Ordinal preference measures have a number of advantages relative to cardinal measures in the estimation of individual level multi-attribute utility functions. This paper: (a) outlines a theoretical foundation for estimating a cardinal scaled utility function from ordinal preference data, in...

Thesis (Ph. D.)--University of Rochester. William E. Simon Graduate School of Business Administration, 2008.

We model the contest among full-service advertising agencies as a score auction. The score auction allows the advertiser to select the agency that offers the best combination of creative quality and media cost, and to determine the contract price. To participate in the contest, each agency needs...

The question as to the optimality of advertising pulsing has attracted many researchers since first posed by Vidale and Wolfe (1957). In this paper we specify a market share model in which there are two advertising setting firms as well as a no purchase state. The framework is one of a first...

Some behavioral researchers occasionally wish to conduct a median split on a continuous variable and use the result in subsequent modeling to facilitate analytic ease and communication clarity. Traditionally, this practice of dichotomization has been criticized for the resulting loss of...

In this rebuttal, we discuss the comments of Rucker, McShane, & Preacher (2015) and McClelland, Lynch, Irwin, Spiller, & Fitzsimons (2015). Both commentaries raise interesting points, and although both teams clearly put a lot of work into their papers, the bottom line is this: our research sets...

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers' attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category....

We study the impact of gender on asset allocation recommendations. Graduate business students and professional wealth managers are randomly assigned a male or female client. Participants recommend an allocation and choose an allocation for themselves. Male students choose a riskier allocation...

A common goal of value elicitation is to determine consumers' reservation prices (i.e., maximum willingness to pay) for goods and services. Because the results of such studies are often used as inputs in decision making, it is important to understand when reservation prices estimated in value...

Recent research has found that search and experience attribute claims are processed differently by consumers, with search attribute claims typically being more believable than experience attribute claims. It is, however, routinely the case that marketers desire to promote a product by making a...