Economics Insights @ CBS

It has been recently suggested that sponsor identification may be biased in favor of prominent brands. All things equal, consumers are more likely to attribute sponsorship to brands that they perceive to be more prominent in the marketplace, such as large-share brands. This article offers additional empirical evidence for this phenomenon and examines the underlying processes. The results of a controlled laboratory experiment replicate the phenomenon and show that this bias arises only when consumers are unable to retrieve the name of the sponsor directly from memory.

Pricing financial options often requires Monte Carlo methods. One particular case is that of barrier options, whose payoff may be zero depending on whether or not an underlying asset crosses a barrier during the life of the option. This paper develops variance reduction techniques that take advantage of the special structure of barrier options, and are appropriate for general simulation problems with similar structure. We use a change of measure at each step of the simulation to reduce the variance arising from the possibility of a barrier corssing at each monitoring date.