Browsing BI Open by Author "Pawar, Sanchit"
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Analyzing motivating functions of consumer behavior: Evidence from attention and neural responses to choices and consumption
Pawar, Sanchit; Fagerstrøm, Asle; Sigurdsson, Valdimar; Arntzen, Erik (Peer reviewed; Journal article, 2023)Academia and business have shown an increased interest in using neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to assess consumer motivation. The current research contributes to this ... -
The relative impact of QR codes on omnichannel customer experience and purchase intention
Kjeldsen, Kimberley; Nodeland, Margrete; Fagerstrøm, Asle; Pawar, Sanchit (Peer reviewed; Journal article, 2023)This study explores the relative impact of quick response (QR) codes in an omnichannel customer situation. A conjoint experiment was conducted where participants (n=53) assigned scores to stimuli cards according to experience ... -
The marketing firm and co‐creation: An empirical study of marketer and customer's co‐creation process
Fagerstrøm, Asle; Bendheim, Liv Marie; Sigurdsson, Valdimar; Pawar, Sanchit; Foxall, Gordon R. (Journal article; Peer reviewed, 2019)This study empirically investigates the marketer and customer's co‐creation process within the context of the marketing firm. Based on principles from bilateral contingencies, findings from a conjoint study (n = 98) indicate ... -
The marketing firm and co‐creation: The case of co‐creation by LEGO
Fagerstrøm, Asle; Bendheim, Liv Marie; Sigurdsson, Valdimar; Foxall, Gordon R.; Pawar, Sanchit (Journal article; Peer reviewed, 2019)This article discusses the marketer and customer co‐creation process within the context of bilateral contingencies. Bilateral contingencies occur when the marketers' behavior is reinforced (and/or punished) by the customers' ...