Event overview
IMS Marketing Seminar
Many registered accounts for digital services are underutilized or wholly unused. The efforts and costs required of account holders to use the service often dissuade them from actively using their account. This work proposes that customers’ activity can be improved through their first touchpoint with the service provider. Specifically, this work shows that the hyperlinked button presented at account registration can systematically alter activity after registration. Results of a large-scale randomized field experiment (N = 381,883) and two controlled studies demonstrate that a button framing of “Get started,” versus “Sign up,” facilitates an active relationship with the service that persists post-registration. This happens because “Get started” (vs. “Sign up”) evokes a greater sense of movement with respect to the digital self-service application. Consistent with this account, the effect is more pronounced among individuals who have a natural preference for movement (i.e., high locomotion orientation). Taken together, this work advances research on customers’ relationship with service providers and how this can be improved through the design of websites and registration processes. Moreover, this work advances fundamental knowledge on customers’ motivation, their response to cues of dynamism, and how they are influenced by the framing of messages.
Dr Johannes Hattula is Assistant Professor of Marketing at Imperial College Business School. He studied Business Administration at the University of Mannheim (Germany) and he holds a PhD from the University of St. Gallen (Switzerland).
Johannes' research interests include managerial and consumer behaviour as well as topics in the digital marketing space. His main focus is on cognitive processing such as information and inference processes, preference certainty, preference construction and predictions, on the one hand, and the interplay between technology and decision making, on the other. In his research, he applies an interdisciplinary perspective, drawing primarily from the fields of (social) psychology and information systems. Methodologically, he employs especially experimental approaches and longitudinal methods.
http://www.imperial.ac.uk/people/j.hattula
This seminar is a part of the IMS Marketing Seminar Series.
Dates & times
| Date | Time | Add to calendar |
|---|---|---|
| 16 Jan 2019 | 4:00pm - 6:00pm |
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