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Optimizing User Engagement Through Adaptive Ad Sequencing 通过自适应广告排序优化用户粘性
2区 管理学
Marketing Science Pub Date : 2023-09-01 DOI: 10.1287/mksc.2022.1423
Omid Rafieian
{"title":"Optimizing User Engagement Through Adaptive Ad Sequencing","authors":"Omid Rafieian","doi":"10.1287/mksc.2022.1423","DOIUrl":"https://doi.org/10.1287/mksc.2022.1423","url":null,"abstract":"This paper develops an offline reinforcement learning framework that identifies and evaluate the ad sequencing policy that optimizes user engagement.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135895722","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
Advertising as a Reminder: Evidence from the Dutch State Lottery 广告提醒:来自荷兰国家彩票的证据
2区 管理学
Marketing Science Pub Date : 2023-09-01 DOI: 10.1287/mksc.2022.1405
Chen He, Tobias Klein
{"title":"Advertising as a Reminder: Evidence from the Dutch State Lottery","authors":"Chen He, Tobias Klein","doi":"10.1287/mksc.2022.1405","DOIUrl":"https://doi.org/10.1287/mksc.2022.1405","url":null,"abstract":"We show that advertising can act as a reminder for consumers who intend to buy a product.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134971486","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: 4
Focus on Authors 关注作者
2区 管理学
Marketing Science Pub Date : 2023-09-01 DOI: 10.1287/mksc.2023.focusonausv42.n5
{"title":"Focus on Authors","authors":"","doi":"10.1287/mksc.2023.focusonausv42.n5","DOIUrl":"https://doi.org/10.1287/mksc.2023.focusonausv42.n5","url":null,"abstract":"","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135347638","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
The Design and Targeting of Compliance Promotions 合规推广的设计和目标
2区 管理学
Marketing Science Pub Date : 2023-09-01 DOI: 10.1287/mksc.2022.1420
Øystein Daljord, Carl F. Mela, Jason M. T. Roos, Jim Sprigg, Song Yao
{"title":"The Design and Targeting of Compliance Promotions","authors":"Øystein Daljord, Carl F. Mela, Jason M. T. Roos, Jim Sprigg, Song Yao","doi":"10.1287/mksc.2022.1420","DOIUrl":"https://doi.org/10.1287/mksc.2022.1420","url":null,"abstract":"This paper addresses how and when to extrapolate experimental results for normative policy analysis, particularly in the context of compliance promotions in which consumers can self-select into treatment.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135736240","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: 1
Identifying State Dependence in Brand Choice: Evidence from Hurricanes 识别品牌选择中的国家依赖:来自飓风的证据
2区 管理学
Marketing Science Pub Date : 2023-09-01 DOI: 10.1287/mksc.2022.1415
Julia Levine, Stephan Seiler
{"title":"Identifying State Dependence in Brand Choice: Evidence from Hurricanes","authors":"Julia Levine, Stephan Seiler","doi":"10.1287/mksc.2022.1415","DOIUrl":"https://doi.org/10.1287/mksc.2022.1415","url":null,"abstract":"The paper analyzes stockouts resulting from hurricanes to study whether consumers are persistent in their brand choices.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135736231","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: 1
For-Sale-by-Owner Platforms and Intermediation Pricing: Evidence from a Natural Experiment 业主代售平台与中介定价:来自自然实验的证据
IF 5 2区 管理学
Marketing Science Pub Date : 2023-08-23 DOI: 10.1287/mksc.2022.0245
Qiyuan Wang
{"title":"For-Sale-by-Owner Platforms and Intermediation Pricing: Evidence from a Natural Experiment","authors":"Qiyuan Wang","doi":"10.1287/mksc.2022.0245","DOIUrl":"https://doi.org/10.1287/mksc.2022.0245","url":null,"abstract":"This paper shows that the entry of a for-sale-by-owner platform reduces the intermediation pricing.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73274862","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
Pricing Strategy of Competing Media Platforms 竞争媒体平台的定价策略
IF 5 2区 管理学
Marketing Science Pub Date : 2023-08-21 DOI: 10.1287/mksc.2021.0092
Wilfred Amaldoss, Jinzhao Du, Woochoel Shin
{"title":"Pricing Strategy of Competing Media Platforms","authors":"Wilfred Amaldoss, Jinzhao Du, Woochoel Shin","doi":"10.1287/mksc.2021.0092","DOIUrl":"https://doi.org/10.1287/mksc.2021.0092","url":null,"abstract":"Competing media platforms’ equilibrium pricing strategies in the presence of cross-side externalities between consumers and advertisers and their endogenous homing decisions.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79166310","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: 2
When the Data Are Out: Measuring Behavioral Changes Following a Data Breach 当数据泄露:测量数据泄露后的行为变化
2区 管理学
Marketing Science Pub Date : 2023-08-16 DOI: 10.1287/mksc.2019.0208
Dana Turjeman, Fred M. Feinberg
{"title":"When the Data Are Out: Measuring Behavioral Changes Following a Data Breach","authors":"Dana Turjeman, Fred M. Feinberg","doi":"10.1287/mksc.2019.0208","DOIUrl":"https://doi.org/10.1287/mksc.2019.0208","url":null,"abstract":"This paper investigates users’ reactions to a massive and highly sensitive data breach via an array of causal inference methodologies.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136391323","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
Making a Smooth Exit? Menthol Bans and Cigarette Sales in Massachusetts 顺利退出?马萨诸塞州薄荷醇禁令和香烟销售
2区 管理学
Marketing Science Pub Date : 2023-08-10 DOI: 10.1287/mksc.2022.0361
Ali Goli, Simha Mummalaneni, Pradeep K. Chintagunta
{"title":"Making a Smooth Exit? Menthol Bans and Cigarette Sales in Massachusetts","authors":"Ali Goli, Simha Mummalaneni, Pradeep K. Chintagunta","doi":"10.1287/mksc.2022.0361","DOIUrl":"https://doi.org/10.1287/mksc.2022.0361","url":null,"abstract":"Bans on menthol cigarettes are ineffective if consumers can bypass them. Taxes might be better because they reduce smoking and generate more tax revenue.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135494289","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
Put Your Mouth Where Your Money Is: A Field Experiment Encouraging Donors to Share About Charity 把你的嘴放在你的钱在哪里:一个鼓励捐赠者分享慈善事业的实地实验
IF 5 2区 管理学
Marketing Science Pub Date : 2023-08-08 DOI: 10.1287/mksc.2023.1450
Ike Silver, Deborah A. Small
{"title":"Put Your Mouth Where Your Money Is: A Field Experiment Encouraging Donors to Share About Charity","authors":"Ike Silver, Deborah A. Small","doi":"10.1287/mksc.2023.1450","DOIUrl":"https://doi.org/10.1287/mksc.2023.1450","url":null,"abstract":"Evidence from a large, preregistered field experiment reveals that making the social impact case for sharing can reduce concerns about bragging and increase word-of-mouth in the domain of charity.","PeriodicalId":48382,"journal":{"name":"Marketing Science","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86305747","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
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