‘New, mostly data-based business models are increasingly tearing down the boundaries between consumers and businesses, thus engendering new forms of exchange relationships. While these types of complex added-value networks have an ever-growing economic importance, relatively little research has been done on consumers’ behaviour and experiences with these new business models. Research questions include the effects of so-called ‘secondary data use’, which describes the handing over of consumers’ data to by a company to third parties. Does this have a detrimental effect on consumers’ data-sharing behaviour and what psychological processes are driving this behaviour? The influencing factors exacerbating or mitigating this effect could be used to derive policy recommendations for companies, lawmakers and consumer organisations. To exchange ideas with colleages from across disciplines generates important leads and opens up new perspectives with which to tackle my research topic.’
Professor Schumann contributes his expertise on digital value added to Cyber<>Spaces:
- Schumann, J. H., v. Wangenheim, F., & Groene, N. 2014. Targeted Online Advertising: Using Reciprocity Appeals to Increase Acceptance Among Users of Free Web Services. Journal of Marketing, 78(1): 59–75.
- Anderl, E. M., Becker, I., v. Wangenheim, F. & Schumann, J. H. 2016. Mapping the customer journey: Lessons learned from graph-based online attribution modeling. International Journal of Research in Marketing, 33(3): 457–474.
- Hüttel, B., Schumann, J. H., Mende, M., Scott, M., & Wagner, C. (2018): How Consumers Assess Free E-Services: The Role of Benefit-Inflation and Cost-Deflation Effects. Journal of Service Research, 21(3), 267-283
More on Professor Jan Hendrik Schumann’s research