Canada’s universal health insurance system leads to the under-provision of disease prevention by consumers. This paper demonstrates that a public health education campaign designed to increase coverage of preventive treatment can easily have the opposite effect. Using a model of targeted...

This study investigates the congruence between consumer personalities and product images based on the self-congruity perspective. In addition, consumer personality-product image congruence was examined to determine its influences on consumer product preference. Data were obtained from 335...

The objective of this research is to determine the effect of fast food advertisement on Malay children’s preferences, aged between 4 to 6 years old. Previous literature suggested that children could be influenced by fast food advertisement. Therefore, we would like to investigate if Malay...

Customer involvement has been recognized as a key factor for successful service development. One important aspect affecting the outcome of new service development (NSD) projects in whose development customers are involved is the choice of the appropriate participating customer. This study...

Partly due to a growing interest in direct marketing, it has become an important application field for data mining. Many techniques have been applied to select the targets in commercial applications, such as statistical regression, regression trees, neural computing, fuzzy clustering and...

We discuss how regression discontinuity designs arise naturally in settings where firms target marketing activity at consumers, and discuss how this aspect may be exploited for econometric inference of causal effects of marketing effort. Our main insight is to use commonly observed discreteness...

Various studies have been done to further understand adolescent skepticism, its antecedents and consequences, and the affect of skepticism on the processing of advertising and persuasion attempts among adolescents. Given the substantial purchasing power and advertising dollars currently spent on...

This paper describes and evaluates privacy-friendly methods for extracting quasi-social networks from browser behavior on user-generated content sites, for the purpose of finding good audiences for brand advertising (as opposed to click maximizing, for example). Targeting social-network...

We introduce three types of consumer recognition: identity recognition, asymmetric preference recognition, and symmetric preference recognition. We characterize price equilibria and compare profits, consumer surplus, and total welfare. Asymmetric preference recognition enhances profits compared...

Der vorliegende Beitrag widmet sich den Stereotypen im Technikmarketing. Hierzu werden, aufbauend auf den Grundlagen der Stereotype und des Technikmarketing, die häufigsten weiblichen und männlichen Geschlechtsstereotype im Technikmarketing vorgestellt und deren Verwendung anhand von...