In today’s multicultural societies, ethnic targeting is increasingly important for marketing. Two main approaches to target ethnic minorities have emerged: messaging consumers when their ethnic identity is most salient, and featuring spokespeople who have the same heritage as the target. We...

We develop two models to test hypotheses on the specific impact of brand and category characteristics on consumer stock-out responses. Our empirical results show that both characteristics are important determinants. Consumers are more product loyal in hedonic product groups than in utilitarian...

During the past decade, irrational exuberance has turned into a possibly equally irrational pessimism about what the Internet can accomplish. The fear of getting ruined through cannibalization losses has recently deterred many firms from deploying the Internet as a distribution channel. But do...

A commonly applied modeling tool for the analysis of promotional effects on weekly sales data is a linear regression model. Usually, such a model includes 0/1 dummy variables for promotions, where weeks with a promotion get a value of 1. When these variables are included in a model with...

The authors develop a four-dimensional scale to measure members' satisfaction with virtual communities. The dimensions consist of members' satisfaction with member-member interactions, organizer-member interactions, organizer-community interactions, and the community's site. Using a sample of...

This research investigates the specific influence of the emotion of surprise on customer transaction-specific satisfaction. Four empirical studies-two field studies (a diary study and a cross section survey) and two experiments-were conducted. The results show that surprise positively...

We ask various experts, who produce sales forecasts that can differ from earlier received model-based forecasts, what they do and why they do so. A questionnaire with a range of questions was completed by no less than forty-two such experts who are located in twenty different countries. We...

In this paper we propose the use of preferred outcome distributions as a new method to elicit individuals’ value and probability weighting functions in decisions under risk. Extant approaches for the elicitation of these two key ingredients of individuals’ risk attitude typically rely on a...

In the literature, little attention has been paid to instances where companies add an Internet channel to their direct channel portfolio. However, actively managing multiple sales channels requires knowing the customers’ channel preferences and the resulting channel power. Two key components...

In a viral marketing campaign an organization develops a marketing message, and stimulates customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach, and...