Mobile Diaries in Marketing ResearchAug 29, 2016
Diaries can capture what metered measures miss.
Arousal Sustainability in Shared Experiential ConsumptionAug 25, 2016 Eunsoo Kim, Anocha Aribarg, and Natasha Zhang Foutz, 2016, 16-126
By promoting shared consumption experiences, firms can cultivate a synergistic strategy of customer acquisition and retention.
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.
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.
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