This paper reports a new theorem and proof for optimizing the advertising budget. The theorem is that the optimal rate of advertising is equal to gross profit multiplied by advertising elasticity. This does not involve a ratio of elasticities, and so is an advance on the Dorfman-Steiner theorem...

The prevalence of faulty citations impedes the growth of scientific knowledge. Faulty citations include omissions of relevant papers, incorrect references, and quotation errors that misreport findings. We discuss key studies in these areas. We then examine citations to Estimating nonresponse...

Purpose – There has been long‐standing interest in the duplication of audience between media vehicles, starting with work by Agostini and later developed by Goodhardt, Ehrenberg and Collins into the “duplication of viewing law”. The aim of this paper is to further extend duplication...

Marketing information systems have usually been analysed in terms of market research, market intelligence and computerised modelling and analysis systems. Both empirical and theoretical studies are making it increasingly clear that this approach is inadequate, especially as it takes too little...

Purpose This paper aims to show that strength-based theories of memory provide only a partial description of how consumers retrieve brands from memory. Dual-process theories of memory such as the Source of Activation Confusion (SAC) model provide a more robust explanation of brand retrieval by...

While retail payment instruments generate more revenue than many fast moving consumer goods (FMCG) categories, surprisingly little is publicly known about market structure and purchase loyalty. This paper reports a study of shoppers’ use of payment methods in three New Zealand retail...

Purpose – The purpose of this paper is to test whether brand defection shows double‐jeopardy effects, and whether stochastic models provide useful benchmarks of expected brand defection rates. Design/methodology/approach – The approach takes the form of an empirical study of brand...

Prior research found that people’s assessments of relative competence predicted the outcome of Senate and Congressional races. We hypothesized that snap judgments of "facial competence" would provide useful forecasts of the popular vote in presidential primaries before the candidates become...

While customer acquisition is clearly important for new brands, mature brands are often said to rely on defection management for maintenance and growth. Yet the theory to support this approach has been subject to very little empirical investigation. How do brands actually increase the size of...