Working Papers

This research examines the dynamic process of inference updating. We present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (…

We focus on three critical areas of future research on regulatory fit. The first focuses on how regulatory orientation gets sustained. We argue that there are two distinct approaches that bring about the just right feeling: (1) process-based (…

Discrete choice models of aggregate demand, such as the random coefficients logit, can handle large differentiated products categories parsimoniously while still providing flexible substitution patterns. However, the discrete choice assumption…

In the context of introducing new products around the world, it is important to understand the relative attractiveness of various countries in terms of maximum penetration potential and diffusion speed. In this paper, we examine these market…

We utilize an experimental Speed Dating service to examine racial preferences in mate selection. Our data allow for the direct observation of individual decisions of randomly paired individuals; we may therefore directly infer racial preferences…

The compromise effect denotes the finding that brands gain share when they become the intermediate rather than an extreme option in a choice set (Simonson 1989). Despite the robustness and importance of this phenomenon, choice modelers have…

When purchasing products, consumers often need to decide on the highest price they are willing to pay (WTP) and, when selling products, on the lowest price they are willing to accept (WTA). In this research, we contrast the determinants of WTP…

In a preliminary study with 279 MBAs from two European and three North American business schools we find that reputation-related attributes of caring about employees, environmental sustainability, community/ stakeholder relations, and ethical…

Over the past decade, marketers have been challenged by proponents of individual marketing (e.g., one-to-one marketing, mass customization, personalization) to shift from a focus on market segments to making individually customized offers.…

In a choice between any two options, decision makers can be divided into three segments: those who strongly prefer the first option, those who strongly prefer the second option, and those who might choose either option depending on the particular…

We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. There are two effects of offering a targeted product: (i) if a consumers favorite product is…

Over the past few years, customer relationship management and loyalty programs (LPs) have been widely adopted by companies and have received a great deal of attention from marketers, consultants, and, to a lesser degree, academics. In this…

This paper reports results from a longitudinal field experiment examining the evolution of relationships between consumers and an on-line photography brand in response to brand personality and transgression manipulations. Development patterns…

This chapter discusses the significance of distinctiveness theory for understanding advertising persuasion in multicultural marketplaces. First, we define distinctiveness theory, reviewing the initial empirical tests that formed the…

Using globalization and contingency theory, this paper develops a supplier-based model of global account management (GAM). The model comprises the multinational suppliers industry globalization drivers, the multinational customers extent of…

The purpose of this study is to investigate the relationships between firm resources and performance. We divide firm resources into two types: primary resources and support resources. Primary resources include technological assets and…

Prior research suggests that consumers evaluate firms more negatively if they attribute the firms business practices to firm-serving motivations rather than to motivations that serve the public good. The authors propose an alternative hypothesis…

Using globalization and contingency theory, this paper develops a model of global account management (GAM). The model comprises the multinational suppliers industry globalization drivers, the multinational customers extent of globally coordinated…

Although prescriptive models of strategic decision-making abound, little is known about how managers actually reason about competitors when they make decisions. Recent empirical research describes how/why rivals react to a firms past actions, but…

This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. We conducted four studies to examine how the symbolic and…