Following a successful idea generation exercise, a company might easily be left with hundreds of ideas generated by experts, employees, or consumers. The next step is to screen these ideas and identify those with the highest potential. In this paper we propose a practical approach to involving...

Adaptive metric utility balance is at the heart of one of the most widely used and studied methods for conjoint analysis. We use formal models, simulations, and empirical data to suggest that adaptive metric utility balance leads to partworth estimates that are relatively biased—smaller...

We propose and test new adaptive question design and estimation algorithms for partial profile conjoint analysis. Polyhedral question design focuses questions to reduce a feasible set of parameters as rapidly as possible. Analytic center estimation uses a centrality criterion based on...

It is becoming increasingly easier for researchers and practitioners to collect eye tracking data during online preference measurement tasks. The authors develop a dynamic discrete choice model of information search and choice under bounded rationality, that they calibrate using a combination of...

Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising was approximately $16.7 billion and it is expected to exceed $62.8 billion by 2017. The most prevalent type of mobile advertising is mobile display advertising (MDA), which takes...

Online social networks are used by hundreds of millions of people every day, but little is known about their effect on behavior. In five experiments, we demonstrate that social network use enhances self-esteem in users who are focused on close friends (i.e., strong ties) while browsing their...

This paper examines the popular marketing practice of interdependent ideation where firms solicit ideas from customers through online platforms that allow for customers to be exposed to or “inspired” by other customers' ideas when generating their own. Although being exposed to others' ideas...

Marketers distinguish between three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited...