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Columbia Business School Research

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At the Forefront of Their Fields
The Columbia Advantage

At Columbia Business School, our faculty members are at the forefront of research in their respective fields, offering innovative ideas that directly impact business practice today. A glance at our publication on faculty research, CBS Insights, will give you a sense of the breadth and immediacy of the insight our professors provide.

Columbia Business School in conjunction with the Office of the Dean provides its faculty, PhD students, and other research staff with resources and cutting edge tools and technology to help push the boundaries of business research.

Specifically, our goal is to seamlessly help faculty set up and execute their research programs. This includes, but is not limited to:

  • Highly skilled staff of full-time predoctoral fellows, summer research interns, and part-time research assistants
  • Access to centralized funding from the Dean's office and external grants to support research activities
  • Providing a state-of-the-art high-performance grid computing environment
  • Acquisition of proprietary data sets and access to various databases
  • Leading library which provides faculty with latest tools and techniques to enable digital scholarship

All these activities help to facilitate and streamline faculty research, and that of the doctoral students working with them.

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Type
Journal Article
Date
1998
Journal
Journal of Business Venturing

Movements, Bandwagons, and Clones: Industry Evolution and the Entrepreneurial Process

Author
Low, Murray and Eric Abrahamson
Entrepreneurship research has paid insufficient attention to the context in which new businesses are started. Consequently, efforts to identify factors that consistently lead to entrepreneurial success have failed. This is because what works in one context will not necessarily work in another. Even worse, factors that lead to success in one context may lead to failure in another.
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Type
Journal Article
Date
1998
Journal
Contemporary Accounting Research

A Comparison of Dividend, Cash Flow, and Earnings Approaches to Equity Valuation

Author
Penman, Stephen and Theodore Sougiannis

It is common to apply multipliers to both earnings and book value to calculate approximate equity values. However, applying a price-earnings multiplier or a price-to-book multiplier typically produces two valuations and the analyst is left with the question of how to combine them into one valuation. This paper calculates weights that combine the valuations and shows that these weights vary over the difference between earnings and book value, doing so systematically over time.

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Type
Journal Article
Date
1998
Journal
Management Science

An analysis of bid-price controls for network revenue management

Author
Talluri, Kalyan and Garrett van Ryzin

Bid-prices are becoming an increasingly popular method for controlling the sale of inventory in revenue management applications. In this form of control, threshold—or "bid"—prices are set for the resources or units of inventory (seats on flight legs, hotel rooms on specific dates, etc.) and a product (a seat in a fare class on an itinerary or room for a sequence of dates) is sold only if the offered fare exceeds the sum of the threshold prices of all the resources needed to supply the product.

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Type
Journal Article
Date
1998
Journal
American Sociological Review

And Then There Were More? The Effect of Organizational Sex Composition on the Hiring and Promotion of Managers

Author
Cohen, Lisa and Joseph Broschak
We study how organizational sex composition influences the intraorganizational mobility of male and female managers. We test hypotheses linking organizational sex composition to hiring and promotion using longitudinal data on all managers in the California savings and loan industry. We find that the impact of sex composition depends on hierarchical level: Not only does it matter what relative proportions of men and women are working in organizations, but it also matters at what levels in the managerial hierarchies they are working.
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Type
Journal Article
Date
1998
Journal
Real Estate Economics

Assessing the Performance of Real Estate Auctions

Author
Mayer, Christopher

This article investigates the performance of real estate auctions relative to negotiated sales. It uses a repeat-sales methodology to control for unobserved differences in the quality of auction properties. Properties auctioned in Los Angeles during the 1980s boom sold at an estimated discount of 0%-9%, while sales in Dallas following the oil bust obtained discounts of 9%-21%.

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Type
Journal Article
Date
1998
Journal
Management Science

Capacity expansion and replacement in growing markets with uncertain technological breakthroughs

Author
Rajagopalan, Sampath, Medini Singh, and Thomas Morton

The accelerated pace of technological change has led to rapid obsolescence of productive capacity in electronics and other industries. Managers must consider the impact of future technologies while making acquisition and replacement decisions in such environments. We consider a problem where a sequence of technological breakthroughs are anticipated but their magnitude and timing are uncertain. A firm, operating in such an environment, must decide how much capacity of the current technology to acquire to meet future demand growth.

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Type
Journal Article
Date
1998

Capital Markets: An Engine for Economic Growth

Author
Bekaert, Geert and Campbell Harvey
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Type
Journal Article
Date
1998
Journal
Marketing Letters

Clustering at the Movies

Author
Jedidi, Kamel, Robert Krider, and Charles Weinberg
Weekly box office revenues for approximately a hundred successful motion pictures are analyzed by use of a finite mixture regression technique to determine if regular sales patterns emerge. Based on an exponential decay model applied to market share data, four clusters of movies, varying in opening strength and decay rate, are found. Characteristics of the clusters and implications for future research are discussed.
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Type
Journal Article
Date
1998
Journal
International Journal of Research in Marketing

Collective Stereographic Photo Essays: An Integrated Approach to Probing Consumption Experiences in Depth

Author
Holbrook, Morris and Takeo Kuwahara
This paper proposes and illustrates an approach to probing a consumption experience in depth by means of integrating five perspectives on marketing or consumer research?namely, those that focus on (1) the nature of the consumption experience; (2) photography as a means of collecting data; (3) the photo essay as an approach to presenting findings; (4) stereography as a technique for enhancing the vividness, clarity, realism, and depth of the visual images used to represent consumption; and (5) collective collaboration as a way of applying the foregoing concerns to the gathering and communicatio
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Type
Journal Article
Date
1998
Journal
Contemporary Accounting Research

Combining Earnings and Book Value in Equity Valuation

Author
Penman, Stephen

It is common to apply multipliers to both earnings and book value to calculate approximate equity values. However, applying a price-earnings multiplier or a price-to-book multiplier typically produces two valuations and the analyst is left with the question of how to combine them into one valuation. This paper calculates weights that combine the valuations and shows that these weights vary over the difference between earnings and book value, doing so systematically over time.

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Type
Journal Article
Date
1998
Journal
Journal of International Business Studies

Conflict management style: Accounting for cross-national differences

Author
Morris, Michael, Angela Ka-yee Leung, Richard Larrick, M. Mendoza, D. Bhatnagar, Jianfeng Li, Mari Kondo, Jin-Lian Luo, and Jun-Chen Hu
A problem in joint ventures between U.S. and Asian firms is that cultural differences impede the smooth resolution of conflicts between managers. In a survey of young managers in the U.S., China, Philippines, and India we find support for two hypotheses about cultural differences in conflict style and the cultural values that account for these differences: Chinese managers rely more on an avoiding style because of their relatively high value on conformity and tradition. U.S. managers rely more on a competing style because of their relatively high value on individual achievement.
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Type
Journal Article
Date
1998
Journal
Annual Review of Psychology

Consumer Psychology: A Quadrennium

Author
Jacoby, Jacob, Gita Johar, and Maureen Morrin
Consumer behavior continued to attract additional researchers and publication outlets from 1993 through 1996. Both general interest and domain-specific scholarly contributions are discussed, along with limitations and suggested areas for future research. A concluding section observes that the integrity of consumer research is unnecessarily compromised by the failure of the major scholarly association in the field to develop and adopt a code of researcher ethics.
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Type
Journal Article
Date
1998
Journal
Journal of Economic Perspectives

Corporate Finance, the Theory of the Firm, and Organization

Author
Bolton, Patrick and David Scharfstein

In this article, we argue that the time has come to begin to integrate the Coasian view of the firm--which is concerned with the interactions between ownermanagers--and the Bede and Means perspective--which emphasizes the separation of ownership and control in most corporations.

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Type
Journal Article
Date
1998
Journal
Management Science

Cross-cultural differences in risk perception but cross-cultural similarities in attitudes towards perceived risk

Author
Weber, Elke and Christopher Hsee
In this study, respondents from the P.R.C., U.S.A., Germany, and Poland were found to differ in risk preference, as measured by buying prices for risky financial options. Chinese respondents were significantly less risk-averse in their pricing than Americans when risk preference was assessed in the traditional expected-utility framework. However, these apparent differences in risk preference were associated primarily with cultural differences in the perception of the risk of the financial options rather than with cultural differences in attitude towards perceived risk.
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Type
Journal Article
Date
1998
Journal
Journal of the Academy of Marketing Science

Customer Reactions to Variety: Too Much of a Good Thing?

Author
Lehmann, Donald

A commentary on Barbara E. Kahn's article, Dynamic Relationships with Customers: High-Variety Strategies, published in the winter 1998 issue of Journal of the Academy of Marketing Sciences is provided. The purpose is to question Kahn's assumptions and hence to suggest some implications for research.

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Type
Journal Article
Date
1998
Journal
Operations Research

Determining production schedules under base-stock policies in single facility multi-item production systems

Author
Federgruen, Awi and Ziv Katalan

In this paper we address periodic base-stock policies for stochastic economic lot scheduling problems. These represent manufacturing settings in which multiple items compete for the availability of a common capacity source, in the presence of setup times and/or costs, incurred when switching between items, and in the presence of uncertainty regarding demand patterns, production, and setup times. Under periodic base-stock policies, items are produced according to a given periodic item-sequence.

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Type
Journal Article
Date
1998
Journal
Review of Accounting Studies

Discussion of 'Earnings Management and the Revelation Principle'

Author
Ziv, Amir

Arya, Glover, and Sunder (AGS) contribute to the earnings management literature along two dimenstion. First, they classify existing explanations for earnings manipulation, based on the assumption of the revelation principle that is violated. Second, they introduce a model where allowing a manager to manipulate earnings serves as a commitment device. They show that both the owners and the manager can benefit from earnings management (a Pareto improvement). My discussion first deals with the general phenomenon of earnings management and then with the specifics of the AGS model.

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Type
Journal Article
Date
1998
Journal
Journal of Marketing Research

Divide and Prosper: Why Firms Divide Prices Instead of Charging a Single Price

Author
Morwitz, V., Eric Greenleaf, and Eric Johnson
Many firms divide a product's price into two mandatory parts, such as the base price of a mail-order shirt and the surcharge for shipping and handling, rather than charging a combined, all-inclusive price. The authors call this strategy partitioned pricing. Although firms presumably use partitioned pricing to increase demand and profits, there is little clear empirical support that these prices increase demand or any theoretical explanation for why this should occur.
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Type
Journal Article
Date
1998
Journal
Tax Policy and the Economy

Fundamental Tax Reform and Corporate Financial Policy

Author
Gentry, William and R. Glenn Hubbard

The effects of tax reform on corporate financial decisions help determine whether reform will increase capital formation and simplify the tax system. This paper describes the effects of fundamental tax reform on corporate tax planning and summarizes economists' knowledge of the magnitude of these effects. We analyze both income tax reform, consisting of integrating the corporate and personal income taxes, and moving to a broad-based consumption tax. As prototypes of reform, we use the U.S.

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Type
Journal Article
Date
1998
Journal
Operations Research

Leadtime-inventory trade-offs in assemble-to-order systems

Author
Glasserman, Paul and Yashan Wang

This paper studies the trade-off between inventory levels and the delivery leadtime offered to customers in achieving a target level of service. It addresses the question of how much a delivery leadtime can be reduced, per unit increase of inventory, at a fixed fill rate. We show that for a class of assemble-to-order models with stochastic demands and production intervals there is a simple linear trade-off between inventory and delivery leadtime, in a limiting sense, at high fill rates.

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Type
Journal Article
Date
1998
Journal
Operations Research

Near-optimal echelon-stock (<em>R, nQ</em>) policies in multistage serial systems

Author
Chen, Fangruo and Yu-Sheng Zheng
We study echelon-stock (R,nQ) policies in a multistage, serial inventory system with compound Poisson demand. We provide a simple method for determining near-optimal control parameters. This is achieved in two steps. First, we establish lower and upper bounds on the cost function by over- and under-charging a penalty cost to each upstream stage for holding inadequate stock. Second, we minimize the bounds, which are simple, separable functions of the control parameters, to obtain heuristic solutions.
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Type
Journal Article
Date
1998
Journal
Review of Financial Studies

Optimal Replication of Contingent Claims Under Portfolio Constraints

Author
Broadie, Mark, J. Cvitanic, and M. Soner

We determine the minimum cost of super-replicating a nonnegative contingent claim when there are convex constraints on portfolio weights. We show that the optimal cost with constraints is equal to the price of a related claim without constraints. The related claim is a dominating claim, that is, a claim whose payoffs are increased in an appropriate way relative to the original claim. The results hold for a variety of options, including some path-dependent options.

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Type
Journal Article
Date
1998
Journal
Operations Research

Probabilistic analyses and practical algorithms for inventory-routing models

Author
Chan, Lap Mui Ann, Awi Federgruen, and David Simchi-Levi

We consider a distribution system consisting of a single warehouse and many geographically dispersed retailers. Each retailer faces demands for a single item which arise a deterministic, retailer specific rate. The retailers' stock is replenished by a fleet of vehicles of limited capacity, departing and returning to the warehouse and combining deliveries into efficient routes. The cost of any given route consists of a fixed component and a component which is proportional with the total distance driven. Inventory costs are proportional with the stock levels.

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Type
Journal Article
Date
1998
Journal
Personality and Social Psychology Bulletin

Representativeness and counterfactual thinking: The principle that antecedent and outcome correspond in magnitude

Author
Sim, D. and Michael Morris

Past research has found that when people imagine how an outcome might have turned out differently, their "if only" thoughts consistently focus on particular types of antecedent conditions. The authors propose that one principle people follow is to focus on an antecedent that fails to correspond in magnitude to the imagined counterfactual outcome. Specifically, they propose that people focus on such antecedents and change them in the direction of increasing correspondence to the imagined counterfactual outcome.

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Type
Journal Article
Date
1998
Journal
Academy of Management Proceedings

Responses of aviation pilots to dangerous incidents: The role of counterfactual thinking in learning from experience

Author
Morris, Michael, P. Moore, M. Tamuz, and R. Tarrel
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Type
Journal Article
Date
1998
Journal
Technological Forecasting and Social Change

Staged Estimation of International Diffusion Models: An Application to Global Cellular Telephone Adoption

Author
Dekimpe, Marnik, Philip M. Parker, and Miklos Sarvary

This article proposes a method that overcomes a number of problems associated with new product diffusion models noted in the marketing literature. We illustrate the methodology in the context of better understanding global variances in new product adoption. Building on existing diffusion models and sample matching principles from international consumer research, we suggest a "staged estimation procedure." The procedure provides both sensible and robust estimates and remains usable even if the diffusion process is in its earliest stage in most or all countries.

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Type
Journal Article
Date
1998
Journal
Operations Research

Stationary policies in multiechelon inventory systems with deterministic demand and backlogging

Author
Chen, Fangruo
A stationary policy conducts replenishment activities-the placement and fulfillment of orders-in a stationary fashion. That is, each facility receives a constant batch (facility specific) in equal time intervals (facility specific) under a stationary policy. Although the advantages of stationary policies are clear (i.e., smooth operations), they represent a restriction in policy selection. This paper investigates how costly this restriction can be.
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Type
Journal Article
Date
1998
Journal
Journal of Labor Economics

Technological Change and the Skill Acquisition of Young Workers

Author
Bartel, Ann and Nachum Sicherman

Since technological change influences the rate at which human capital obsolesces and also increases the uncertainty associated with human capital investments, training may increase or decrease at higher rates of technological change. Using the National Longitudinal Survey of Youth, we find that production workers in manufacturing industries with higher rates of technological change are more likely to receive formal company training.

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Type
Journal Article
Date
1998
Journal
Advances in Applied Probability

The Return on Investment from Proportional Portfolio Strategies

Author
Browne, Sid
Dynamic asset allocation strategies that are continuously rebalanced so as to always keep a fixed constant proportion of wealth invested in the various assets at each point in time play a fundamental role in the theory of optimal portfolio strategies. In this paper we study the rate of return on investment, defined here as the net gain in wealth divided by the cumulative investment, for such investment strategies in continuous time. Among other results, we prove that the limiting distribution of this measure of return is a gamma distribution.
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Type
Journal Article
Date
1998

The Stochastic Modeling of Purchase Intentions and Behavior

Author
Young, Martin R., Wayne S. DeSarbo, and Vicki Morwitz
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Type
Journal Article
Date
1998
Journal
Basic and Applied Social Psychology

Thinking of others: How perspective taking changes negotiators' aspirations and fairness perceptions as a function of negotiator relationships

Author
Drolet, A., Michael Morris, and Richard Larrick

The current research investigates two factors that might moderate the effects of competitive demands and biased fairness perceptions on conflict resolution: the relationship between the negotiators and perspective taking. In an experiment, we found that negotiators in a positive relationship were more self-serving in aspirations and fairness judgments than negotiators in a negative relationship.

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Type
Journal Article
Date
1997
Journal
Marketing Letters

Analyzing the Memory Impact of Advertising Fragments

Author
Pham, Michel Tuan and Marc Vanhuele

Marketers are making increasing use of very brief messages that mention just a brand name or a brand name with a short headline, as in event sponsorship and program endorsements. There has been debate over the effectiveness of these "advertising fragments." This paper introduces an approach for controlled testing of the effects of advertising fragments. Using a reaction-time based procedure, we show that a key effect of advertising fragments is to revive established brand associations, even though these associations are not explicitly communicated.

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Type
Journal Article
Date
1997
Journal
Journal of Consumer Research

Contingent Processes of Source Identification

Author
Pham, Michel Tuan and Gita Johar

Effective communication requires that consumers attribute the message content to its intended source. The proposed framework distinguishes four types of source identification processes-cued retrieval, memory-trace refreshment, schematic inferencing, and pure guessing-and delineates their contingencies. Two experiments examine portions of the framework, and experiment 2 introduces a new methodology for decomposing multiple processes. Findings suggest that when cued retrieval fails, consumers try to refresh the original memory trace for the learning episode-a process that is effortful.

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Type
Journal Article
Date
1997
Journal
Urban Studies

Negotiating for Public Benefits: The Bargaining Calculus of Public-Private Development

Author
Sagalyn, Lynne

US cities capture public benefits from private developers under several bargaining frameworks: exactions, incentive zoning and public-private developments. These frameworks exist along a continuum of policy-intervention strategies, from passive regulation to active development, from a quid pro quo to incentive to investment policy posture. Each strategy defines a public position, structure and process for negotiation and parameters for the bargaining process.

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Type
Journal Article
Date
1997
Journal
Journal of Accounting and Economics

The Value-Revelance of Earnings and Book Values Over the Past Forty Years

Author
Collins, Daniel and Edward Maydew
This paper investigates systematic changes in the value-relevance of earnings and book values over time. We report three primary findings. First, contrary to claims in the professional literature, the combined value-relevance of earnings and book values has not declined over the past forty years and, in fact, appears to have increased slightly. Second, while the incremental value-relevance of ?bottom line? earnings has declined, it has been replaced by increasing value-relevance of book values.
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Type
Journal Article
Date
1997
Journal
Journal of Marketing Research

Stereographic Visual Displays and the Three-Dimensional Communication of Findings in Marketing Research

Author
Holbrook, Morris
In their attempts to communicate with managers and other interested readers, marketing researchers frequently present complex findings in various sorts of visual displays. These diagrams, charts, maps, pictures, and other figures help elucidate the nature of the relationships and structural patterns involved. However, their ability to communicate is partially limited by their typical restriction to the two-dimensional plane of the printed page.
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Type
Journal Article
Date
1997
Journal
Quarterly Journal of Economics

The Breakup of Nations: A Political Economy Analysis

Author
Bolton, Patrick and Gerard Roland

This paper develops a model of the breakup or unification of nations. In each nation the decision to separate is taken by majority voting. A basic trade-off between the efficiency gains of unification and the costs in terms of loss of control on political decisions is highlighted. The model emphasizes political conflicts over redistribution policies.

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Type
Journal Article
Date
1997
Journal
Marketing Letters

Perspectives on Multiple Category Choice

Author
Russell, Gary, David Bell, Anand Bodapati, Christina Brown, Joengwen Chiang, Gary Gaeth, and Puneet Manchanda
Multiple category choice is a decision process in which an individual selects a number of goods, all of which are nonsubstitutable with respect to consumption. Choices can be made either simultaneously or sequentially. The key feature of multiple category choice is the treatment of the choices as interrelated because each item in the final collection of goods contributes to the achievement of a common behavioral goal. We discuss current and potential applications of psychology, economics and consumer choice theory in developing models of multiple category choice.
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Type
Journal Article
Date
1997
Journal
The Journal of Real Estate Investment Trusts

Consolidation in the Real Estate Industry: Big vs. Strategic? Reflections on the Industry Structure of the Future

Author
Sagalyn, Lynne
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Type
Journal Article
Date
1997

Is There a Role for Monetary Aggregates in the Conduct of Monetary Policy

Author
Mishkin, Frederic and Arturo Estrella
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Type
Journal Article
Date
1997
Journal
Journal of Consumer Research

A Varying-Parameter Model of Online Brand Evaluations

Author
Johar, Gita, Kamel Jedidi, and Jacob Jacoby
In four experiments we examine the ability of simple concurrent disclosures to correct invalid inferences about brand quality based on advertising claims. We ensure that the disclosure is always encoded, yet we find that it is utilized to correct invalid inferences only under high-capacity conditions. Across the experiments, cognitive capacity is operationalized as opportunity to process (time), ability (explicitness of disclosure), and motivation (accuracy incentive).
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Type
Journal Article
Date
1997

It Seems Like Only Yesterday: The Nature and Consequences of Telescoping Errors in Marketing Research

Author
Morwitz, Vicki
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Type
Journal Article
Date
1997
Journal
<a href="http://www.imstat.org/aap/">The Annals of Applied Probability</a>

Counterexamples in importance sampling for large deviations probabilities

Author
Glasserman, Paul and Yashan Wang

A guiding principle in the efficient estimation of rare-event probabilities by Monte Carlo is that importance sampling based on the change of measure suggested by a large deviations analysis can reduce variance by many orders of magnitude. In a variety of settings, this approach has led to estimators that are optimal in an asymptotic sense. We give examples, however, in which importance sampling estimators based on a large deviations change of measure have provably poor performance.

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Type
Journal Article
Date
1997

Inflation Targeting: Lessons from Four Countries

Author
Mishkin, Frederic and Adam Posen
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Type
Journal Article
Date
1997

Responses to Advertising a New Car

Author
Lehmann, Donald
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Type
Journal Article
Date
1997
Journal
Operations Research Letters

Sensitivity analysis of an (s,S) inventory model

Author
Chen, Fangruo and Yu-Sheng Zheng
We provide a sensitivity analysis of the standard periodic-review (s,S) inventory model. Under the assumption that the demand in each period is exponentially distributed, we show that the average cost of the (s,S) model is quite insensitive to the choice of D = S - s. Therefore we have extended similar sensitivity results for the (r,Q) model and the EOQ model to a special (s,S) model. Our sensitivity result also holds for the continuous-time (s,S) model if the demand is compound Poisson with exponential demand sizes.
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Type
Journal Article
Date
1997
Journal
Marketing Letters

Choice in Computer-Mediated Environments

Author
Winer, Russell, J. Deighton, Eric Johnson, B. Mellers, V. Morwitz, T. O'Guinn, A. Rangaswamy, and Alan Sawyer
In the last several years, the increased diffusion of computer and telecommunications technologies in businesses and homes has produced new ways for organizations to connect with their customers. These computermediated environments (CMEs) such as the World Wide Web raise new research questions. In this paper, we examine the potential research issues associated with CMEs in five areas: (1) decision processes, (2) advertising and communications, (3) brand choice, (4) brand communities, and (5)pricing.
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Type
Journal Article
Date
1997

Corporate Risk Management to Reduce Borrowing Costs

Author
Huberman, Gur

We present simple adverse selection model in which a firm finds it advantageous to insure against bad outcomes and thereby improve its credit quality and reduce its cost of capital.

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Type
Journal Article
Date
1997
Journal
Marketing Letters

Representing Heterogeneity in Consumer Response Models 1996 Choice Conference Participants

Author
DeSarbo, Wayne, Asim Ansari, Pradeep Chintagunta, Kamel Jedidi, Richard Johnson, Wagner Kamakura, Peter Link, Kannan Srinivasan, and Michel Wedel

We define sources of heterogeneity in consumer utility functions related to individual differences in response tendencies, drivers of utility, form of the consumer utility function, perceptions of attributes, state dependencies, and stochasticity. A variety of alternative modeling approaches are reviewed that accommodate subsets of these various sources including clusterwise regression, latent structure models, compound distributions, random coefficients models, etc. We conclude by defining a number of promising research areas in this field.

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Type
Journal Article
Date
1997
Journal
Marketing Letters

Representing Heterogeneity in Consumer Response Models: 1996 Choice Conference Participants

Author
DeSarbo, Wayne, Asim Ansari, Pradeep Chintagunta, Kamel Jedidi, Richard Johnson, Wagner Kamakura, Peter Lenk, V. Srinivasan, and Michel Wedel
We define sources of heterogeneity in consumer utility functions related to individual differences in response tendencies, drivers of utility, form of the consumer utility function, perceptions of attributes, state dependencies, and stochasticity. A variety of alternative modeling approaches are reviewed that accommodate subsets of these various sources including clusterwise regression, latent structure models, compound distributions, random coefficients models, etc. We conclude by defining a number of promising research areas in this field
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