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Commentary--Reexamining Bayesian Model-Comparison Evidence of Cross-Brand Pass-Through

Duan, Jason A.; McAlister, Leigh; Sinha, Shameek - In: Marketing Science 30 (2011) 3, pp. 550-561

Using the Bayes factor estimated by harmonic mean [Newton, M. A., A. E. Raftery. 1994. Approximate Bayesian inference by the weighted likelihood bootstrap. J. Roy. Statist. Soc. Ser. B. 56(1) 3-48] to compare models with and without cross-brand pass-through, Dubé and Gupta [Dubé, J.-P., S....

Persistent link: https://www.econbiz.de/10009218460

Experimental Evidence on the Negative Effect of Product Features and Sales Promotions on Brand Choice

Simonson, Itamar; Carmon, Ziv; O'Curry, Suzanne - In: Marketing Science 13 (1994) 1, pp. 23-40

negatively impact its utility and cost. That is, the purchase probability of consumers who find the promotion or additional … propose that consumers, who perceive a new feature or promotion as providing little or no value, will be less likely to … feature or promotion may decrease a brand's overall choice probability when the segment of consumers who perceive it as …

Persistent link: https://www.econbiz.de/10008787567

A Two-State Model of Purchase Incidence and Brand Choice

Bucklin, Randolph E.; Lattin, James M. - In: Marketing Science 10 (1991) 1, pp. 24-39

The authors develop and test a probabilistic model of purchase incidence and brand choice for frequently purchased consumer products. The model incorporates two ways of shopping in a category. Shoppers who have planned their purchasing (made a decision before entering the store) do not process...

Persistent link: https://www.econbiz.de/10008787588

Coupons Versus Rebates

Lu, Qiang; Moorthy, Sridhar - In: Marketing Science 26 (2007) 1, pp. 67-82

This paper examines a key difference between two promotional vehicles, coupons and rebates. Whereas coupons offer deals up front, with the purchase of the product, rebates can be redeemed only after purchase. When consumers experience uncertain redemption costs, this difference translates to a...

Persistent link: https://www.econbiz.de/10008787722

A Segment-Level Model of Category Volume and Brand Choice

Dillon, William R.; Gupta, Sunil - In: Marketing Science 15 (1996) 1, pp. 38-59

It is an everyday marketplace occurrence that brands lose and gain share. However, a brand's sales gain or loss can be attributable to very different factors, and thus understanding the sources of sales gain or loss would seem to be an important aspect of a brand manager's job. The primary...

Persistent link: https://www.econbiz.de/10008787730

The Decomposition of Promotional Response: An Empirical Generalization

Bell, David R.; Chiang, Jeongwen; Padmanabhan, V. - In: Marketing Science 18 (1999) 4, pp. 504-526

brand on promotion could be due to consumers accelerating their purchases (i.e., buying earlier than usual and/or buying … relate to the primary demand and secondary demand effects of a promotion. Gupta (1988) captures these effects in a single …, that the main impact of a price promotion is on brand choice (84%), and that there is a smaller impact on purchase …

Persistent link: https://www.econbiz.de/10008787791

Can Bait and Switch Benefit Consumers?

Gerstner, Eitan; Hess, James D. - In: Marketing Science 9 (1990) 2, pp. 114-124

We present a model that leads to an equilibrium with characteristics similar to the following stylized facts observed in retail markets: (a) Retailers advertise only selected brands; (b) Often low priced advertised brands are understocked; (c) In-store promotions are biased towards more expensive...

Persistent link: https://www.econbiz.de/10008787820

A Retailer Promotion Policy Model Considering Promotion Signal Sensitivity

Inman, J. Jeffrey; McAlister, Leigh - In: Marketing Science 12 (1993) 4, pp. 339-356

Recent research suggests that the signal (e.g., sign or marker) with a point of purchase promotion will stimulate a … retailer profitability that incorporates this “promotion signal sensitivity.” In a field test, the profitability of the … promotion policy prescribed by this model is compared to the profitability of two other promotion policy-setting paradigms: a …

Persistent link: https://www.econbiz.de/10008787828

Yes, “Bait and Switch” Really Benefits Consumers

Hess, James D.; Gerstner, Eitan - In: Marketing Science 17 (1998) 3, pp. 283-289

In our 1990 paper we demonstrated that a law prohibiting bait and switch may have the surprising consequence of hurting the consumers it was designed to protect. Wilkie, Mela, and Gundlach (1998) postulate that this may be false if upselling is equally effective when the bait brand is available...

Persistent link: https://www.econbiz.de/10008787832

A Taxonomy of Consumer Purchase Strategies in a Promotion Intensive Environment

Currim, Imran S.; Schneider, Linda G. - In: Marketing Science 10 (1991) 2, pp. 91-110

purchase, how much, and when to purchase in a promotion intensive environment. We infer decision rules at the household level …

Persistent link: https://www.econbiz.de/10008787922