Marketing Science articles from May 2006

Marketing Science archives from May 2006

Editorial: errors in the variables, unobserved heterogeneity, and other ways of hiding statistical error.
May 1, 2006... One research function is proposing new scientific theories; another is testing the falsifiable predictions of those theories. Eventually, sufficient observations reveal valid predictions. For the impatient, behold statistical methods, which...

Optimal data interval for estimating advertising response.
May 1, 2006... The abundance of highly disaggregate data (e.g., at five-second intervals) raises the question of the optimal data interval to estimate advertising carryover. The literature assumes that (1) the optimal data interval is the interpurchase time,...

How does objective quality affect perceived quality? short-term effects, long-term effects, and asymmetries.
May 1, 2006... We examine the relationship between objective and perceived quality for 241 products in 46 product categories over a period of 12 years. On average, we find that the effect of a change in objective quality is not fully reflected in customer...

On the profitability of firms in a differentiated industry.(Research Note)
May 1, 2006... In a model of vertical differentiation, the principal concern of this paper is to identify sufficient conditions for producing a higher- or lower-quality good to be more profitable (in terms of profits and profit margin). Our basic model...

Incorporating satisfaction into customer value analysis: optimal investment in lifetime value.(Research Note)
May 1, 2006... We extend the Schmittlein et al. model (1987) of customer lifetime value to include satisfaction. Customer purchases are modeled as Poisson events, and their rates of occurrence depend on the satisfaction of the most recent purchase encounter....

An integrated choice model incorporating alternative mechanisms for consumers' reactions to in-store display and feature advertising.(Research Note)
May 1, 2006... The marketing literature has suggested two prominent decision mechanisms through which in-store display and feature advertising can affect brand choice, which I call the price-cut proxy effect and the consideration set formation effect. The...