Non-Informational Advertising Informing Consumers: How Advertising Affects Consumers’ Decision-Making in the U.S. Auto Insurance IndustrySep 10, 2019 Yi-Lin Tsai, University of Delaware, and Elisabeth Honka, UCLA, 2019, 19-128
Using nine years' data in the auto insurance industry, researchers investigate advertising effects at each stage of the consumer purchase journey: awareness, consideration, and purchase. Their findings offer important insights on advertising as a strategic tool in financial services.
Invest or Harvest: Dilemma ReexaminedAug 29, 2019 Ashish Sood, UC-Riverside, Vijay Govindarajan, Dartmouth College Anup Srivastava, University of Calgary, and Birendra Mishra, UC, 2019, 19-127-08
Analysis of companies listed on U.S. stock exchanges from 1971–2014 shows that companies' strategic shift from value creation (to produce future benefits) to value appropriation (to support current operations) is associated with negative stock returns. This finding runs contrary to the idea that shareholders are obsessed with current profits at the cost of long-term value.
Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase FunnelAug 22, 2019 Vilma Todri, Emory University, Anindya Ghose, New York University, and Param Vir Singh, Carnegie Mellon University, 2019, 19-126-08
When do display-ad exposures cross the line from effective to irritating? It depends on where the consumer is in the purchase funnel - the threshold of annoyance for shoppers in the "interest" stage is two times higher than for those in the "awareness" stage.
How Should Firms Onboard New Salespeople? The Relative Efficacy of Centralized Versus On-the-Job TrainingAug 2, 2019 Michael Ahearne and Phillip Wiseman, University of Houston, Zachary Hall, Texas Christian University, and Seshadri Tirunillai , 2019, 19-125-08
Digitally supported on-the-job training can offer cost savings over centralized training programs. This quasi-experiment finds that such programs can improve performance as well – if the sales manager has the bandwidth to provide guidance early on in a new hire’s tenure.
The Impact of Device Used in Digital Paths on Deadline-Driven Purchase DecisionsAug 1, 2019 Meheli Basu and J. Jeffrey Inman, University of Pittsburgh, and Kirk Wakefield, Baylor University, 2019, 19-124-08
Based on three years of StubHub data, this study shows higher conversion rates for PC-only than for mobile-only consumer path. Device-switching spells trouble for purchase likelihood, but higher sales per transaction.