Marketing Science articles from September 2000

Marketing Science archives from September 2000

Eye fixations on advertisements and memory for brands: a model and findings.
September 22, 2000... Abstract The number of brands in the marketplace has vastly increased in the 1980s and 1990s, and the amount of money spent on advertising has run parallel. Print advertising is a major communication instrument for advertisers, but print media...

Market entry strategy under firm heterogeneity and asymmetric payoffs.
September 22, 2000... Abstract How should a firm decide whether or not to enter an untested market when a competing firm is vying for the same market? Should a firm always speed to the market in an effort to capitalize on pioneering advantages? We address those...

A hierarchical Bayesian methodology for treating heterogeneity in structural equation models.
September 22, 2000... Abstract Structural equation models are widely used in marketing and psychometric literature to model relationships between unobserved constructs and manifest variables and to control for measurement error. Most applications of structural...

Experimental evidence for agency models of salesforce compensation.
September 22, 2000... Abstract Academic work on sales compensation plans features agency models prominently, and these models have also been used to build decision aids for managers. However, empirical support remains sketchy. We conducted three experiments to...

New product diffusion acceleration: measurement and analysis.
September 22, 2000... Abstract It is a popular contention that products launched today diffuse faster than products launched in the past. However, the evidence of diffusion acceleration is rather scant, and the methodology used in previous studies has several...

Multiple messages to retain retailers: signaling new product demand.
September 22, 2000... Abstract With the increase in new product introductions in consumer packaged goods categories, supermarkets are reluctant to accept new products. Therefore, it is very important for manufacturers to convince retailers of the high-demand...

Raising awareness and signaling quality to uninformed consumers: a price-advertising model.
September 22, 2000... Abstract The objective of this paper is to investigate the firm's optimal advertising and pricing strategies when introducing a new product. We extend the existing signaling literature on advertising spending and price by constructing a model...