Marketing Science articles from January 2006

Marketing Science archives from January 2006

Are consumers rational? Experimental evidence?(consumer rationality is a property of the researcher )(Editorial)
January 1, 2006... Despite some misconceptions, consumer rationality is a property of the researcher rather than the consumer. Consumers become more rational as we are better able to predict their behavior or other important outcomes influenced by their behavior....

Setting quality expectations when entering a market: what should the promise be?(marketing of business enterprises)
January 1, 2006... This paper examines optimal advertised quality, actual quality, and price for a firm entering a market. It develops a two-period model where advertised quality influences expectations, and hence trial and the gap between actual quality and...

An empirical model of optimal dynamic product launch and exit under demand uncertainty.(New product introductions )
January 1, 2006... This paper considers the decision problem of a firm that is uncertain about the demand, and hence profitability, of a new product. We develop a model of a decision maker who sequentially learns about the true product profitability from observed...

An empirical study of the impact of nonlinear shipping and handling fees on purchase incidence and expenditure decisions.(Shipping-fee schedules )
January 1, 2006... Shipping-fee schedules are an important but underresearched element of the marketing mix for direct marketers. This paper provides an empirical study on the impact of shipping and handling charges on consumer-purchasing behavior. Using a...

How to compute optimal catalog mailing decisions.(optimal mailing strategies )
January 1, 2006... We develop, estimate, and test a response model of order timing and order volume decisions of catalog customers and derive a Bayes rule for optimal mailing strategies. The model integrates the when and how much components of the response;...

Understanding store-brand purchase behavior across categories.(multicategory brand-choice model)
January 1, 2006... This paper investigates whether the tendency to buy store brand is category specific, or an enduring consumer trait. We develop a multicategory brand-choice model with a factor-analytic structure on the covariance matrix of the coefficients....

Benefits of channel discord in the sale of durable goods.(efficient manufacturing and distribution channel)
January 1, 2006... Minimizing strife through vertical integration is commonly seen as the holy grail for long-term success product distribution. In this paper, we take a different slant, showing that sometimes a separated channel that embodies a degree of discord...

The benefits of personalized pricing in a channel.(research on distribution channels)
January 1, 2006... In this note, we explore channel interactions in an information-intensive environment where the retailer can implement personalized pricing and the manufacturer can leverage both personalized pricing and entry into a direct distribution...