@article{TopolinskiZuernSchneider2015,
  author    = {Topolinski, Sascha and Z{\"u}rn, Michael and Schneider, Iris K.},
  title     = {What's in and what's out in branding? A novel articulation effect for brand names},
  series = {Frontiers in Psychology},
  volume    = {6},
  journal   = {Frontiers in Psychology},
  number    = {585},
  doi       = {10.3389/fpsyg.2015.00585},
  url       = {http://nbn-resolving.de/urn:nbn:de:bvb:20-opus-143036},
  year      = {2015},
  abstract  = {The present approach exploits the biomechanical connection between articulation and ingestion-related mouth movements to introduce a novel psychological principle of brand name design. We constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA), or from the rear to the front, thus outwards (e.g., KODIBA). These muscle dynamics resemble the oral kinematics during either ingestion (inwards), which feels positive, or expectoration (outwards), which feels negative. In 7 experiments (total N = 1261), participants liked products with inward names more than products with outward names (Experiment 1), reported higher purchase intentions (Experiment 2), and higher willingness-to-pay (Experiments 3a-3c, 4, 5), with the price gain amounting to 4-13\% of the average estimated product value. These effects occurred across English and German language, under silent reading, for both edible and non-edible products, and even in the presence of a much stronger price determinant, namely fair-trade production (Experiment 5).},
  language  = {en}
}
@phdthesis{Zuern2015,
  author    = {Z{\"u}rn, Michael},
  title     = {The Dual Nature of Utility - Categorical and Comparative Evaluations in Economic Decisions},
  url       = {http://nbn-resolving.de/urn:nbn:de:bvb:20-opus-120141},
  school      = {Universit{\"a}t W{\"u}rzburg},
  year      = {2015},
  abstract  = {Utility is perhaps the most central concept in modern economic theorizing. However, the behaviorist reduction to Revealed Preference not only removed the psychological content of utility but experimental investigations also exposed numerous anomalies in this theory. This program of research focused on the psychological processes by which utility judgments are generated. For this purpose, the standard assumption of a homogeneous concept is substituted by the Utilitarian Duality Hypothesis. In particular, judgments concerning categorical utility (uCat) infer an object's category based on its attributes which may subsequently allow the transfer of evaluative information like feelings or attitudes. In contrast, comparative utility (uCom) depends on the distance to a reference value on a specific dimension of comparison. Importantly, dimensions of comparison are manifold and context dependent. In a series of experiments, we show that the resulting Dual Utility Model is able to explain several known anomalies in a parsimonious fashion. Moreover, we identify central factors determining the relative weight assigned to both utility components. Finally, we discuss the implications of the Utilitarian Duality for both, the experimental practice in economics as well as the consequences for economic theorizing. In sum, we propose that the Dual Utility Model can serve as an integrative framework for both the rational model and its anomalies.},
  subject      = {Nutzen},
  language  = {en}
}