Online Marketplace AdvertisingMay 14, 2018 Hana Choi and Carl F. Mela, 2018, 18-112-05
This study examines the trade-off between advertising revenue and transaction revenue for online marketplaces. Results suggest that lowering the cost-per-action (fees) and increasing the cost-per-consideration (clicks) yields a “win-win" outcome for the platform and its advertisers.
Does IT Lead to More Equal Treatment? An Empirical Study of the Effect of Smartphone Use on Customer Complaint ResolutionMay 10, 2018 Catherine Tucker and Shuyi Yu, 2018, 18-111-05
By providing a standardized communication tool, mobile technologies can lead to fairer outcomes for people who submit service complaints in neighborhoods with lower education levels.
The Geography of Poverty and Nutrition: Food Deserts and Food Choices across the United StatesMay 10, 2018 Hunt Allcott, Rebecca Diamond, and Jean-Pierre Dubé, 2018, 18-110-05
Exposing low-income households to the same grocery store availability and prices as high-income households reduced nutritional inequality by only 9%.
Opinion Leaders or Opinion Followers? The Effect of Centrality on Susceptibility to Group InfluenceMay 10, 2018 Edith Shalev and Rom Y. Schrift, 2018, 18-109-05
Marketers should adjust their expectations of the social influence of consumers with a large number of ties. Sometimes, these central consumers are opinion followers rather than leaders.
Variety-Seeking and Time of DayMay 3, 2018 Kelley Gullo, Jonah Berger, Jordan Etkin, and Bryan Bollinger, 2018, 18-108-05
New insight on the biological basis of decision making: consumer preferences for variety change throughout the day, driven by their circadian rhythms.