Third Party Product Reviews and Consumer Behaviour

A Dichotomous Measuring via Rasch, Paired Comparison and Graphical Chain Models

  • Wolfgang Ziniel

Table of contents

  1. Front Matter
    Pages I-XXI
  2. Wolfgang Ziniel
    Pages 1-7
  3. Wolfgang Ziniel
    Pages 9-47
  4. Wolfgang Ziniel
    Pages 49-61
  5. Wolfgang Ziniel
    Pages 79-100
  6. Wolfgang Ziniel
    Pages 101-115
  7. Wolfgang Ziniel
    Pages 117-120
  8. Back Matter
    Pages 121-183

About this book


By exploiting the potential of the Internet, independent product reviews can reach more consumers than ever before. The numerous publications of product reviews in the mass media (e.g., magazines, news services on the Internet) and on Web 2.0 are received with rising resonance that is not restricted to products of broad interest only. Apart from purely descriptive approaches, however, no systematic studies which examine the possible impacts of these tests on consumer behaviour have been presented so far. Wolfgang Ziniel combines both a theoretical and an experimental approach when investigating the relevance of product tests for product choice, product quality, value, and purchase intention from the consumers’ point of view. Concerning the dichotomous measurement approach graphical chain models, Rasch- and paired comparison conjoint-models are applied.


This thesis has been granted the Stephan Koren Award for outstanding scientific achievements.




·         Perceived Quality Research

·         Customer Value

·         Rasch Modelling and Scale Development, Graphical Chain Modelling, Bradley-Terry Model

·         Third-Party Product Tests

·         Product Choice Process

·         Purchase Intentions



Target Groups

·         Academics and researchers in the fields of marketing, psychometrics, psychological consumer behaviour research

·         Practitioners in the fields of marketing, sales, product management, online marketing, Web 2.0.




Wolfgang Ziniel completed his doctoral thesis as a research assistant under the supervision of Prof. Reinhold Hatzinger at the Vienna University of Economics and Business. Currently he works in the field of industry and structure analyses and retail research at the Austrian Institute for SME Research in Vienna.


Consumer Behaviour Product Tests Third-Party Product Reviews

Authors and affiliations

  • Wolfgang Ziniel
    • 1
  1. 1., Institut für AbsatzwirtschaftWirtschaftsuniversität WienWienAustria

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden 2013
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-3632-5
  • Online ISBN 978-3-8349-3633-2
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods