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.|
3 Must-Reads for Marketers from Dartmouth’s Peter GolderDec 18, 2017
Each month we feature a new reading list and commentary from one of our Academic Trustees – the best thinkers, teachers, and researchers in marketing today.
Detecting Fictitious Consumer Reviews: A Theory-Driven Approach Combining Automated Text Analysis and Experimental DesignOct 4, 2017 Ann Kronrod, Jeffrey K. Lee, and Ivan Gordeliy, 2017, 17-124
How to tell if that glowing (or scathing) consumer product review is authentic.
The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision MakingMay 10, 2017 Ryan Hamilton and Uma R. Karmarkar, 2017, 17-109
Science has a lot to say about how customers make decisions. This frameworks helps marketers apply what's most relevant to their customer, product, and category.
Paywalls: Monetizing Online ContentApr 10, 2017 Adithya Pattabhiramaiah, S. Sriram, and Puneet Manchanda, 2017, 17-107
Monetization of online content may generate new subscription revenue--but what about other effects? Study of New York Times finds that metered paywalls can suppress usage among loyal consumers; at the same time, legacy firms may see a boost in print consumption.
-Key Takeaways: Customer Experience Beyond the HypeApr 07, 2017
Key takeways and highlights from Spring 2017 Board of Trustees Meeting: Customer Experience Beyond the Hype
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