In this study we investigate several hypotheses relating strategic forecasting to market segment selection and firm performance. In the context of a strategic marketing simulation, subjects in 14 competitive industries made strategic forecasts for market segment size and benchmark prices.
This study examines how advertising budget setting, framed as a prisoner's dilemma, is affected by information on the competitive situation and characteristics of the decision maker. Hypotheses are tested using experiments in which subjects set advertising budgets. Results indicate that subjects were generally competitive, but also based their strategy selections on what they expected their opponents to do, what their opponents did last time, whether the competitive relationship was expected to continue, market shares, and whether the subject's profit objectives were short- or long-term.
Affluent investor mutual fund decisions are probed. Several different investor profiles are developed from data on approximately 300 affluent investors. These investor types differ in sources of information regarding mutual fund investments, particularly the use of financial advisers, and in the selection criteria employed for mutual fund purchases. In addition, they have distinguishable mutual fund behavior and demographic characteristics. Specific implications for financial services firms are developed.
International differences in general, and cultural differences in particular, exert profound influence on what people buy. In modeling market response, highly visible international differences in purchase behavior seem to lead to an assumption by management scientists that there are large parallel international differences in market response to such things as price and advertising.
This paper examines the attributes that consumers use when making product similarity judgments and their effect on similarity scaling. Previous research suggests that concrete brands are judged using dichotomous features while more abstract product categories are judged using continuous dimensions. This, in turn, suggests that the appropriateness of spatial scaling increases relative to tree scaling as one moves from brands to product categories. The results of two studies support an increase in the fit of spaces relative to trees from brands to categories.
This research proposes that negotiators consider each other's payoffs in their evaluation of potential settlements beyond the level necessary to maintain the bargaining relationship. We further hypothesize that the way in which negotiators weight their opponents' payoffs, relative to their own, is a function of characteristics of the relationship and of the bargainers' personalities. Specifically, we consider liking of the other party, payoff expectations, satisfaction with past settlements, the likelihood of future negotiations, egocentricity, and power orientation.
The authors first attempt to clarify the affect terminology. Then, in an empirical study, they explore the affective reactions prompted by a wide range of consumption situations. For each of them, the authors investigate what preceeds, what happens during and what happens after the situation. 1,436 affective experiences, retrieved by 118 subjects in response to the proposed situations, were content-analyzed. The subjects reported more positive than negative affective reactions. These were essentially feelings, followed by evaluative affects.
This article proposes a model that nests both a strict tree model and the Luce choice model. The multiplicative formulation allows for easy estimation using least-squares procedures. The model is shown to be more parsimonious than the hierarchical elimination method and in a small illustration, to significantly out-perform Luce in predicting soft-drink preferences.
A conceptual model is developed that describes the relationships among consumer values, utility, and ownership of durables. These relationships are tested empirically using data on a variety of discretionary durables collected from a sample of 735 adults. Results support the model structure and suggest that augmenting the List of Values (Kahle 1983) with a measure of materialism improves prediction of value-related consumer behavior.