There are three classical measures of brand awareness: aided, spontaneous, and top-of-mind. The relationships between these measures, across a set of brands in the same product category, are close, but highly nonlinear. We show that these relationships can be linearized, in all product classes,...

Consumer behavior researchers are getting more interested in the experiential aspect of consumption, which focuses on the fun and enjoyment that consumers derive from hedonic experiences. We build upon the experiential view of consumer behavior, and present an innovative modeling approach to...

A methodology for forecasting the sales of an ethical drug as a function of marketing effort before any sales data are available and for updating the forecast with a few periods of sales data is presented. Physicians' perceptions of the drug on a number of attributes, e.g. effectiveness, range...

This paper develops a model of conversion behavior (i.e., converting store visits into purchases) that predicts each customer's probability of purchasing based on an observed history of visits and purchases. We offer an individual-level probability model that allows for different forms of...

Online markets have dramatically decreased costs of search and communication for buyers. By contrast, costs of evaluating purchasing alternatives have become critical due to an overwhelming range of available options. When high, evaluation costs can offset potential gains from transactions and...

In opaque selling certain characteristics of the product or service are hidden from the consumer until after purchase, transforming a differentiated good into somewhat of a commodity. Opaque selling has become popular in service pricing as it allows firms to sell their differentiated products at...

It is crucial for all organizations that activate in this field to research and understand the way in which consumers make decisions and the factors that motivate and encourage tourists to make different purchases. Also, when analyzing a tourist’s consumer behavior, companies must take into...

This paper contains theoretical and empirical analysis of competition to retain customers. A formal game-theoretic model suggests that large firms are likely to exhibit greater customer retention rates than their smaller rivals in equilibrium even when their (common) customer retention...

Elasticities calculated from estimates of parameters in four consumer behavior system models are pooled in order to assess systematic differences related to variables and to study characteristics. The pooling proves to be plausible because the elasticities from particular variable pairings do...