Marketing
Maximizing Vs. Satisficing: How Do Consumers Choose?
This paper adds to the debate on whether consumers are in fact utility maximizers or satisficers by estimating two structurally comparable models on the same data set. Based on Stüttgen et al.’s Read More »
Originality: Perception And Preference
Originality appeals are ubiquitously applied in marketing campaigns. However, the effect of originality on preference is still not well understood. In a series of 3 studies, the authors examine the Read More »
The Effect Of Blurbs On Consumers’ Response
Blurbs on books have become a common advertising practice in bookstores, but their effectiveness is still questioned by the practice and no evidence can be found in the literature. As an Read More »
Private Label Alone? Consequences Of ‘Only-PL’ Assortments On Store Switching Intentions
Brand delisting refers to the removal of all items of a single brand, leading to the unavailability of the brand within a store. Recent professional publications indicate that national brand (NB) Read More »
Author: Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Irene Esteban-Millat, Juan Antonio Mondéjar-Jiménez, Francisco Rejón-Guardia
Contributor: eb™ Research Team
Extending Marketing’s Influence Earlier In The Development Cycle: Exploring Marketing Effects In
Marketing needs innovative approaches to show its influence at an early stage of product development. we propose an approach, building on simulation modeling, for exploring marketing effects for Read More »
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