Customer Relationships and Experiences
Journal Must-Reads: Sharon Shavitt, University of Illinois at Urbana-ChampaignFeb 19, 2019
Selected for members by MSI Scholars. Stay current on the most impactful new research in the marketing journals.
The Impact of Coupons on the Search-to-Purchase Funnel: Theory and Empirical EvidenceFeb 1, 2019 Arun Gopalakrishnan and Young-Hoon Park, 2019, 19-106-01
When should you target your best customers for promotions? Evidence on coupon effects in the search-to-purchase funnel changes the decision calculus for designing targeted promotions.
Best of MSI - It’s Time for HappinessJan 31, 2019
Cassie Mogilner Holmes, University of California, Los Angeles
Consumers want to be happy, and marketers want to connect with their consumers through this fundamental emotion. Cassie Mogilner Holmes will share the past decade of research illuminating the nature of happiness to reveal the critical role of time.
A General Method for Estimating Asynchronous Dynamic Models: A Novel Study of 100 Ad CreativesJan 28, 2019 Edlira Shehu, Daniel Zantedeschi, and Prasad A. Naik, 2019, 19-105-01
This scene-by-scene analysis of 100 video ads suggests that “sticking-to-one-theme” may not be the only way to build and carryover viewer liking for ads.
Why Songs Are Like Monetary Losses: Leveraging Insights from the Neurophysiology of Memory to Strengthen Our Understanding of Consumer ExperiencesJan 17, 2019 Martin Reimann, Chinmai Basavaraj, Armin Heinecke, Kobus Barnard, and Michael I. Norton, 2019, 19-104-01
This study offers Interesting insight into the possible neurophysiological and psychological mechanisms of experiential (vs. monetary) decision making.
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