects in Choice-based Conjoint Analysis. VHB-Pfingsttagung 2018, May 2018, Magdeburg.
  • Lichters, M., Kühn, F., Krey, N. (2017). The Touchy Issue of Produce in Online Retailing: The Impact of Need for Touch. 55th Annual Conference of the Society for Marketing Advances (SMA): Retail & Distribution Symposium, November 2017, Louisville, USA.
  • Lichters, M., Moeslein, R., Sarstedt, M., Scharf, A. (2017). Comparing Lab, Virtual, and Field environments in sensory product acceptance testing. 45th Annual Conference of the Academy of Marketing Science (AMS), May 2017, Coronado Island, USA.
  • Lichters, M., Moeslein, R., Sarstedt, M., Scharf, A. (2017). Comparing Lab, Virtual, and Field environments in sensory product acceptance testing. 47. Jahrestagung der Wissenschaftlichen Kommission Marketing (VHB), January 2017, Koeln.
  • Lichters, M., Moeslein, R., Sarstedt, M., Scharf, A., Rost, M. (2017). Context Matters in Segmentation: The Impact of the Test Environment on Product Acceptance Testing. 12th Pangborn Sensory Science Symposium, August 2017, Providence, USA.
  • Lichters, M., Moeslein, R., Sarstedt, M., Scharf, A. (2017). Sensory Product Acceptance Tests in Labs, Simulated Realities, and Field Settings: A Consumer Segmentation Perspetive. Jahrestagung der Gesellschaft für experimentelle Wirtschaftsforschung (GfeW), September 2017, Kassel.
  • Wackershauser, V., Lichters, M., Vogt, B. (2017). Predictive Validity in Choice-based Conjoint Analysis: A Comparison of Hypothetical and Incentive-alligned ACBC with Incentive-alligned CBC. 45th Annual Conference of the Academy of Marketing Science (AMS), May 2017, Coronado Island, USA.
  • Wackershauser, V., Lichters, M., Vogt, B. (2017). Prädiktive Validität in auswahlbasierten Conjoint-Studien. Jahrestagung der Gesellschaft für experimentelle Wirtschaftsforschung (GfeW), September 2017, Kassel.
  • Bengart, P., Lichters, M., Vogt, B. (2016). Kontextabhängige Konsumentenentscheidungen: Der Attraktionseffekt in der Marketingforschung. 50. Kongress der Deutschen Gesellschaft für Psychologie (DGPs), September 2016, Leipzig.
  • Eisenschmidt, A., Greiner, J., Koenig, A., Lichters, M., Lipp, C., & Pfennig, D. (2016). Need For Touch im Online-Lebensmittelhandel. 50. Kongress der Deutschen Gesellschaft für Psychologie (DGPs), September 2016, Leipzig.
  • Glassl, S., Lantz, I., Lichters, M., Moeslein, R., Naehrig, K., Roeseler, L., & Scharf, A. (2016). The use of immersive technologies in consumer testing revised: The role of contextual cues in evaluating cappuccinos in Sensory Labs, Virtual Realities, and the actual Point of Consumption. 7th European Conference on Sensory and Consumer Research (Eurosense 2016), September 2016, Dijon.
  • Lichters, M., Brunnlieb, C., Nave, G., Sarstedt, M., Vogt, B. (2016). Marketing for Consumers with Serotonin Deficiency: The Compromise Effect and Choice Deferral. 50. Kongress der Deutschen Gesellschaft für Psychologie (DGPs), September 2016, Leipzig.
  • Lichters, M. (2015). Mehrwert durch die Berücksichtigung deskriptiver Daten bei der Segmentierung von Akzeptanzdaten. 4. Jahrestagung der Deutschen Gesellschaft für Sensorik (DGSens), Oktober 2015, Dresden
  • Lichters, M., Mueller, H., Sarstedt, M., & Vogt, B. (2014) How Durable are Compromise Effects? New Experimental Evidence of Context-dependent Preferences in Real Purchase Decisions between Durables. Jahrestagung des Vereins für Socialpolitik (VfS), September 2014, Hamburg.
  • Lichters, M., Brunnlieb, C., Nave, G., Sarstedt, M., & Vogt, B. (2014). The influence of serotonin deficiency on choice deferral and the compromise effect. Annual Meeting of the Society of Neuro-Economics, September 2014, Miami, USA
  • Lichters, M., Sarstedt, M., Mueller, H., Brunnlieb, C., Nave, G., & Vogt, B. (2014) Wie robust sind Kompromiss-Effekte? Neue experimentelle Evidenz für kontextabhängige Präferenzen in echten Kaufentscheidungen. 49. Kongress der Deutschen Gesellschaft für Psychologie (DGPs), September 2014, Bochum
  • Lichters, M. (2013). The Compromise Effect and Durables with Relatively High Prices: An Experiment with Real Consequences. Jahrestagung der Gesellschaft für experimentelle Wirtschaftsforschung (GfeW), Oktober 2013, Helmstedt.
  • Lichters, M., Moeslein, R., Scharf, A., & Lutsch, D. V. (2012). How Consumer Need States are Triggered by Sensory Codes and How Producers can Take Advantage of It: A Study on Fruit Juices in Germany and Spain. 5th European Conference on Sensory and Consumer Research (Eurosense), September 2012, Bern.

 

 Reviewer

  • Academy of Marketing Science Conferences (AMS)
  • AMS-Review (Springer)
  • Association for Consumer Research Conferences (ACR)
  • Internet Research (Emerald)
  • Journal of Business Research (Elsevier)
  • Journal of Consumer Behaviour (Whiley)
  • Journal of Family Business Strategy (Elsevier)
  • Journal of Medical Psychology (IOS Press)
  • Marketing Review St. Gallen (Springer)
  • Society for Consumer Psychology Conferences (SCP)
  • Society for Marketing Advances Conferences (SMA)

 


Letzte Änderung: 05.09.2019 - Ansprechpartner: Jun.-Prof. Dr. Marcel Lichters