Marko Sarstedt What Are the Long term Effects of Ambient Scents in Sensory Rich Environments?

Marko Sarstedt is Chaired Professor of Marketing at Otto von Guericke University Magdeburg where he won the 2018 Research Award. He is also an Adjunct Professor at Babeș-Bolyai University, Cluj. Sarstedt has previously worked at the University of Newcastle (Australia) and Ludwig Maximilian University of Munich. His research focuses on consumer behavior and on the improvement of marketing decision making. The winner of five Emerald Citations of Excellence and two AMS William R. Darden awards, in 2020, Sarstedt was judged the second most influential business researcher in Germany, Austria and Switzerland (F.A.Z.-Ökonomenranking).

Area of Research

Marketing, Structural Equation Modeling, Partial Least Squares, Context Effects

Marcel Lichters, Claudia Brunnlieb, Gideon Nave, Marko Sarstedt and Bodo Vogt. "The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect." Journal of Marketing Research 53 (2016): 183-198. doi:10.1509/jmr.14.0482.  

since 2018

Adjunct Professor

Babeș-Bolyai-University Cluj

since 2012

Professor of Marketing

Otto-von-Guericke University Magdeburg (Otto-von-Guericke-Universität Magdeburg) (more details)

Fakultät für Wirtschaftswissenschaft

2011-2018

Conjoint Professor

University of Newcastle

2010-2012

Associate Professor for Quantitative Methods in Marketing & Management

Ludwig Maximilian University Munich (Ludwig-Maximilians-Universität München)

Department of Economics

2009-2009

Visiting Professor

University of Technology Sydney

2008-2008

Visiting Professor

Villanova University

Villanova School of Business

2008-2010

Assistant Professor

Ludwig Maximilian University Munich (Ludwig-Maximilians-Universität München)

Institute for Market-based Management

2006-2007

Master of Business Research

Ludwig Maximilian University Munich (Ludwig-Maximilians-Universität München)

2003-2005

Diploma

Ludwig Maximilian University Munich (Ludwig-Maximilians-Universität München)

Prizes

- Best textbook award, Verband der Hochschullehrer für Betriebswirtschaft for Advanced Issues in Partial Least Squares Structural Equation Modeling (2019)

- Emerald Citations of Excellence Award 2017 for the Article “Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research,” Published in European Business Review

- Emerald Citations of Excellence Award 2017 for the Article “A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling” Published in Journal of the Academy of Marketing Science

- Emerald Citations of Excellence Award 2017 for the Article “Common Beliefs and Reality About PLS: Comments on Rönkkö and Evermann (2013),” Published in Organizational Research Methods

- Taylor & Francis Citation Award for the Article “PLS-SEM. Indeed a Silver Bullet,” Published in Journal of Marketing Theory & Practice

- Outstanding Paper Award 2014 for the Article “Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research,” Published in European Business Review

- Best Paper Award in the Advancing Research Methods Track at the 2010 Global Marketing Conference, Tokyo, Japan

- William R. Darden Award at the 2009 Annual Conference of the Academy of Marketing Science, Baltimore, USA

- Dissertation Award of the Munich School of Management

- Best Paper Award in the Integrated Marketing Communications Track at the 2008 Global Marketing Conference, Shanghai, China

- Acquisition of Industry Funds through the Corporate Reputation Monitor, a Corporate Branding Instrument Used by Several Major DAX Companies (e.g., Allianz, BMW Group, Deutsche Telekom)

- Cooperation with YouGov Panel Germany for Database Access

- Grant from the German Academic Exhange Service for a Research Say at the University of Technology Sydney, Australia

- Grant from the German Academic Exhange Service for Presenting a Special Session at the 2011 Annual Conference of the Academy of Marketing, Coral Gables, USA

- Three-Year Research Project with Volkswagen AG

- Research Co-operations with Local SMEs (SWM, MDWI)

© Otto von Guericke Universität Magdeburg

Otto-von-Guericke University Magdeburg (Otto-von-Guericke-Universität Magdeburg)

Magdeburg, Germany

Founded in 1993, the Otto von Guericke University Magdeburg is one of the youngest universities in Germany. As a catalyst and driver of innovation, both in the region and well beyond, the Otto von Guericke University Magdeburg pursues innovative strategies for reinforcing the transfer of technology and knowledge in regional and international enterprises. The university’s main focus of expertise is in the traditional areas of engineering, the natural sciences and medicine. It also views economics and management and the social sciences and humanities as essential disciplines for a modern university in the information age. The key areas of research transfer are automotive, digital engineering, medical technology, and renewable energies. (more)

Research Group

Consumer Research Group

The Consumer Research group (CoRe) at the Otto von Guericke University Magdeburg seeks to generate insights about different consumer groups, their preferences, and the mechanisms that trigger certain behaviors. Numerous examples from management practice such as Apple, Google, and Uber show that consumer-centric management is the key to company success. However, successfully managing consumer relationships requires developing a thorough understanding of their varying needs and wants. Specifically, marketers now recognize that consumer behavior is a dynamic process, which goes well beyond what happens at the point-of-sale. The analysis of consumer behavior covers the entire consumption process and requires a holistic multi-method approach. Following this concept, researchers at CoRe conduct and disseminate rigorous research in the fields of choice anomalies, the physiology of consumer behavior, and research methodology. Regular publications in internationally renowned scientific journals are proof of the outstanding research work conducted at CoRe. Several of these publications are among the most frequently cited articles in the social sciences. (more)

Map

In this video, MARKO SARSTEDT analyzes the long-term effects of ambient scents in sensory rich environments. Having identified an ideal industry partner in the German railway corporation, die Deutsche Bahn, the research team deployed a specially created scent in train compartments over a 4 month period. Regular commuters were surveyed about their perceptions of service though 9 study waves. As expected, assessments of the service improved with the introduction of the scent but researchers were surprised to find that there was no drop off in perceived service quality over the duration of the study, even when the scent was no longer in use. As Sarstedt explains, though further research is needed to assess their impact over even longer periods, ambient scents can provide a highly effective and economical way for companies to improve their customers’ experiences.

LT Video Publication DOI: https://doi.org/10.21036/LTPUB10930

Short-and Long-Term Effects of Nonconsciously Processed Ambient Scents in a Servicescape: Findings from Two Field Experiments

  • Anna Girard, Marcel Lichters, Marko Sarstedt and Dipayan Biswas
  • Journal of Service Research
  • Published in 2019
Anna Girard, Marcel Lichters, Marko Sarstedt and Dipayan Biswas. "Short-and Long-Term Effects of Nonconsciously Processed Ambient Scents in a Servicescape: Findings from Two Field Experiments." Journal of Service Research 22 (2019): 440–455. doi:10.1177/1094670519842333.