Measuring the Impact of a Single Negative Consumer Review on Online Search and Purchase Decisions Through a Quasi-Natural ExperimentJan 17, 2019 Marton Varga and Paulo Albuquerque, 2019, 19-103-01
A retailer's "newest first" review display policy enabled researchers to quantify the impact of just one bad product review. In technology and home and garden products, the detrimental impact of encountering a single critical opinion was two-fold: on average, the probability of continuing search to competitors increased by 10.5%, while the purchase probability of the product dropped by 18.3%.
Consumer Misinformation and the Brand Premium: A Private Label Blind Taste TestJan 10, 2019 Bart J. Bronnenberg, Jean-Pierre Dubé, and Robert E. Sanders, 2019, 19-102-01
While many consumers say that private labels are comparable in quality to national brands, they routinely pay a price premium for the latter. This study suggests that product testing can change consumer preferences for private labels over leading national brand competitors - at least in the short term.
Managing Multichannel (yes, MULTI!) DistributionNov 29, 2018
Kusum L. Ailawadi, Dartmouth College
Kusum Ailawadi will present metrics, tools and frameworks for managing multichannel distribution and illustrate applications with case studies she and her co-author have developed.
The Distinct Psychology of Smartphone UsageNov 19, 2018 Shiri Melumad, University of Pennsylvania
Despite consumers’ increased reliance on their smartphones, there is a surprising lack of research on the psychology of mobile consumption. What is fundamentally unique about the psychology of smartphone usage?
Managing Brands in an Online World Using Minimum Advertised Price (MAP) PoliciesNov 16, 2018 Ayelet Israeli, Harvard University
Ayelet Israeli will demonstrate how minimum advertised price (MAP) policies enable manufacturers to effectively monitor and enforce their policies to protect their brands online.
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