The idea of hierarchical, sequential, or intermediate effects has long been posited in textbooks and academic literature. Hierarchical effects occur when relationships among variables are mediated through other variables. Challenges in studying hierarchical effects in marketing include the large...

Although experiential events (e.g., product demos, product sampling) have been shown to have a positive impact on both short-term sales and the overall consumer experience, little is known about the factors that drive their success or how the effect of these events evolves over time. In this...