We examine three sets of established behavioral hypotheses about consumers’ in‐store behavior using field data on grocery store shopping paths and purchases. Our results provide field evidence for the following empirical regularities. First, as consumers spend more time in the store, they...

Many data sets, from different and seemingly unrelated marketing domains, all involve —records of consumers' movements in a spatial configuration. Path data contain valuable information for marketing researchers because they describe how consumers interact with their environment and make...

We examine grocery shopping paths using the traveling salesman problem (TSP) as a normative frame of reference. We define the TSP-path for each shopper as the shortest path that connects all of his purchases. We then decompose the length of each observed path into three components: the length of...

We show that the relationship between consumers' health risk attitudes and behavioral intentions following exposure to health communication messages depends on the match between the type of processes that underlie attitudes and intentions formation. Based on the dual-process literature, we...

Movie studios often have to choose among thousands of scripts to decide which ones to turn into movies. Despite the huge amount of money at stake, this process--known as green-lighting in the movie industry--is largely a guesswork based on experts' experience and intuitions. In this paper, we...