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Marketing and Consumer Studies (MACS) Research Centre Assembly with Professor Heiner Evanschitzky

Customer Inspiration in Retailing: Measurement Approach and Assessment of its Drivers

Heiner Evanschitzky
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Join us for our Marketing and Consumer Studies Research Centre Assembly with Professor Heiner Evanschitzky.

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Event details

Introducing customers to new ideas lies at the heart of marketing, yet surprisingly little is known about customers’ state of inspiration within a marketing context. This presentation introduces customer inspiration as a customer’s temporary motivational state that facilitates transition from the reception of a marketing-induced idea to the intrinsic pursuit of a consumption-related goal. It briefly reports on the development of a 10-item customer inspiration scale. Further, it reports on a series of studies that assesses the drivers of inspiration in a retail context and the psychological mechanism through which inspiration is created.

About Professor Evanschitzky

Heiner Evanschitzky is Professor and Chair of Marketing at the University of Manchester, Alliance Manchester Business School. Heiner received his PhD and Habilitation from the University of Muenster (Germany). Previously, he worked as Professor of Marketing at Aston University and the University of Strathclyde. He was Visiting Professor at University of St. Gallen (Switzerland), Curtin Business School (Australia), and Florida Atlantic University (USA). His research investigates interesting and relevant problems with an attempt to develop impactful conclusions. The current focus primarily lies on Retail Marketing/Management where he investigates customer inspiration and store atmospherics, digital disruption in retailing, customer participation, relationship marketing, and profit chain models. His work has been published in journals such as Journal of Marketing, Journal of Management, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, International Journal of Research in Marketing, and Journal of Product Innovation Management. Heiner is an editorial board member at Journal of Retailing and Journal of Service Research. He currently serves as Associate Editor for the British Journal of Management.

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