Engineers and product designers have developed sophisticated models to predict the technical performance of their designs, yet they seldom quantify how performance affects the desirability of the resulting products to consumers. Without this information, managers have difficulty judging which...

Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical practice is to estimate choice-based conjoint models at the aggregate level, given insufficient data for individual-level estimation of part-worths. We discuss a method for...

A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the...

We propose an approach for deriving joint space maps of bundle compositions and market segments from three-way (e.g., consumers x product options/benefits/features x usage situations/scenarios/time periods) pick-any/J data. The proposed latent structure multidimensional scaling procedure...

Consumers today have more choices of products and services than ever before, but they seem dissatisfied. Firms invest in greater product variety but are less able to differentiate themselves. Growth and value creation have become the dominant themes for managers. In this paper, we explain this...

The scope of my dissertation is to understand how consumers’ online communication affects consumers’ behavior and market outcomes. The recent growth of consumer generated media (CGM), also known as “new” media, has provided consumers easier interaction, both to search for product...

This paper examines the impact of breastfeeding practices on the large regional differences in infant mortality in Germany around 1910. Breastfeeding is strongly negatively associated with infant mortality and remains so after controlling for public health measures and for demographic, economic,...

This paper discusses the issues in estimating the effects of marketing variables with linear models. When the variables are not directly observable, it is well known that direct regression yields biased estimates. Several researchers have recently suggested reverse regression as an alternative...

This paper presents a multidimensional scaling (MDS) methodology (vector model) for the spatial analysis of preference data that explicitly models the effects of unfamiliarity on evoked preferences. Our objective is to derive a joint space map of brand locations and consumer preference vectors...

Marketing researchers have long used brand switching analyses and Markov transition matrices to gain insights into managerial problems. Almost without exception, this work makes (inappropriate) inferences about individual consumers by analyzing household-level data. This paper presents a...