We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...

In recent years there has been a growing stream of literature in marketing and economics that models consumers as Bayesian learners. Such learning behavior is often embedded within a discrete choice framework which is then calibrated on scanner panel data. At the same time it is now accepted...

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the retailer. We find statistically significant evidence...

This paper studies the marketing problem of a firm trying to obtain an attractive mix of customers by making customized offers. The firm values the average features of the acquired set of customers, makes decisions with uncertainty about whether and which customers will accept offers, is risk...

Multi-unit ownership and branding are separate decisions and non-consumer audiences can affect both. In this study we distinguish between the branding and chaining decisions of nursing homes, while measuring the effects of litigation and labor unions on these decisions. Chaining (independent of...