Süddeutsche Zeitung reports on research work by Dr. Sören Köcher
Article published in the Süddeutsche Zeitung on current research work by Dr. Sören Köcher from the Research and Teaching Area Marketing
The front page of today's edition of the Süddeutsche Zeitung reported on a study recently published by Sören Köcher and Keith Wilcox (Texas A&M University) in the Journal of Consumer Psychology (VHB ranking: A), entitled "'I Made It Work': How Using a Self-Assembled Product Increases Task Performance".
In a series of experiments, the researchers showed that consumers who assembled products themselves subsequently performed better with them than with comparable ready-made products. For example, if the test subjects had to screw together golf clubs or ballpoint pens before using them, they sank the ball with fewer strokes and found more solutions in a puzzle.