How do consumers decide how many units to buy? Whereas prior research on individual consumers' purchases has focused primarily on purchase incidence and brand choice, the authors focus on the psychological process behind the purchase quantity decision. The authors propose that a simple anchoring...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

While recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual’s decision to contribute these opinions. In this research, we empirically model the individual’s decision to provide a product...

We investigate the drivers of social media rebroadcasting behavior by jointly examining the effects of message content, user heterogeneity (both observed and unobserved), the fit between message content and individual users, and the influence of prior rebroadcasting activity. We focus on the...

Understanding how customers' service portfolios evolve over the course of their relationship can provide multi-service firms, such as telecommunication and financial service providers, with useful guidance for managerial issues such as customer valuation and targeting. Complicating matters,...

Latent attrition models serve as the foundation for customer base analyses in transactional settings. Despite their intuitive appeal, limited research has been conducted to generalize these “buy till you die” models to multivariate contexts to examine the nature of attrition when a firm...

Customer base analysis is a key element in customer valuation and can provide guidance for decisions such as resource allocation. Yet, extant models often focus on a single activity, such as purchases from a retailer or donations to a non-profit organization. These models do not consider other...

Customer retention and customer churn are key metrics of interest to marketers, but little attention has been placed on linking the different reasons for which customers churn to their value to a contractual service provider. In this article, we put forth a hierarchical competing risk model to...

Dynamic customer targeting is a common task for marketers actively managing customer relationships. Such efforts can be guided by insight into the return on investment from marketing interventions, which can be derived as the increase in the present value of a customer's expected future...