Since time immemorial, subliminal advertisement has continued to haunt the society and especially after James Vicary's experiment at New Jersey, it reached a new height. Since then, there has been much argument about whether this can be an efficient technique of marketing communications. Decades...

Market prices are well known to efficiently collect and aggregate diverse information regarding the economic value of goods, services, and firms, particularly when trading financial securities. We propose a novel application of the price discovery mechanism in the context of marketing research:...

Monetary gifts in the form of a gift card can lead one to spend and conceive of these funds differently than if the gift is given as cash. Across four experiments, the presentation of a gift card rather than cash led to both intended and actual spending beyond the amount of the original gift,...

Three studies demonstrate that the framing of redemption windows as expansive or restrictive, while keeping the actual length of the window constant, influences consumers' evaluations of sales promotions. When feasibility concerns are highlighted (e.g., in an implemental mindset), consumers...

We propose that consumers buying from low- (vs. high-) reputation sellers pay greater attention to surcharges. Thus, reputation moderates the effect of surcharges on purchase. Data from eBay show that consumers adjust bids to account for surcharges when buying from low-reputation sellers but not...

The majority of popular simulated test marketing models (STM) are calibrated against empirical data obtained from the mature markets of North America and Western Europe. Not surprisingly, these models achieve much lower accuracy when directly applied in relatively unexplored emerging markets,...

In this article, we find that consumer preferences change as a function of one's temporal distance from the receipt of the last salary. We propose and test that when consumers have just received their salary (we call this the near-salary condition) they exhibit promotion motivations in their...

Impulsive choice exhibited by consumers has been traditionally attributed to either contextual factors such as product attributes, store environment, or an individual’s personality traits. In this paper, the authors find that type of food consumed can also influence impulsive choice....

Many economic decisions are made jointly within households. This raises the question about spouses? relative influence on joint decisions and the determinants of relative influence. Using a controlled experiment (on inter-temporal choice), we let each spouse first make individual decisions and...

The minimax argument represents game theory in its most elegant form: simple but with stark predictions. Although some of these predictions have been met with reasonable success in the field, experimental data have generally not provided results close to the theoretical predictions. In a...