This paper provides insights into the dynamics of attention to TV commercials via an analysis of the length of time that commercials are viewed before being 'zapped'. The model, which incorporates a flexible baseline hazard rate and captures unobserved heterogeneity across both consumers and...

The notion that individuals have an internal reference price against which they compare observed prices is well supported by several psychological theories. Empirically, several papers in the marketing literature, employing scanner panel data, have modeled the impact of reference prices on brand...

Purpose – Grocery retailers have access to detailed data on consumer purchases within their own chains. Previous research has used across-chain scanner panel data to develop optimal price cuts targeted to individual households but whether such a targeting strategy will work with only...

We point to a fundamental inconsistency in the emerging market strategies of multinational firms. On the one hand, they seek billions of new consumers in the emerging markets of China, India, Indonesia, and Latin America; on the other, their marketing programs are scarcely adapted for these...

A system of exchange for marketing pharmaceuticals to developing countries is described, identifying the key conflicts among its constituents. A research agenda for marketing is suggested, involving both systemic characteristics and exchange behaviours. A framework for public policy appropriate...

A consumer's prior evaluation of an advertised brand is hypothesized to moderate the effectiveness of humor in advertising. Further, cognitive responses are hypothesized as mediators of the impact of humorous ads on brand attitude. The results support the hypothesized moderator role of prior...