Consumer Behavior

This paper focuses on add-on sales to determine both their value per se and their value as a reflexive measure of brand equity. Specifically, this paper examines the "accessory premium" for automobiles, i.e., accessories installed by dealers at the time of sale. Using J.D. Power Data, the authors find that higher add-on accessory sales accrue to higher equity brands which make accessory sales a potentially useful measure of brand equity (J. Marketing 67: 1?17, 2003). In addition, the authors examine how the revenue premium metric varies by age cohort.

This paper examines how organizations use employee networks to contend with job seekers' search behavior. According to prior research, in markets where job seekers engage in nonsequential job search, organizations respond with tactics such as exploding offers and recruiting candidates earlier. In this paper, I posit that organizations have a social structural response. I argue that in an attempt to avoid problems related to candidates' job search, organizations are more likely to provide job offers to candidates with friends in the hiring organization than to those without friends.

We study consumers' click behavior on organic and sponsored links after a keyword search at an Internet search engine. Using a dataset of individual-level click activity after keyword searches from a leading search engine in Korea, we find that consumers' click activity after a keyword search is quite low and is heavily concentrated on the organic list. However, searches of less popular keywords (i.e., keywords with lower search volume) are associated with more clicks per search and a larger fraction of sponsored clicks.

We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search process, the choice process, and consumer learning. We develop research questions within each of these areas. We then discuss methodological issues pertaining to the use of experimentation and econometrics.

Marketing variables that are included in consumer discrete choice models are often endogenous. Extant treatments using likelihood-based estimators impose parametric distributional assumptions, such as normality, on the source of endogeneity. These assumptions are restrictive because misspecified distributions have an impact on parameter estimates and associated elasticities. The normality assumption for endogeneity can be inconsistent with some marginal cost specifications given a price-setting process, although they are consistent with other specifications.

Risk free asset demand in the classic portfolio problem is shown to decrease with income if and only if the consumer's uncertainty preferences over assets satisfy the preference condition that the risk free asset is more readily substituted for the risky asset as the quantity of the latter increases. In this case, the risky asset is said to be "urgently needed" following the terminology of the classic certainty analysis of Johnson (1913). The urgently needed property tends to be more readily satisfied in uncertainty versus certainty settings.