In light of the widely discussed political divide and increasing polarization post the 2016 U.S. presidential election, we investigate in this paper whether the polarization of political ideology extends further to the preferences, intentions, and consumption of individuals for commercial...

The ability to identify customers' dynamics and its drivers present an opportunity for firms to optimize their marketing resource allocation and increase long-run profitability. Accordingly, we address the following managerial questions in this research: (1) how can firms dynamically segment...

In this research we propose a web-based adaptive self-explicated approach for multi-attribute preference measurement (conjoint analysis) with a large number (ten or more) of attributes. In the empirical application reported here the proposed approach provides a substantial and significant...