Many products and services can be described as mixtures of ingredients whose proportions sum to one. Specialized models have been developed for linking the mixture proportions to outcome variables, such as preference, quality and liking. In many scenarios, only the mixture proportions matter for...

We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the...

Given that consumers value quality, and such advertising content informs consumers' beliefs about quality, it is not surprising that high quality brands emphasize quality in their advertising content. What is less obvious is whether firms with lower quality brands should also follow suit and...

The American Medical Association and the Pharmaceutical Research and Manufacturers of America have developed new standards to curb the influence sales representatives may have on physicians' drug choices. Yet the literature fails to clarify the extent to which shares of prescriptions for branded...