Marketing

This paper presents an applied methodology to assist managers in strategically setting prices and allocating resources over the product, brand, or adoption (diffusion) life cycle. While substantial theoretical work has been achieved in this area in the management science and operations research disciplines, approaches which can be implemented as managerial tools are generally lacking.

Selling information that is later used in decision making constitutes an increasingly important business in modem economies (Jensen 1991). Information is sold under a large variety of forms: industry reports, consulting services, database access, and/or professional opinions given by medical, engineering, accounting/ financial, and legal professionals, among others.

This paper presents a stochastic multidimensional unfolding (MDU) procedure to spatially represent individual differences in phased or sequential decision processes. The specific application or scenario to be discussed involves the area of consumer psychology where consumers form judgments sequentially in their awareness, consideration, and choice set compositions in a phased or sequential manner as more information about the alternative brands in a designated product/service class are collected.

A popular prediction in persuasion research is that decreased ability to process information increases reliance on peripheral cues and decreases reliance on central claims. This paper explains why this prediction does not necessarily hold when processing capacity is impaired by high arousal. Three experiments suggest that two types of processes underlie arousal effects on persuasion. Arousal induces selective processing of cues that are diagnostic at the expense of cues that are nondiagnostic - the selection effect.

We examine conditions under which "Veblen effects" arise from the desire to achieve social status by signaling wealth through conspicuous consumption. While Veblen effects cannot ordinarily arise when preferences satisfy a "single-crossing property," they may emerge when this property fails. In that case, "budget" brands are priced at marginal cost, while "luxury" brands, though not intrinsically superior, are sold at higher prices to consumers seeking to advertise wealth.

Classical economic theory mainly examines decision making from a normative perspective. Social and cognitive psychology's view of decision making is more descriptive. This article presents a structured synthesis of a third stream of research, which intersects economics and psyhology, and is known as Behavioral Decision Theory. This stream of research shows that decision makers often deviate from prescritive norms. This article explains why such deviations occur and what they imply for marketing.

This study proposes a typology of reasons why people substantially delay important consumer decisions The delay reasons we study are drawn from delay typologies identified in other contexts as well as from the product diffusion literature. Two studies reported here examine why subjects delay consumer decisions. These support most of the reasons in the proposed typology, while some unanticipated delay reasons also emerge.