The 44 Liquormart decision, eliminating Rhode Island's ban on liquor price advertising, made Rhode Island the subject of a natural experiment for measuring the effect of advertising on prices. Using Massachusetts prices as controls, we find that advertising stores substantially cut only prices...

This paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand's image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous consumption by rendering brands a signalling device. In a...

This paper compares consumers' brand exploration when shopping online versus in a brick-and-mortar store. I use a new scanner dataset to compare the behavior of households shopping online and in-store at the same chain, for identical items and prices. I find that brand exploration is more...

Film studios occasionally withhold movies from critics before their release. These cold openings provide a natural setting to apply laboratory-developed models of limited strategic thinking to the field. In a set of 1,303 widely released movies, cold opening is correlated with a 10-30 percent...

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, <i>The History of Marketing Science</i> is a timely review of the...

The present research will introduce a new methodology of analyzing advertising’s impact on GDP. By juxtaposing the discrepancies in the GDP measurement with the advertising expenditures in the US, the paper will show that there is a significant relationship between GDP’s growth and adspend....

The following sections are included:IntroductionBirthDeathResurrection?AcknowledgmentsReferences

The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences

The following sections are included:IntroductionThe evolution of innovation diffusion researchWhat is next?References

The following sections are included:IntroductionFrameworkHistorical development of the components of CRMAn illustrative history of CRM applicationsSummary and what nextReferences