TOC: Mar Sci


Marketing Science, 36(1)

Idea Generation, Creativity, and Prototypicality
Olivier Toubia, Oded Netzer [Publisher] [Google Scholar]

Simultaneous or Sequential? Search Strategies in the U.S. Auto Insurance Industry
Elisabeth Honka, Pradeep Chintagunta [Publisher] [Google Scholar]

When Less Is More: Data and Power in Advertising Experiments
Garrett A. Johnson, Randall A. Lewis, David H. Reiley [Publisher] [Google Scholar]

Benefit-Based Conjoint Analysis
Dong Soo Kim, Roger A. Bailey, Nino Hardt, Greg M. Allenby [Publisher] [Google Scholar]

Cartel Formation Through Strategic Information Leakage in a Distribution Channel
Noam Shamir [Publisher] [Google Scholar]

Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns
Inyoung Chae, Andrew T. Stephen, Yakov Bart, Dai Yao [Publisher] [Google Scholar]

Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity
Beth L. Fossen, David A. Schweidel [Publisher] [Google Scholar]

Product Line Bundling: Why Airlines Bundle High-End While Hotels Bundle Low-End
Steven M. Shugan, Jihwan Moon, Qiaoni Shi, Nanda S. Kumar [Publisher] [Google Scholar]

Modeling Multimodal Continuous Heterogeneity in Conjoint Analysis — A Sparse Learning Approach
Yupeng Chen, Raghuram Iyengar, Garud Iyengar [Publisher] [Google Scholar]