Marketing Science最新文献_第4页

Focus on Authors 关注作家

IF 5 2区管理学

Marketing Science Pub Date : 2024-05-13 DOI: 10.1287/mksc.2024.focusonaus.v43.n3

引用次数: 0

Frontiers: Digital Hermits 前沿：数字隐士

IF 5 2区管理学

Marketing Science Pub Date : 2024-05-09 DOI: 10.1287/mksc.2023.0612

Jeanine Miklós-Thal, Avi Goldfarb, Avery Haviv, Catherine Tucker

引用次数: 0

Designing Loot Boxes: Implications for Profits and Welfare 设计战利品箱：对利润和福利的影响

IF 5 2区管理学

Marketing Science Pub Date : 2024-05-07 DOI: 10.1287/mksc.2023.0007

Jin Miao, Sanjay Jain

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引用次数: 0

Multiattribute Search: Empirical Evidence and Information Design 多属性搜索：经验证据与信息设计

IF 5 2区管理学

Marketing Science Pub Date : 2024-04-30 DOI: 10.1287/mksc.2022.0177

Pedro M. Gardete, Megan Hunter

引用次数: 0

Don’t Hurry, Be Happy! The Bright Side of Late Product Release 别急，开心点晚发布产品的好处

IF 5 2区管理学

Marketing Science Pub Date : 2024-04-30 DOI: 10.1287/mksc.2023.0393

Mushegh Harutyunyan, Chakravarthi Narasimhan

引用次数: 0

Where Does Advertising Content Lead You? We Created a Bookstore to Find Out 广告内容会将您引向何方？我们创建了一个书店来探寻答案

IF 5 2区管理学

Marketing Science Pub Date : 2024-04-26 DOI: 10.1287/mksc.2023.0138

Ilya Morozov, Anna Tuchman

{"title":"Where Does Advertising Content Lead You? We Created a Bookstore to Find Out","authors":"Ilya Morozov, Anna Tuchman","doi":"10.1287/mksc.2023.0138","DOIUrl":"https://doi.org/10.1287/mksc.2023.0138","url":null,"abstract":"We study how advertising content influences consumers’ decisions. To this end, we create a simulated online bookstore that imitates a real online shopping experience. We then conduct a preregistered and incentive-compatible experiment in which we randomly expose store visitors to display ads, randomizing both advertising exposures and content. We find that ad content plays a major role in shaping advertising effects. Ads that reveal a book’s low price consistently increase demand for the advertised book relative to ads that do not reveal price. By contrast, ads that reveal the book’s genre induce some consumers to search and buy the book but lead others to reject it without search. We show these polarized responses can increase or decrease the total number of searches and purchases of the advertised book depending on the share of consumers who favor the revealed genre. Our findings suggest that advertisers should carefully choose which product attributes to reveal in their ad copies. We also show that revealing product attributes in ads does not change the total amount of search. Taken together, our results suggest the primary role of ad content is to affect consumers’ beliefs about the advertised book rather than to alter the perceived benefits from search.History: Catherine Tucker served as the senior editor for this article.Funding: This work was supported by Amazon Research Award. All authors certify that they have no affiliations with or involvement in an any organization or entity with any financial or non-financial interest in the subject matter or materials discussed in this manuscript.Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mksc.2023.0138. The preregistration document is available at https://aspredicted.org/m3jm2.pdf. Our public data repository at https://github.com/ilyamorozov/adContent contains data, codes, and a written tutorial with instructions on how to create a simulated online store.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2024-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140798841","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Frontiers: Can Large Language Models Capture Human Preferences? 前沿：大型语言模型能否捕捉人类偏好？

IF 5 2区管理学

Marketing Science Pub Date : 2024-04-25 DOI: 10.1287/mksc.2023.0306

Ali Goli, Amandeep Singh

引用次数: 0

Commentary on “Frontiers: Breaking the Glass Ceiling: Empowering Female Entrepreneurs Through Female Mentors” 评论 "前沿：打破玻璃天花板打破玻璃天花板：通过女性导师为女性企业家赋权" 发表评论

IF 5 2区管理学

Marketing Science Pub Date : 2024-04-22 DOI: 10.1287/mksc.2024.0802

Ting Zhang

引用次数: 0

Using Text Analysis in Parallel Mediation Analysis 在平行调解分析中使用文本分析