The Role of Information about Initial Adoption in New Product TrialNov 21, 2014 Coby Morvinski, and On Amir, and Eitan Muller, 2014, 14-117
Investigates the conditions under which information about initial adoption increases the subsequent adoption likelihood of a new product, based on controlled choice and field experiments.
Smart Phones, Bad Calls? In-store Mobile Technology Use and Consumer Purchase BehaviorNov 18, 2014 Michael R. Sciandra and J. Jeffrey Inman, 2014, 14-116
Investigates the association between in-store mobile technology use and consumer purchase behaviors; based on two field studies conducted in grocery stores and mass merchandiser and an online experiment.
Managing Post-Purchase Moments of Truth: Leveraging Customer Feedback to Increase LoyaltyOct 30, 2014 Clay M. Voorhees, Paul W. Fombelle, Alexis Allen, Sterling A. Bone, and Joel Aach, 2014, 14-115
Examines the effects of acknowledging positive customer feedback on future customer patronage and perceptions of communal relationships with the firm; based on field experiment with customers of a Fortune 500 firm in the hospitality industry over a 12-month period.
Assessing the Drivers of Short- and Long-Term Outcomes at Business Trade ShowsOct 28, 2014 Shrihari Sridhar, Clay M. Voorhees, and Srinath Gopalakrishna, 2014, 14-114
Investigates the incremental effects of trade show marketing efforts (pre-,post-, and at-show) on short- and long-term outcomes; considers heterogeneity in customer profiles and show type. Uses attendee-level data from multiple shows attended by one Fortune 500 corporation.
Dynamic Likeability Effects on Virality of Online Video AdvertisementsOct 16, 2014 Edlira Shehu, Tammo Bijmolt, and Michel Clement, 2014, 14-113
Investigates the relationship between the virality of online advertisements and ad likeability dynamics.