Construal level theory (CLT), which has been receiving increasing attention in Consumer Behavior Studies, posits that people' s evaluation toward items and incidents differs by the psychological distance between oneself and the object. When this distance is close, people mentally construe the...

In customer relationship management (CRM), ad hoc rules are often employed to judge whether customers are active in a "non-contractual" setting. For example, a customer is considered to have dropped out if he or she has not made purchase for over three months. However, for customers with a long...

Utilizing data from a log file, a two-stage model for step-ahead web page prediction that permits adaptive page customization in real-time is proposed. The first stage predicts the next page of a viewer based on a variant of a Markov transition matrix computed from page sequences of other...

This research extends a Pareto/NBD model of customer-base analysis using a hierarchical Bayesian (HB) framework to suit today's customized marketing. The proposed HB model presumes three tried and tested assumptions of Pareto/NBD models: (1) a Poisson purchase process, (2) a memoryless dropout...

A customer behavior model that permits the estimation of customer lifetime value (CLV) from standard RFM data in "non-contractual" setting is developed by extending the hierarchical Bayes (HB) framework of the Pareto/NBD model (Abe 2008). The model relates customer characteristics to frequency,...

Asymmetric price competition in consumer packaged goods is a well-known phenomenon. Researchers have proposed three behavioral explanations: (1) heterogeneity in consumer preference, (2) the income effect, and (3) the reference and loss-aversion effects. These explanations have been offered...

While RFM analysis is popular among practioners, ad-hoc rules are often employed to judge whether customers are alive or not. Because customers do not declare explicitly when they are dead, a company infers a customer is dead if she did not make any purchase, for example, for over three months....

With multi-facets of branding strategy, such as Co-branding, Brand Extension, Ingredient Branding, brand management is becoming increasingly complex yet crucial to corporate success. In Marketing, much attention has been paid to competitive brands, and competitive market structure analysis has...

Broadband technology makes it possible to target moving pictures of advertising at the individual subscriber level. This research develops a media planning system for one-to-one advertising based on market mechanism, such that it is fair and best to all advertisers. The proposed system, in...

This research extends a Pareto/NBD model of customer-base analysis using a hierarchical Bayesian (HB) framework to suit today's customized marketing. The proposed HB model presumes three tried and tested assumptions of Pareto/NBD models: (1) a Poisson purchase process, (2) a memoryless dropout...