Demonstrations of marketing effectiveness currently proceed on two parallel tracks: quantitative researchers model the direct sales effects of the marketing mix, while advertising and branding experts trace customer mindset metrics like awareness and affect. We merge the two tracks and analyze...

Probability models for duration have been applied to a wide range of individual-level and organizational phenomena. Interestingly, seemingly similar models may produce different results. Using divorce as an illustration, we discuss a hierarchy of duration models of different complexity and show...

We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of the prices' magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on...

Nous montrons que des publicités sur internet non traitées en vision centrale sont tout de meme mémorisées et ont un impact sur l'attitude à l'égard de la marque, alors que les sujets n'ont pas conscience de les avoir vues. Ces effets tiennent 8 jours en mémoire si les messages ont été...