Choice-based conjoint analysis is a popular marketing research technique to learn about consumers' preferences and to make market share forecasts under various scenarios for product offerings. Managers expect these forecasts to be “realistic” in terms of being able to replicate market shares...

We develop a consumer response model to evaluate and plan pricing and promotions in durable-good markets. We discuss its implementation in the U.S. automotive industry, which “spends” about $45 billion each year in price promotions. The approach is based on a random effects multinomial...

Many theories of consumer behavior involve thresholds and discontinuities. In this paper, we investigate consumers' use of screening rules as part of a discrete-choice model. Alternatives that pass the screen are evaluated in a manner consistent with random utility theory; alternatives that do...

Recent research studies have shown that, in the aggregate, survey participation is associated with increased purchase behaviors. Whereas selective customer response could be responsible for some of this correlation, we conclude that survey participation does cause changes in purchase behavior....

Many firms increasingly offer community venues to their customers to facilitate social interactions amongst them. Prior studies have shown that community participants have high engagement and loyalty toward the firm and provide useful feedback and referrals. However, it is not clear whether...

Structural equation models are widely used in marketing and psychometric literature to model relationships between unobserved constructs and manifest variables and to control for measurement error. Most applications of structural equation models assume that data come from a homogeneous...

Retailers and manufacturers believe that the mere presence of certain items in a retail assortment increases the sales volume of the whole assortment. This paper provides an empirical study of the role of every item in an assortment. Our results show that many items affect category sales over...

This research examines the ability of six popular Web search engines, individually and collectively, to locate Web pages containing common marketing/management phrases. We propose and validate a model for search engine performance that is able to represent key patterns of coverage and overlap...

This paper attempts to shed light on the following research questions: When a firm introduces a new product (or service) how can it effectively use the different information sources available to generate reliable new product performance forecasts? How can the firm account for varying information...

In this paper we define an embedded premium (EP) as an enhancement that involves a social cause added on to a product or service. We characterize EP as a sales promotion strategy and juxtapose it with traditional approaches, such as discounts and rebates. Across three experiments, using a...