We develop and test hypotheses regarding the role of social contagion in customer adoption of new sales channels. We examine two aspects of social contagion (local contagion and homophily) and two channels (Internet and bricks-and-mortar store). Drawing on diffusion theory, we propose a conceptual framework that identifies the factors associated with new channel adoption.
Ad Exchanges are emerging Internet markets where advertisers may purchase display ad placements, in real-time and based on specific viewer information, directly from publishers via a simple auction mechanism. Advertisers join these markets with a pre-specified budget and participate in multiple second-price auctions over the length of a campaign. This paper studies the competitive landscape that arises in Ad Exchanges and the implications for publishers' decisions.
We consider a multi-period single product pricing problem with an unknown demand curve. The seller's objective is to adjust prices in each period so as to maximize cumulative expected revenues over a given finite time horizon; in so doing, the seller needs to resolve the tension between learning the unknown demand curve, and earning revenues by solving the dynamic optimization problem.
The paper investigates the long-run consequences of multichannel shopping on customers' spending. Using data from a major US catalog company which introduced an online channel, our results validate previous findings that multichannel customers spend more than mono-channel customers in the short run. However, the difference in spending dissipates over time with multichannel customers reverting to their regular consumption pattern in 3 years.
We consider the question of how should a firm optimally set a sequence of prices in order to maximize its long-term average revenue given a continuous flow of strategic customers. In particular, customers arrive over time, are strategic in timing their purchases and are heterogeneous along two dimensions: their valuation for the firm's product and their willingness to wait before purchasing or leaving. The customers' patience and valuation may be correlated in an arbitrary fashion.
We consider a non-stationary variant of a sequential stochastic optimization problem, where the underlying cost functions may change along the horizon. We propose a measure, termed variation budget, that controls the extent of said change, and study how restrictions on this budget impact achievable performance. We identify sharp conditions under which it is possible to achieve long- run-average optimality and more refined performance measures such as rate optimality that fully characterize the complexity of such problems.
Participants in matching markets face search and screening costs which prevent the market from clearing efficiently. In many settings, the rise of online matching platforms has dramatically reduced the cost of finding and contacting potential partners. While one might expect both sides of the market to benefit from reduced search costs, this is far from guaranteed. In particular, this change may force participants to screen more potential partners before finding one who is willing to accept their offer.
This article introduces the method of single-neuron recording in humans to marketing and consumer researchers. First, the authors provide a general description of this methodology, discuss its advantages and disadvantages, and describe findings from previous single-neuron human research. Second, they discuss the relevance of this method for marketing and consumer behavior and, more specifically, how it can be used to gain insights into the areas of categorization, sensory discrimination, reactions to novel versus familiar stimuli, and recall of experiences.
This research examines how oral haptics (due to hardness/softness or roughness/smoothness) related to foods influence mastication (i.e., degree of chewing) and orosensory perception (i.e., orally perceived fattiness), which in turn influence calorie estimation, subsequent food choices, and overall consumption volume. The results of five experimental studies show that, consistent with theories related to mastication and orosensory perception, oral haptics related to soft (vs. hard) and smooth (vs. rough) foods lead to higher calorie estimations.