Marketing Science articles

Recent articles from Marketing Science

It's the findings, stupid, not the assumptions.(Editorial)
July 1, 2007... Observing reality is especially valuable. However, without models, every situation at every time on every variable would be unpredictable. Assumptions allow models and theories to assert constancy. Assumptions distill and simplify reality by dismissing the conspicuous but irrelevant....

The influence of product variety on brand perception and choice.
July 1, 2007... We propose that the variety a brand offers often serves as a quality cue and thus influences which brand consumers choose. Specifically, brands that offer a greater variety of options that appear compatible and require similar skills tend to be perceived as having greater category expertise...

Retail-price drivers and retailer profits.
July 1, 2007... What are the drivers of retailer pricing tactics over time? Based on multivariate time-series analysis of two rich data sets, we quantify the relative importance of competitive retailer prices, pricing history, brand demand, wholesale prices, and retailer category-management considerations as...

How does free riding on customer service affect competition?
July 1, 2007... The free-riding problem occurs if the presales activities needed to sell a product can be conducted separately from the actual sale of the product. Intuitively, free riding should hurt the retailer that provides that service, but the author shows analytically that free riding benefits not...

Mapping the bounds of incoherence: how far can you go and how does it affect your brand?
July 1, 2007... Consumers often have to evaluate products comprising a combination of attributes that is not expected by them, given their beliefs about how attributes normally co-vary in the product category. Such an attribute combination implies that the claimed level of a product attribute is then...