CDSB Alumnus Aleksandar Blečić receives Marketing Foundation Award
CDSB Alumnus Aleksandar Blečić has been honored with the Marketing Foundation Award (sponsored by Dr. Hajo Treutler) for his outstanding dissertation “Valence and consumer behaviour: An empirical investigation of how positive and negative experiences influence perception and evaluation”.
In his dissertation, Aleksandar analyzes how the valence of specific moments within customer experiences, as well as the psychological mechanisms shaping affective expectations, influence overall evaluations of service encounters.
The findings show that both the timing and valence of service incidents, along with perceived control, significantly alter customer evaluations, and that construal level theory does not universally apply across positive and negative affective expectations. Together, these insights deepen understanding of how customers process and evaluate experiences and suggest new directions for research on service design and consumer psychology.
The Marketing Foundation Award is presented each year for outstanding dissertations in the field of Marketing at the University of Mannheim.
Congratulations, Aleksandar Blečić!