MAR Publication in the Journal of Service Management
In collaboration with colleagues from the Institut für Customer Insight of the University of St.Gallen Professor Daniel Wentzel and Annika Wiecek authored the article ““Supersize Me!” The Effects of Cognitive Effort and Goal Frame on the Persuasiveness of Upsell Offers”, which has now been accepted for publication in the Journal of Service Management.
The authors used a mixed-methods-design. First, a qualitative study explored how service providers apply upsell-offers towards customers. The hypotheses derived from that were tested afterwards, enabling the authors to demonstrate that cognitive effort invested in the initial purchasing decision as well as the framing of the upsell-offer have a significant impact on its efficiency.