Marketing Science articles from January 2004

Marketing Science archives from January 2004

Endogeneity in marketing decision models.(Editorial)
January 1, 2004... There are many critical concerns (including the accounting for endogeneity) when one is properly estimating response functions. However, it is sometimes (certainly not always) better to leave some variables exogenous when building mathematical...

Long-run effects of promotion depth on new versus established customers: three field studies.
January 1, 2004... We use the results of three large-scale field experiments to investigate how the depth of a current price promotion affects future purchasing of first-time and established customers. While most previous studies have focused on packaged goods...

Centralized pricing versus delegating pricing to the salesforce under information asymmetry.
January 1, 2004... The issue of delegating pricing responsibility to the salesforce is of interest to marketing academics and practitioners. It has been shown by Lal (1986) that under certain situations with information asymmetry, it is more profitable for the...

An empirical analysis of determinants of retailer pricing strategy.
January 1, 2004... This paper empirically investigates the determinants of retailers' pricing decisions. It finds that competitor factors explain the most variance in retailer pricing strategy. Only in the cases of price-promotion coordination and relative brand...

A dynamic changepoint model for new product sales forecasting.
January 1, 2004... At the heart of a new product sales-forecasting model for consumer packaged goods is a multiple-event timing process. Even after controlling for the effects of time-varying marketing mix covariates, this timing process is not a stationary one,...

Multiple discreteness and product differentiation: demand for carbonated soft drinks.
January 1, 2004... For several of the largest supermarket product categories, such as carbonated soft drinks, canned soups, ready-to-eat cereals, and cookies, consumers regularly purchase assortments of products. Within the category, consumers often purchase...

Reactance to recommendations: when unsolicited advice yields contrary responses.
January 1, 2004... Recommendations often play a positive role in the decision process by reducing the difficulty associated with choosing between options. However, in certain circumstances recommendations play a less positive and more undesirable role from the...

A choice model for packaged goods: dealing with discrete quantities and quantity discounts.
January 1, 2004... Utility maximizing solutions to economic models of choice for goods with either discrete quantities or nonlinear prices cannot always be obtained using standard first-order conditions such as Kuhn-Tucker and Roy's identity. When quantities are...

The shape of advertising response functions revisited: a model of dynamic probabilistic thresholds.
January 1, 2004... Prior work in marketing has suggested that advertising threshold effects--levels beneath which there is essentially no sales response--are rarely encountered in practice. Because advertising policies settle into effective ranges through early...

Is having more channels really better? A model of competition among commercial television broadcasters.
January 1, 2004... Competitive behavior in commercial television broadcasting is modeled to examine program choice and the effects of more channels being available on firm strategy. Specifically, broadcasters compete by selecting both the "type" and quality level...

Consumer learning, brand loyalty, and competition.
January 1, 2004... In several markets, consumers can gain further information regarding how well a product fits their preferences only by experiencing it after purchase. This could then generate loyalty for the products tried first. This paper considers a model...

Contingent pricing to reduce price risks.(Research Note)
January 1, 2004... The price for a product may be set too low, causing the seller to leave money on the table, or too high, driving away potential buyers. Contingent pricing can be useful in mitigating these problems. In contingent pricing arrangements, price is...

Consumer learning and brand valuation: an application on over-the-counter drugs.(Research Note)
January 1, 2004... We develop a brand choice model with learning based on the Kalman filter methodology. The model enables us to separate the effects of contemporaneous marketing promotions from the impact of the perceived quality valuation accrued through...