Integrating Theory and Practice in Marketing
Gamified Information Presentation and Consumer Adoption of Product Innovations
Jessica Müller-Stewens, Tobias Schlager, Gerald Häubl and Andreas Herrmann
- The use of games as vehicle to convey information about product innovations to consumers and provides evidence from seven studies, including two field experiments, that such gamified information presentation promotes consumer innovation adoption.
Sales Representative Departures and Customer Reassignment Strategies in Business-to-Business Markets
Huanhuan Shi, Shrihari Sridhar, Rajdeep Grewal and Gary Lilien
- The effect of sale rep departure and replacement strategies on customer-level sales to assist firms that need effective reactive strategies to find appropriate replacement sales reps.
Optimizing a Menu of Multiformat Subscription Plans for Ad-Supported Media Platforms
Vamsi K. Kanuri, Murali K. Mantrala and Esther Thorson
- A new theory-driven implementable model-based approach can aid media platforms in configuring and pricing multi-format menu options.The framework when applied to a newspaper platform revealed that the newspaper can increase its current profits by 17%.
When 1 + 1 > 2: How Investors React to New Product Releases Announced Concurrently with Other Corporate News
Nooshin L. Warren and Alina Sorescu
- Firms with high value, low investor recognition, and high idiosyncratic volatility increase their visibility and obtain a boost in stock market reaction when their new product announcements are released with corporate news versus issuing them separately.
The Sting of Social: How Emphasizing Social Consequences in Warning Messages Influences Perceptions of Risk
Mitchel R. Murdock and Priyali Rajagopal
- Adding consequences (e.g. ugly looking skin) of health behaviors (e.g. UV expsoure) to warning messages can make consumers feel more vulnerable to outcomes (e.g. skin cancer) and influence behavioral intentions as well as perceptions of acutal experiences.
How to Separate the Wheat from the Chaff: Improved Variable Selection for New Customer Acquisition
Sebastian Tillmanns, Frenkel Ter Hofstede, Manfred Krafft and Oliver Goetz
- Using big data in the context of new customer acquisition, we introduce Bayesian variable selection to optimally select prospects for profit-maximizing campaigns.
The Effects of Advertised Quality Emphasis and Objective Quality on Sales
Praveen K. Kopalle, Robert J. Fisher, Bharat L. Sud and Kersi D. Antia
- New research shows that (a) it is not beneficial for a low quality firm to emphasize quality in its advertising, and (b) it is effective for a high quality firm to do so.