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Introduction to the Special Issue on Marketing Science and Field Experiments 市场营销科学与现场实验特刊导论
Mark. Sci. Pub Date : 2020-11-04 DOI: 10.1287/mksc.2020.1266
Leif D. Nelson, D. Simester, K. Sudhir
{"title":"Introduction to the Special Issue on Marketing Science and Field Experiments","authors":"Leif D. Nelson, D. Simester, K. Sudhir","doi":"10.1287/mksc.2020.1266","DOIUrl":"https://doi.org/10.1287/mksc.2020.1266","url":null,"abstract":"This editorial introduces the special issue on marketing science and field experiments. We compare the characteristics of the papers that were submitted and accepted for the special issue and provide several recommendations for researchers. In general, we find field experiment research is greater in the areas of advertising and pricing with digital being the most common channel. We suggest that, beyond the estimation of effects and tests of hypotheses, field experiments can complement structural models; help train targeting policies; and also contribute to the nascent area of real-time, adaptive experimentation. We also discuss how field experiment research with a marketing science orientation can enhance and contribute in the areas of behavioral research and marketing strategy.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116135658","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 10
Examining Salesperson Effort Allocation in Teams: A Randomized Field Experiment 检验销售人员在团队中的努力分配:一个随机领域实验
Mark. Sci. Pub Date : 2020-11-01 DOI: 10.1287/MKSC.2019.1163
Jia Li, Noah Lim, Hua Chen
{"title":"Examining Salesperson Effort Allocation in Teams: A Randomized Field Experiment","authors":"Jia Li, Noah Lim, Hua Chen","doi":"10.1287/MKSC.2019.1163","DOIUrl":"https://doi.org/10.1287/MKSC.2019.1163","url":null,"abstract":"Using a field experiment, this paper examines how salespeople adjust their effort when coworker's ability changes, under different compensation contracts in a retailing context.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131651103","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 7
Critical Condition: People Don't Dislike a Corporate Experiment More Than They Dislike Its Worst Condition 危急情况:人们对公司实验的厌恶程度并不比最糟糕的情况更甚
Mark. Sci. Pub Date : 2020-11-01 DOI: 10.1287/MKSC.2019.1166
Robert Mislavsky, Berkeley J. Dietvorst, U. Simonsohn
{"title":"Critical Condition: People Don't Dislike a Corporate Experiment More Than They Dislike Its Worst Condition","authors":"Robert Mislavsky, Berkeley J. Dietvorst, U. Simonsohn","doi":"10.1287/MKSC.2019.1166","DOIUrl":"https://doi.org/10.1287/MKSC.2019.1166","url":null,"abstract":"Recent public backlash to corporate experimentation was likely caused by the policies the experiments contained rather than a more general “experiment aversion.”","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124415880","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 5
The Path to Click: Are You on It? 点击之路:你在走吗?
Mark. Sci. Pub Date : 2020-10-30 DOI: 10.1287/MKSC.2020.1253
Savannah Wei Shi, M. Trusov
{"title":"The Path to Click: Are You on It?","authors":"Savannah Wei Shi, M. Trusov","doi":"10.1287/MKSC.2020.1253","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1253","url":null,"abstract":"An eye-tracking study that examines consumers’ dynamic visual inspection on search engines.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129321158","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 11
Impact of Political Television Advertisements on Viewers' Response to Subsequent Advertisements 政治电视广告对观众对后续广告反应的影响
Mark. Sci. Pub Date : 2020-10-27 DOI: 10.1287/mksc.2020.1260
Beth L. Fossen, Girish Mallapragada, A. De
{"title":"Impact of Political Television Advertisements on Viewers' Response to Subsequent Advertisements","authors":"Beth L. Fossen, Girish Mallapragada, A. De","doi":"10.1287/mksc.2020.1260","DOIUrl":"https://doi.org/10.1287/mksc.2020.1260","url":null,"abstract":"We investigate how political ads on television impact how viewers respond to subsequent nonpolitical ads.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125074400","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 9
Optimizing Price Menus for Duration Discounts: A Subscription Selectivity Field Experiment 优化价格菜单的持续折扣:订阅选择性现场实验
Mark. Sci. Pub Date : 2020-10-21 DOI: 10.1287/mksc.2020.1265
Longxiu Tian, F. Feinberg
{"title":"Optimizing Price Menus for Duration Discounts: A Subscription Selectivity Field Experiment","authors":"Longxiu Tian, F. Feinberg","doi":"10.1287/mksc.2020.1265","DOIUrl":"https://doi.org/10.1287/mksc.2020.1265","url":null,"abstract":"Subscription services typically offer duration discounts , rewarding longer commitments with lower per-period costs. The “menu” of contract plan prices must be balanced to encourage potential customers to select into subscription overall and to nudge those that do to more profitable contracts. Because subscription menu prices change infrequently, they are difficult to optimize using historical pricing data alone. We propose that firms solve this problem via an experiment and a model that jointly accounts for whether to opt in and, conditionally, which plan to choose. To that end, we conduct a randomized online pricing experiment that orthogonalizes the “elevation” and “steepness” of price menus for a major dating pay site. Users’ opt-in and plan choice decisions are analyzed using a novel model for correlated binary selection and multinomial conditional choice, estimated via Hamiltonian Monte Carlo. Benchmark comparisons suggest that common models of consumer choice may systematically misestimate price substitution patterns, and that a key consideration is the distinctiveness of the opt-out (e.g., nonsubscription) option relative to others available. Our model confirms several anticipated pricing effects (e.g., on the margin, raising prices discourages both opt-in overall and choice of any higher-priced plans), but also some that alternative models fail to capture, most notably that across-the-board pricing increases have a far lower negative impact than standard random-utility models would imply. Joint optimization of the menu’s component prices suggests the firm has set them too low overall, particularly so for its longest-duration plan.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127075003","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 5
Economic Impact of Category Captaincy: An Examination of Assortments and Prices 品类领先的经济影响:品种和价格的检验
Mark. Sci. Pub Date : 2020-10-19 DOI: 10.1287/MKSC.2020.1251
M. Viswanathan, Om Narasimhan, G. John
{"title":"Economic Impact of Category Captaincy: An Examination of Assortments and Prices","authors":"M. Viswanathan, Om Narasimhan, G. John","doi":"10.1287/MKSC.2020.1251","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1251","url":null,"abstract":"An empirical examination of the impact of category captaincy on assortments and prices","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"98 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123078734","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
The End of the Express Road for Hybrid Vehicles: Can Governments' Green Product Incentives Backfire? 混合动力汽车高速公路的终结:政府的绿色产品激励会适得其反吗?
Mark. Sci. Pub Date : 2020-10-08 DOI: 10.1287/mksc.2020.1239
Cheng He, O. Ozturk, Chris Gu, Jorge M. Silva-Risso
{"title":"The End of the Express Road for Hybrid Vehicles: Can Governments' Green Product Incentives Backfire?","authors":"Cheng He, O. Ozturk, Chris Gu, Jorge M. Silva-Risso","doi":"10.1287/mksc.2020.1239","DOIUrl":"https://doi.org/10.1287/mksc.2020.1239","url":null,"abstract":"We empirically study the impact of the HOV-incentive launch and termination on green and non‐green product demand in the U.S. automobile industry.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"753 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116113105","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 11
Referral Reward Size and New Customer Profitability 推荐奖励规模和新客户盈利能力
Mark. Sci. Pub Date : 2020-10-05 DOI: 10.1287/MKSC.2020.1242
H. M. Wolters, C. Schulze, Karen Gedenk
{"title":"Referral Reward Size and New Customer Profitability","authors":"H. M. Wolters, C. Schulze, Karen Gedenk","doi":"10.1287/MKSC.2020.1242","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1242","url":null,"abstract":"Managers use referral reward programs to stimulate positive word of mouth by rewarding existing customers for every new customer they successfully refer. A key decision variable in these programs is the referral reward size—but what are the effects of offering smaller versus larger rewards? Whereas previous research has studied the impact of referral reward size on the number of referred new customers, we, for the first time, investigate its effect on the profitability of referred new customers. We analyze a field experiment involving more than 160,000 bank customers and test the generalizability of the results with archival data from approximately 270,000 telecommunication customers. In both studies, we find that even though larger referral rewards lead to the acquisition of more new customers, they considerably decrease the profitability of referred new customers. Managers need to take both of these effects into account when deciding about their program design.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115896147","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 19
When Franchisee Service Affects Demand: An Application to the Car Radiator Market and Resale Price Maintenance 当加盟商服务影响需求:汽车散热器市场应用及转售价格维持
Mark. Sci. Pub Date : 2020-09-25 DOI: 10.1287/MKSC.2020.1243
Tongil Kim
{"title":"When Franchisee Service Affects Demand: An Application to the Car Radiator Market and Resale Price Maintenance","authors":"Tongil Kim","doi":"10.1287/MKSC.2020.1243","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1243","url":null,"abstract":"This study provides a novel empirical framework to quantify the effect of a firm’s unobserved endogenous service on demand, in conjunction with endogenous price.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"144 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131728433","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 4
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