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  • 1
    Online Resource
    Online Resource
    Mobile ad fraud: Empirical patterns in publisher and advertising campaign data
    Elsevier BV ; 2023
    In:  International Journal of Research in Marketing ( 2023-9)
    Details
    In: International Journal of Research in Marketing, Elsevier BV, ( 2023-9)
    Type of Medium: Online Resource
    ISSN: 0167-8116
    URL: Article
    DOI: 10.1016/j.ijresmar.2023.09.003
    Language: English
    Publisher: Elsevier BV
    Publication Date: 2023
    detail.hit.zdb_id: 2014002-2
    detail.hit.zdb_id: 622691-7
    SSG: 3,2
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  • 2
    Online Resource
    Online Resource
    Is the Money Spent on Ad Platforms Worth It? The Role of Advertising Spillover in a Large-Scale Randomized Field Experiment
    Elsevier BV ; 2023
    In:  SSRN Electronic Journal
    Details
    In: SSRN Electronic Journal, Elsevier BV
    Type of Medium: Online Resource
    ISSN: 1556-5068
    URL: Article
    DOI: 10.2139/ssrn.4482611
    Language: English
    Publisher: Elsevier BV
    Publication Date: 2023
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  • 3
    Online Resource
    Online Resource
    Investigating Effects of Out-of-Stock on Consumer Stockkeeping Unit Choice
    SAGE Publications ; 2012
    In:  Journal of Marketing Research Vol. 49, No. 4 ( 2012-08), p. 502-513
    Details
    In: Journal of Marketing Research, SAGE Publications, Vol. 49, No. 4 ( 2012-08), p. 502-513
    Abstract: Out-of-stock (OOS) is commonly observed in the retail environment with consumer packaged goods, but there have been few empirical studies of the effects of OOS on consumer product choice, because there is a lack of OOS information during households' purchase occasions. The authors study the effects of OOS on consumer stockkeeping unit (SKU) preference and price sensitivity, using a unique data set from multiple consumer packaged goods categories with information on recurring OOS incidents. They obtain several substantive findings: (1) Consumers' price sensitivity tends to be underestimated when OOS is not accounted for in a discrete choice model; (2) for consumers who have shorter interpurchase time, their preference for a SKU is attenuated when it is frequently OOS; and (3) for consumers who purchase from a small number of SKUs, their preference for a SKU is reinforced when facing OOS of other similar SKUs, whereas it is attenuated when facing OOS of other similar and also frequently purchased SKUs. The authors also illustrate that their findings can help retailers evaluate the effect of OOS on category revenue and predict time-varying market shares of SKUs in periods following OOS incidents.
    Type of Medium: Online Resource
    ISSN: 0022-2437 , 1547-7193
    URL: Article
    DOI: 10.1509/jmr.09.0528
    RVK:
    QA 10000
    Language: English
    Publisher: SAGE Publications
    Publication Date: 2012
    detail.hit.zdb_id: 2066604-4
    detail.hit.zdb_id: 218319-5
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  • 4
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    Online Resource
    The Impact of Sampling and Network Topology on the Estimation of Social Intercorrelations
    SAGE Publications ; 2013
    In:  Journal of Marketing Research Vol. 50, No. 1 ( 2013-02), p. 95-110
    Details
    In: Journal of Marketing Research, SAGE Publications, Vol. 50, No. 1 ( 2013-02), p. 95-110
    Abstract: With the growing popularity of online social networks, it is becoming more important for marketing researchers to understand and measure social intercorrelations among consumers. The authors show that the estimation of consumers' social intercorrelations can be significantly affected by the sampling method used in the study and the topology of the social network. Through a series of simulation studies using a spatial model, the authors find that the magnitude of social intercorrelations in consumer networks tends to be underestimated if samples of the networks are used (rather than using the entire population of the network). The authors further demonstrate that sampling methods that better preserve the network structure perform best in recovering the social intercorrelations. However, this advantage decreases in networks characterized by the scale-free power-law distribution for the number of connections of each member. The authors discuss the insights they glean from these findings and propose a method to obtain unbiased estimation of the magnitude of social intercorrelations.
    Type of Medium: Online Resource
    ISSN: 0022-2437 , 1547-7193
    URL: Article
    DOI: 10.1509/jmr.12.0026
    RVK:
    QA 10000
    Language: English
    Publisher: SAGE Publications
    Publication Date: 2013
    detail.hit.zdb_id: 2066604-4
    detail.hit.zdb_id: 218319-5
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  • 5
    Online Resource
    Online Resource
    Does Concealing Gender Identity Help Women Win the Competition? An Empirical Investigation into Online Video Games
    Institute for Operations Research and the Management Sciences (INFORMS) ; 2023
    In:  Marketing Science Vol. 42, No. 3 ( 2023-05), p. 551-568
    Details
    In: Marketing Science, Institute for Operations Research and the Management Sciences (INFORMS), Vol. 42, No. 3 ( 2023-05), p. 551-568
    Abstract: Signs of the gender gap are ubiquitous in society. Psychological theory suggests that, when gender stereotypes are associated with competition, men exert greater effort against women (dominance effect) and women exert less effort against men (submissive effect), which implies that women are at a disadvantage when competing against men. Although multiple factors contribute to the gender gap, attempts to identify these factors are hampered because gender, as a personal trait, is difficult to manipulate. Herein, the authors investigate submissive and dominance effects in the context of an online video game. They exploit a unique feature of the data: players have two-dimensional gender identities, one birth and one virtual. The results provide support for the dominance but not the submissive effect: when men perceive their opponent as female, they exert increased effort in competition, but women seem unaffected by their opponent’s gender, which leads to poorer performance for women when competing against men unless women conceal their gender. The findings provide important insights for how firms and regulators can help maintain gender equality in online environments. This paper also provides an example of how to assess social disparity with observational data by using a unique feature of the digital world. History: K. Sudhir served as the senior editor and Tat Chan served as associate editor for this article. Funding: X. Zeng acknowledges support by the Peking University HSBC Business School. C. Zhang acknowledges support by the National Natural Science Foundation of China [Grants 91846302, 71871065, and 71832002]. Supplemental Material: The online appendix and data are available at https://doi.org/10.1287/mksc.2022.1393 .
    Type of Medium: Online Resource
    ISSN: 0732-2399 , 1526-548X
    URL: Article
    DOI: 10.1287/mksc.2022.1393
    Language: English
    Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
    Publication Date: 2023
    detail.hit.zdb_id: 2023536-7
    detail.hit.zdb_id: 883054-X
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  • 6
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    Online Resource
    Can Trade-Ins Hurt You? Exploring the Effect of a Trade-In on Consumers' Willingness to Pay for a New Product
    SAGE Publications ; 2008
    In:  Journal of Marketing Research Vol. 45, No. 2 ( 2008-04), p. 159-170
    Details
    In: Journal of Marketing Research, SAGE Publications, Vol. 45, No. 2 ( 2008-04), p. 159-170
    Abstract: When consumers decide to upgrade to a new or better product, they often trade in their currently owned or used product for the new one. The authors examine whether such trade-in behavior, in which consumers must negotiate the price for both the new and the used product, affects their willingness-to-pay price for the new good. Drawing on research on mental accounting, the authors reason that when consumers engage in a transaction involving a trade-in (i.e., when they act as both buyer and seller simultaneously), they place more importance on getting a good value for the used product than on getting a good price for the new product. As a result, such consumers exhibit a higher willingness-to-pay price for the new product than consumers who just buy the new product alone. The results from a series of laboratory experiments provide systematic support for this hypothesis. Finally, the authors lend external validity to their results by confirming the hypothesis using real-world transaction data from the automobile market.
    Type of Medium: Online Resource
    ISSN: 0022-2437 , 1547-7193
    URL: Article
    DOI: 10.1509/jmkr.45.2.159
    RVK:
    QA 10000
    Language: English
    Publisher: SAGE Publications
    Publication Date: 2008
    detail.hit.zdb_id: 2066604-4
    detail.hit.zdb_id: 218319-5
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  • 7
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    Online Resource
    Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases
    SAGE Publications ; 2010
    In:  Journal of Marketing Research Vol. 47, No. 6 ( 2010-12), p. 1114-1128
    Details
    In: Journal of Marketing Research, SAGE Publications, Vol. 47, No. 6 ( 2010-12), p. 1114-1128
    Abstract: This article examines the effects of sequential movie releases on the dilution and enhancement of celebrity brands. The authors use favorability ratings collected over a 12-year period (1993–2005) to capture movement in the brand equity of a panel of actors. They use a dynamic panel data model to investigate how changes of brand equity are associated with the sequence of movies featuring these actors, after controlling for the possible influence from the stars’ off-camera activities. The authors also examine the underlying factors that influence the magnitude and longevity of such effects. In contrast with findings from existing research in product branding, the authors find evidence that supports the general existence of dilution and enhancement effects on the equity of a celebrity brand through his or her movie appearances. They also find that star favorability erodes substantially over time. Finally, this research offers insights for actors regarding how to make movie selections strategically to maximize their brand equity.
    Type of Medium: Online Resource
    ISSN: 0022-2437 , 1547-7193
    URL: Article
    DOI: 10.1509/jmkr.47.6.1114
    RVK:
    QA 10000
    Language: English
    Publisher: SAGE Publications
    Publication Date: 2010
    detail.hit.zdb_id: 2066604-4
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  • 8
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    Online Resource
    Informing, Transforming, and Persuading: Disentangling the Multiple Effects of Advertising on Brand Choice Decisions
    Institute for Operations Research and the Management Sciences (INFORMS) ; 2008
    In:  Marketing Science Vol. 27, No. 3 ( 2008-05), p. 334-355
    Details
    In: Marketing Science, Institute for Operations Research and the Management Sciences (INFORMS), Vol. 27, No. 3 ( 2008-05), p. 334-355
    Abstract: Prior behavioral research has suggested that advertising can influence a consumer's quality evaluation through informative and transformative effects. The informative effect acts directly to inform a consumer of product attributes and hence shapes her evaluations of brand quality. The transformative effect affects the consumer's evaluation of brand quality by enhancing her assessment of her subsequent consumption experience. In addition, advertising may influence a consumer's utility directly, even without providing any explicit information—this is the persuasive effect. In this paper, we propose a framework that formally models the processes through which all three effects of advertisements impact consumers' brand evaluations and their subsequent brand choice decisions. In particular, we model source credibility, confirmatory bias, and bounded rationality on the part of consumers, by appropriately modifying the standard Bayesian learning approach. Our model conforms closely to prior behavioral literature and the experimental findings therein. In our empirical analysis, we get significant estimates of both informative and transformative effects across brands. We find interesting temporal patterns across the effects; for instance, the importance of transformative effects seem to grow over time, while that of informative effects diminishes. Finally, we conduct policy experiments to examine the impact of increased ad intensity on advertising effects, as well as the role played by consumption ambiguity.
    Type of Medium: Online Resource
    ISSN: 0732-2399 , 1526-548X
    URL: Article
    DOI: 10.1287/mksc.1070.0310
    Language: English
    Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
    Publication Date: 2008
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  • 9
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    Online Resource
    Does Online Community Participation Foster Risky Financial Behavior?
    SAGE Publications ; 2012
    In:  Journal of Marketing Research Vol. 49, No. 3 ( 2012-06), p. 394-407
    Details
    In: Journal of Marketing Research, SAGE Publications, Vol. 49, No. 3 ( 2012-06), p. 394-407
    Abstract: Although consumers increasingly use online communities for various activities, little is known about how participation in them affects people's decision-making strategies. Through a series of field and laboratory studies, the authors demonstrate that participation in an online community increases people's risk-seeking tendencies in their financial decisions and behaviors. The results reveal that participation in an online community leads consumers to believe that they will receive help or support from other members should difficulties arise. Such a perception leads online community participants to make riskier financial decisions than nonparticipants. The authors also discover a boundary condition to the effect: Online community members are more risk seeking only when they have relatively strong ties with other members; when ties are weak, they exhibit similar risk preferences as nonmembers.
    Type of Medium: Online Resource
    ISSN: 0022-2437 , 1547-7193
    URL: Article
    DOI: 10.1509/jmr.08.0499
    RVK:
    QA 10000
    Language: English
    Publisher: SAGE Publications
    Publication Date: 2012
    detail.hit.zdb_id: 2066604-4
    detail.hit.zdb_id: 218319-5
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  • 10
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    Online Resource
    Learning from a Service Guarantee Quasi Experiment
    SAGE Publications ; 2009
    In:  Journal of Marketing Research Vol. 46, No. 5 ( 2009-10), p. 584-596
    Details
    In: Journal of Marketing Research, SAGE Publications, Vol. 46, No. 5 ( 2009-10), p. 584-596
    Abstract: The authors analyze data from a service guarantee program implemented by a midpriced hotel chain. Using a multisite regression discontinuity quasi-experimental design developed over 16 months, they control for unobserved heterogeneity among guests and treatments across hotels and develop Bayesian posterior estimates of the varying program effect for each hotel. The results contribute to theory and practice. First, they provide new insights into how service guarantee programs operate in the field. Specifically, the guarantee was more effective at hotels with a better prior service history and an easier-to-serve guest population, which is consistent with signaling arguments but does not comport with the incentive argument that guarantees actually improve service quality. Second, the results offer managers better decision rules. Specifically, the authors devise program continuation rules that are sensitive to both observed and unobserved differences across sites. In addition, they devise policies to reward hotels that exceed site-specific expectations. By controlling for observed and unobserved differences across sites, the authors show that these policies potentially reward even hotels with negative net program effects, which is useful in reducing the organizational stigma of failure. Finally, the authors identify sites that should be targeted for future program rollout by computing the odds of succeeding.
    Type of Medium: Online Resource
    ISSN: 0022-2437 , 1547-7193
    URL: Article
    DOI: 10.1509/jmkr.46.5.584
    RVK:
    QA 10000
    Language: English
    Publisher: SAGE Publications
    Publication Date: 2009
    detail.hit.zdb_id: 2066604-4
    detail.hit.zdb_id: 218319-5
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