Fields of Research:

Verhaltenswissenschaftliche Marketingforschung

• Technologieakzeptanz von Internet of Things Produkten
• verhaltenswissenschaftliche Entscheidungsmodelle
• Adoption von Innovationen

Publications:

• Adler, J.; Hof, N.; Kowalczuk, P.: Selbstquantifizierung, mobiles Bezahlen und kontinuierliche Nutzung von Smartwatches. In: Kleinaltenkamp, M.; Gabriel, L.; Morgen, J.; Nguyen, M. (Ed.): Marketing und Innovation in disruptiven Zeiten. Springer Gabler , Wiesbaden 2023, p. 53-80. doi:10.1007/978-3-658-38572-9CitationDetails
• Siepmann (geb. Scheiben), Carolin; Holthoff, Lisa Carola; Kowalczuk, Pascal: Conspicuous consumption of luxury experiences - An experimental investigation of status perceptions on social media. In: Journal of Product & Brand Management (2021). doi:10.1108/JPBM-08-2020-3047Full textCitationAbstractDetails

  Purpose

  As luxury goods are losing their importance for demonstrating status, wealth or power to others, individuals are searching for alternative status symbols. Recently, individuals have increasingly used conspicuous consumption and displays of experiences on social media to obtain affirmation. This study aims to analyze the effects of luxury and nonluxury experiences, as well as traditional luxury goods on status- and nonstatus-related dimensions.

  Design/methodology/approach

  After presenting the theoretical foundation, the authors conduct a study with 599 participants to compare status perceptions elicited by the conspicuous consumption of luxury goods, luxury experiences and nonluxury experiences. The authors investigate whether experiences that are visibly consumed on Instagram are replacing traditional luxury goods as the most important status symbols. Furthermore, the authors examine the effects of the content shown on nonstatus-related dimensions and analyze whether status perceptions differ between female and male social media communicators. Finally, the authors analyze how personal characteristics (self-esteem, self-actualization and materialism) influence the status perceptions of others on social media.

  Findings

  The results show that luxury goods are still the most important means of displaying status. However, especially for women, luxury experiences are also associated with a high level of social status. Thus, the results imply important gender differences in the perceptions of status- and nonstatus-related dimensions. Furthermore, the findings indicate that, in particular, the individual characteristics of self-actualization and materialism affect status perceptions depending on the posted content.

  Originality/value

  While the research has already considered some alternative forms of conspicuous consumption, little attention has been given to experiences as status symbols. However, with their growing importance as substitutes for luxury goods and the rise of social media, the desire to conspicuously consume experiences is increasing. The authors address this gap in the literature by focusing on the conspicuous display of luxury and nonluxury experiences on social media.

• Kowalczuk, P.: Consumer Reactions to Disruptive Technologies: Essays on Smart Devices, Augmented Reality, and Social Networks (1). Universität Duisburg-Essen, Duisburg 2021. Full textCitationDetails
• Siepmann (geb. Scheiben), Carolin; Kowalczuk, Pascal: Understanding Continued Smartwatch Usage: The Role of Emotional as well as Health and Fitness Factors. In: Electronic Markets (2021). doi:10.1007/s12525-021-00458-3Full textCitationDetails
• Kowalczuk, Pascal; Siepmann (geb. Scheiben), Carolin; Adler, Jost: Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. In: Journal of Business Research, Vol 124 (2021), p. 357-373. doi:10.1016/j.jbusres.2020.10.050CitationDetails
• Kowalczuk, Pascal: Consumer acceptance of smart speakers: a mixed methods approach. In: Journal of Research in Interactive Marketing, Vol 12 (2018) No 4, p. 418-431. doi:10.1108/JRIM-01-2018-0022CitationDetails
• Adler, Jost; Kowalczuk, Pascal: Diffusion von Innovationen: Empirische Ermittlung der Parameter von unterschiedlichen Varianten des Bass-Modells (Teil 2: Lösung). In: WiSt, Vol 47 (2018) No 10, p. 61-65. doi:10.15358/0340-1650-2018-10-61CitationDetails
• Adler, Jost; Kowalczuk, Pascal: Diffusion von Innovationen: Empirische Ermittlung der Parameter von unterschiedlichen Varianten des Bass-Modells (Teil 1: Aufgabenstellung). In: WiSt, Vol 47 (2018) No 9, p. 59-60. doi:10.15358/0340-1650-2018-9-59CitationDetails
• Adler, Jost; Kowalczuk, Pascal: Abbildung der Diffusion von Innovationen anhand des Bass-Modells: Möglichkeiten der Parameterschätzung. In: WiSt, Vol 47 (2018) No 9, p. 10-17. doi:10.15358/0340-1650-2018-9-10CitationDetails

Conferences:

• 2019   5th International AR & VR Conference (June 12-14), Munich, Germany
• 2019 48th European Marketing Academy (EMAC) Annual Conference (May 28-31), Hamburg, Germany
• 2018 47th European Marketing Academy (EMAC) Annual Conference (May 29-June 1), Glasgow, UK

Talks:

• Kowalczuk, Pascal; Scheiben, Carolin; Adler, Jost: The Interplay of Cognitive, Affective, and Behavioral Consumer Responses to Augmented Reality in e-Commerce: A Comparative Study, 5th International AR & VR Conference (June 12 - 14), 14.06.2019, Munich, Germany. Details
• Scheiben, Carolin; Kowalczuk, Pascal; Adler, Jost: User Acceptance of Mobile Augmented Reality Technologies, 5th International AR & VR Conference (June 12-14), 14.06.2019, Munich, Germany. Details
• Kowalczuk, Pascal; Scheiben, Carolin: Understanding Consumer Responses to Augmented Reality in e-Commerce: A Comparative Study, 48th European Marketing Academy (EMAC) Annual Conference (May 28- May 31), 29.05.2019, Hamburg, Germany. Details
• Scheiben, Carolin; Kowalczuk, Pascal: Development of a Technology Acceptance Model for Mobile Augmented Reality Technologies, 48th European Marketing Academy (EMAC) Annual Conference (May 28-31), 29.05.2019, Hamburg, Germany. Details
• Kowalczuk, Pascal: Factors Influencing Consumers Technology Acceptance of Smart Speakers – a Mixed Methods Approach, 47th European Marketing Academy (EMAC) Annual Conference (May 29-June 1), 01.06.2018, Glasgow, UK. Details

Courses:

Marketing Models and Applications