Consumers share word of mouth face to face, over social media, and through a host of other communication channels. But do these channels affect what people talk about and, if so, how? Laboratory experiments, as well as analysis of almost 20,000 everyday conversations, demonstrate that...

Department: School of Business.

Past research in marketing and psychology suggests that pricing structure may influence consumers' perception of value. In the context of two commonly used pricing schemes, pay-per-use and two-part tariff, we evaluate the impact of pricing structure on consumer preferences for access services....

A realistic specification for consumer heterogeneity should allow for both multiple market segments and within-segment heterogeneity. Such a flexible heterogeneity specification, which we term as multimodal consumer heterogeneity (MCH), raises considerable modeling challenge. We propose an...

Subscription programs are increasingly popular among a wide variety of retailers. These types of programs give members access to a set of exclusive benefits for a fixed fee upfront. In this paper, we examine the causal effect of adopting a subscription program on subsequent customer behavior...

Estimating consumers' heterogeneous preferences using choice-based conjoint (CBC) data poses a considerable modeling challenge, as the amount of information elicited from each consumer is often limited. Given the lack of individual-level information, effective information pooling across...