Marketing Topics

• Presentations

  Everyone, Everywhere, and Always: The Who, Where, and When of Visual Information Influences on Decision-Making

  Sep 20, 2019 Claudia Townsend, University of Miami

  Claudia Townsend will draw on her research on visual processing and consumer psychology to highlight the core ways in which aesthetics can aid marketers and consumers.

• Presentations

  Firm’s Management of Social Interactions

  Sep 20, 2019 Dina Mayzlin, University of Southern California

  In this session, Dina Mayzlin will present a framework for the different roles firms can use to manage social interactions.

• Reports

  The Impact of Device Used in Digital Paths on Deadline-Driven Purchase Decisions

  Aug 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. 

• Reports

  Selling in the Digital Age

  Jul 16, 2019 Michael Ahearne, University of Houston, Zachary Hall, Texas Christian University, Partha Krishnamurthy and Mohsen Pourmasoudi, 2019, 19-123-07

  Today, many people know a lot about what they want to buy. What happens when they encounter salespeople whose approaches assume that they are uninformed and undecided? Data from 356 sales encounters shows a drop in purchase likelihood, sales revenue, and customer satisfaction when salespeople deploy "classic" sales models. 

• Presentations

  Get Multichannel Distribution (Approximately) Right

  Jun 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.