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.|
Feeling Economically Stuck Increases Variety SeekingAug 19, 2016 Sunyee Yoon and Hyeongmin Christian Kim, 2016, 16-124
This research highlights the important role that perceived economic mobility and economic status jointly play in consumer decision making.
Journal of Interactive Marketing Offers Access to Top ResearchAug 09, 2016
For marketers seeking new scholarly insights, the Journal of Interactive Marketing is offering free access to five articles selected by editor-in-chief Brian Ratchford for their relevance to marketing practice.
5 Things I Know about Marketing – Rebecca Hamilton, Georgetown UniversityAug 05, 2016
“If consumers often make incorrect predictions about their future preferences, how can we, as marketing researchers, predict their preferences? It’s critical to choose the right research method,” says Georgetown's Rebecca Hamilton.
The Impact of Referral Coupons on Customer Behavior and Firm Revenues: Evidence from Field ExperimentsAug 5, 2016 Raghuram Iyengar and Young-Hoon Park, 2016, 16-123
Inspired by the success of referral campaigns in the service industry, retailers have begun offering coupons redeemable by target customers and their friends. How well do they work? The evidence is surprising.
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.
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