The Impact of Device Used in Digital Paths on Deadline-Driven Purchase DecisionsAug 1, 2019 Meheli Basu, J. Jeffrey Inman, and Kirk Wakefield, 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. One thing's for certain: as channels and devices evolve, marketing optimization is a moving target.
Not All Debt Is Created Equal: On the Mental Accounting of Debt FormsJun 26, 2019 Eesha Sharma, Stephanie Tully, and Cynthia Cryder, 2019, 19-121-06
Using real-world data and lab studies, researchers demonstrate that consumers are less likely to think of credit (versus loans) as "money to be repaid" rather than "money to be spent." These mental representations are consequential - they influence consumer willingness to incur debt and concerns about repaying.
Tuition Myopia: Myopic Focus on the Costs of Higher Education Induces Intertemporal TradeoffsJun 21, 2019 Haewon Yoon, Yang Yang, and Carey Morewedge, 2019, 19-120-06
Six studies show that financially-impatient consumers prefer low-cost, low-return colleges over high-cost, high-return colleges, thus failing to maximize their lifetime earnings. Changing the way financial information is presented may correct this "myopia."
Why Digital Goods Are Valued Less Than Physical GoodsJun 14, 2019
Carey Morewedge, Boston University
Many digital goods such as souvenir photographs, books, and films are substantive innovations relative to their physical counterparts. Despite this, consumers may ascribe less value to digital than to physical versions of the same good.
Get Multichannel Distribution (Approximately) RightJun 12, 2019 Kusum L. Ailawadi, Dartmouth College
With the plethora of choices available today, it is more important than ever for brands to select and organize their distribution channels in a way that delivers the experience shoppers demand, while generating the volumes and margins for everyone in the channel that are needed to sustain the business.
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