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The Air War vs. the Ground Game: An Analysis of Multichannel Marketing in U.S. Presidential Elections 空战与地面战:美国总统选举中的多渠道营销分析
Mark. Sci. Pub Date : 2020-09-16 DOI: 10.1287/MKSC.2020.1241
Lingling Zhang, Doug J. Chung
{"title":"The Air War vs. the Ground Game: An Analysis of Multichannel Marketing in U.S. Presidential Elections","authors":"Lingling Zhang, Doug J. Chung","doi":"10.1287/MKSC.2020.1241","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1241","url":null,"abstract":"This study jointly examines the heterogeneous effects of television advertising and field operations in U.S. presidential elections.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132392654","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: 3
Upstream Exploitation and Strategic Disclosure 上游开发与战略披露
Mark. Sci. Pub Date : 2020-09-01 DOI: 10.1287/mksc.2019.1216
Liang Guo
{"title":"Upstream Exploitation and Strategic Disclosure","authors":"Liang Guo","doi":"10.1287/mksc.2019.1216","DOIUrl":"https://doi.org/10.1287/mksc.2019.1216","url":null,"abstract":"Incentive to mitigate upstream exploitation by input suppliers can yield intermediate disclosure where both very good and very bad news are withheld even when disclosure is costless.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"67 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133263940","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
Profiting from the Decoy Effect: A Case Study of an Online Diamond Retailer 从诱饵效应中获利:一个在线钻石零售商的案例研究
Mark. Sci. Pub Date : 2020-08-04 DOI: 10.1287/mksc.2020.1231
Chunhua Wu, Koray Cosguner
{"title":"Profiting from the Decoy Effect: A Case Study of an Online Diamond Retailer","authors":"Chunhua Wu, Koray Cosguner","doi":"10.1287/mksc.2020.1231","DOIUrl":"https://doi.org/10.1287/mksc.2020.1231","url":null,"abstract":"This paper validates the existence of the decoy effect in the online diamond market, quantifies its magnitude, and explores its managerial implications.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128740151","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: 17
Increasing Retailer Loyalty Through the Use of Cash Back Rebate Sites 通过使用现金返还折扣网站提高零售商的忠诚度
Mark. Sci. Pub Date : 2020-07-16 DOI: 10.1287/MKSC.2019.1202
Ye Qiu, R. Rao
{"title":"Increasing Retailer Loyalty Through the Use of Cash Back Rebate Sites","authors":"Ye Qiu, R. Rao","doi":"10.1287/MKSC.2019.1202","DOIUrl":"https://doi.org/10.1287/MKSC.2019.1202","url":null,"abstract":"Make retailer sites sticky by using cash back sites that reduce consumer search profitably.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134229481","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: 14
Frontiers: The Impact of Ad-Blockers on Online Consumer Behavior 前沿:广告拦截器对在线消费者行为的影响
Mark. Sci. Pub Date : 2020-07-16 DOI: 10.1287/mksc.2021.1309
Vilma Todri
{"title":"Frontiers: The Impact of Ad-Blockers on Online Consumer Behavior","authors":"Vilma Todri","doi":"10.1287/mksc.2021.1309","DOIUrl":"https://doi.org/10.1287/mksc.2021.1309","url":null,"abstract":"This paper investigates the impact of ad-blockers on online search and purchasing behaviors by empirically analyzing a consumer-level panel data set.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"47 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134244492","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: 20
Price Bargaining and Competition in Online Platforms: An Empirical Analysis of the Daily Deal Market 网络平台的价格议价与竞争:对团购市场的实证分析
Mark. Sci. Pub Date : 2020-07-14 DOI: 10.1287/MKSC.2019.1213
Lingling Zhang, Doug J. Chung
{"title":"Price Bargaining and Competition in Online Platforms: An Empirical Analysis of the Daily Deal Market","authors":"Lingling Zhang, Doug J. Chung","doi":"10.1287/MKSC.2019.1213","DOIUrl":"https://doi.org/10.1287/MKSC.2019.1213","url":null,"abstract":"The prevalence of online platforms opens new doors to traditional businesses for customer reach and revenue growth. This research investigates platform competition in a setting in which prices are determined by negotiations between platforms (specifically, their salespeople) and businesses. We compile a unique and comprehensive data set from the U.S. daily deal market, where merchants offer deals to generate revenues and attract new customers. We specify and estimate a two-stage supply-side model in which platforms and merchants bargain on the wholesale price of deals. Based on Nash bargaining solutions, our model generates insights into how bargaining power and bargaining position jointly determine price and firm profits. By working with a bigger platform, merchants enjoy a larger customer base, but they are subject to lower margins because of less bargaining power. Counterfactual results reveal that, in the absence of platform competition, merchants are worse off owing to their weaker bargaining position, but consumers experience lower prices, thus leading to an increase in total demand.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122788016","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: 26
The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment 顶级媒体服务对盗版搜索的影响:来自自然实验的证据
Mark. Sci. Pub Date : 2020-06-01 DOI: 10.1287/MKSC.2020.1256
Shijie Lu, Koushyar Rajavi, Isaac Dinner
{"title":"The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment","authors":"Shijie Lu, Koushyar Rajavi, Isaac Dinner","doi":"10.1287/MKSC.2020.1256","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1256","url":null,"abstract":"This paper examines the effect of over-the-top media services on consumers’ search for pirated video content in the entertainment industry","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114233392","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
Regulating Deceptive Advertising: False Claims and Skeptical Consumers 规范欺骗性广告:虚假声明和怀疑的消费者
Mark. Sci. Pub Date : 2020-05-27 DOI: 10.1287/mksc.2020.1221
Yue Wu, Tansev Geylani
{"title":"Regulating Deceptive Advertising: False Claims and Skeptical Consumers","authors":"Yue Wu, Tansev Geylani","doi":"10.1287/mksc.2020.1221","DOIUrl":"https://doi.org/10.1287/mksc.2020.1221","url":null,"abstract":"This paper studies interactions between dishonest firms, skeptical consumers, and regulations, and it finds that higher penalty for false statements can reduce consumer surplus, firm profits, and w...","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"2013 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127342666","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: 15
Strategic Research and Development Investment Decisions in the Pharmaceutical Industry 制药行业的战略研发投资决策
Mark. Sci. Pub Date : 2020-05-05 DOI: 10.1287/mksc.2020.1224
A. Rao
{"title":"Strategic Research and Development Investment Decisions in the Pharmaceutical Industry","authors":"A. Rao","doi":"10.1287/mksc.2020.1224","DOIUrl":"https://doi.org/10.1287/mksc.2020.1224","url":null,"abstract":"Do pharmaceutical firms respond to the actions of their competitors in research and development, and if so, how much? Answering this question has implications for policies aimed at incentivizing drug development, such as greater exclusivity protections and a faster Food and Drug Administration approval process. Although such policies lead to quicker realization of profits and/or more time to earn profits, they also intensify competition, thereby reducing per-firm profits. Which effect dominates depends on the degree of competition. To this end, I estimate a dynamic investment model using Phase 3 data. Solving the new equilibrium, I find that even though an expedited process and longer periods of market exclusivity increase competitive intensity, it could prompt increased entry into Phase 3, thereby encouraging innovation.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125275393","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: 8
Inspiration from the "Biggest Loser": Social Interactions in a Weight Loss Program 来自“最大的失败者”的灵感:减肥计划中的社会互动
Mark. Sci. Pub Date : 2020-05-01 DOI: 10.1287/MKSC.2018.1116
Kosuke Uetake, N. Yang
{"title":"Inspiration from the \"Biggest Loser\": Social Interactions in a Weight Loss Program","authors":"Kosuke Uetake, N. Yang","doi":"10.1287/MKSC.2018.1116","DOIUrl":"https://doi.org/10.1287/MKSC.2018.1116","url":null,"abstract":"We investigate the role of heterogeneous peer effects in encouraging healthy and sustainable lifestyles. Our analysis revolves around one of the largest and most extensive databases about weight loss, which contains well over 10 million observations that track individual participants' meeting attendance and progress in a large national weight loss program. A few key findings emerge. First, while higher weight loss among average performing peers leads to lower future weight loss for an individual, the effect of the top weight loss performer among peers leads to greater future weight loss for that same individual. Second, the discouraging effects from average peers and encouraging effects from top performing peers are magnified for individuals who struggled with weight loss in the past. Third, the encouraging effect of top performers has a long-run impact on an individual's weight loss success. Finally, we provide suggestive evidence that the discrepancy between the top and average performer effects is not likely an artifact of salience or informativeness of top performers, but instead, driven by its positive impact on the motivation to accomplish weight loss goals. Given our empirical findings, we discuss managerial implications on meeting design.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"53 97 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114165395","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: 17
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