Changing Decision Processes
|How are decision processes changing, given that customers are now always connected and have more choice in what they attend to? Customers are now engaging with firms through complex journeys and paths to purchase and beyond. Firms must insert themselves — or their product or service — into the customer decision process at the right time in the right context to have an influence.|
Dynamic Effects of Loyalty Rewards for Contractual CustomersJul 25, 2016 Lena Steinhoff, Eric (Er) Fang, Robert W. Palmatier, and Kui Wang, 2016, 16-121
What is the most effective means to deliver loyalty rewards to contractual customers? This study examines how three loyalty reward levers—value, timing, and targeting—affect customers' contract expansion and retention in the telecommunications industry.
The Impact of Buying “Fit” Products on Customer Learning and Profitability in Multichannel SettingsJul 22, 2016 Chun-wei Chang, Jonathan Z. Zhang, and Scott A. Neslin, 2016, 16-120
In multichannel environments, marketing communications can enhance customer learning about products with high quality and preference uncertainty, helping move them toward a more profitable "trusting" state.
Friends or Foes: Social Influence, Online Social Networks, and News ConsumptionJul 15, 2016 Catarina Sismeiro and Ammara Mahmood, 2016, 16-118
Does social network activity displace or promote traffic to, and engagement with, online news sites?
Effects of Affect on Consumer Behavior: A Meta-Analytic IntegrationJun 22, 2016 Nancy M. Puccinelli , Dhruv Grewal, Scott Motyka, Susan A. Andrzejewski, and Tamar Avnet, 2016, 16-114
The first study to quantitatively synthesize research on the effects of consumer affective feelings on evaluations and behavior
The Effects of Firm Generated Content in Social Media on Customer Behavior: An Empirical ExaminationJun 4, 2016 Ashish Kumar, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, and P.K. Kannan, 2016, 16-111
Firm generated content works synergistically with TV ads and email marketing to boost customer spending and cross buying.
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