Marketing Science

doi: 10.1287/mksc.2020.eb.v39n2pmid: N/A

Zhang, Qiang; Wang, Wenbo; Chen, Yuxin

doi: 10.1287/mksc.2019.1215pmid: N/A

This research proposes a new approach for in-consumption social listening and demonstrates its value in the context of online movie watching and live comments.

Berman, Ron; Katona, Zsolt

doi: 10.1287/mksc.2019.1208pmid: N/A

Do curation and personalization algorithms on social media create filter bubbles and increase content polarization?

Lin, Song

doi: 10.1287/mksc.2019.1211pmid: N/A

A theory of two-sided markets where media platforms can price discriminate among both advertisers and consumers.

Kim, Chul; Kannan, P. K.; Trusov, Michael; Ordanini, Andrea

doi: 10.1287/mksc.2019.1209pmid: N/A

This paper investigates the underlying mechanisms of crowdfunding behavior (forward-looking delaying investment behavior and social interactions), which lead to the crowdfunding dynamics.

Huang, Xiao; Zhang, Dan

doi: 10.1287/mksc.2019.1204pmid: N/A

This paper studies joint quality and refund policy design for service products in the presence of customer valuation uncertainty.

Bronnenberg, Bart J.; Dubé, Jean-Pierre; Sanders, Robert E.

doi: 10.1287/mksc.2019.1189pmid: N/A

To study consumer brand misinformation, we run in-store blind taste tests with a retailer’s private label food brands and the leading national brand counterparts in three large consumer packaged goods categories. Subjects self-report very high expectations about the quality of the private labels relative to national brands. However, they predict a relatively low probability of choosing them in a blind taste test. An overwhelming majority systematically choose the private label in the blinded test. Using program evaluation methods, we find that the causal effect of this intervention on treated consumers increases their market share for the tested private label product by 15 share points during the week after the intervention, on top of a base share of 8 share points. However, the effect diminishes to 8 share points during the second to fourth weeks after the test and to 2 share points during the second to fifth months after the test. Using a structural model of demand that controls for the self-selected participation and allows for heterogeneous treatment effects, we show that these effects survive controls for point-of-purchase prices, purchase incidence, and the feedback effects of brand loyalty. We also find that the intervention increases the preference for the private label brands, and that it decreases the preference for the national brands, relative to the outside good. Interpreting the intervention as an information treatment about the product, we find evidence consistent with an economically large informational barrier on demand for the private label product relative to an established national brand.

Dotson, Marc R.; Büschken, Joachim; Allenby, Greg M.

doi: 10.1287/mksc.2019.1185pmid: N/A

Anintegrated model where parameters from the covariate model serve as regressors to explain preference heterogeneity in the choice model.

Kosyakova, Tetyana; Otter, Thomas; Misra, Sanjog; Neuerburg, Christian

doi: 10.1287/mksc.2019.1191pmid: N/A

We measure heterogeneous substitutive and complementary relationships between items in a menu sampling from the exact posterior of our model and showcase implications for optimal pricing.

Roberts, John H.

doi: 10.1287/mksc.2019.1210pmid: N/A

This report summarizes the entrants in the 2018 ISMS Gary Lilien Marketing Science Practice Prize Competition, designed to identify, encourage, recognize, and reward the application of impactful marketing science to industry and noncommercial settings. These applications aim to showcase innovative and impactful examples of applications demonstrating the best of rigor and relevance that our profession produces. The winner described an application of econometric and experimental techniques at the French-based retailer of body, face, fragrances, and home products, L’Occitane, aimed to optimize budget allocation between online and off-line marketing expenditure across six countries. The other three finalists include a decision support aid to assist members of the United Services Automobile Association (a not-for-profit organization to assist military service personnel select and finance their automobile purchases) choose vehicles that balance their individual tastes and preferences with their financial circumstances, a business-to-business pricing decision support aid for use by the sales force of Hadco Metal Trading to avoid loss of margin by undercharging and loss of business by overcharging, and a methodology to test online advertisements cost-effectively by generating “ghost ads” as a way of minimizing control group costs in a reliable and valid way.