Peter Fader’s Journal Must-Reads from 2014
Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers on the analysis of behavioral data to understand and forecast customer shopping/purchasing activities.
His recommendations for our 2014 reading list:
“Listening in on Social Media: A Joint Model of Sentiment and Venue Format Choice” by David Schweidel and Wendy Moe, Journal of Marketing Research, August 2014
Fader: This paper really deserves a shout-out. It’s a sign of the increasing maturity and sophistication we are seeing when it comes to research on social media. Lots of interesting perspectives here, and it has been getting some nice attention from practitioners as well.
“Reviews Without a Purchase: Low Ratings, Loyal Customers, and Deception” by Eric Anderson and Duncan Simester, Journal of Marketing Research, June 2014
Fader: Another article dealing with social media and providing some interesting and practical perspectives on the topic.
“Money, Status, and the Ovulatory Cycle” by Kristina Durante, Vladas Griskevicius, Stephanie Cantú, and Jeffry Simpson, Journal of Marketing Research, February 2014
Fader: A fascinating discussion/demonstration of the effect of biology on behavior. Always great to see marketers drawing connections from seemingly unrelated domains in order to better understand the phenomena that we study.
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