Marketers often use A/B testing as a tool to compare marketing treatments in a test stage and then deploy the better-performing treatment to the remainder of the consumer population. While these tests have traditionally been analyzed using hypothesis testing, we re-frame them as an explicit...

Search engines record the queries that users submit, including a large number of queries that include brand names. This data holds promise for assessing brand health. However, before adopting brand search volume as a brand metric, marketers should understand how brand search relates to...

Conjoint is one of the most popular methods in marketing research, widely used to understand how customers trade-off features of a product. Since product images have a strong influence on customer choice, it is natural to include images in conjoint studies. However, estimating the effect of...

Despite the dramatic upswing in the frequency and severity of data breaches, little is known about their effects on online customers’ behavior. To this end, we measure individual-level activity changes for a website that suffered an extreme data breach, one for which widespread media attention...

Research examining the process of individual decision making over time is briefly reviewed. We focus on two major areas of work in choice dynamics: research that has examined how current choices are influenced by the history of previous choices, and newer work examining how choices may be made...

Increased access to individual customers and their purchase histories has led to a growth in targeted promotions, including the practice of offering different pricing policies to prospective, as opposed to current, customers. Prior research on targeted promotions has adopted a tenet of the...

Nowadays, most of our activities and personal details are recorded by one entity or another. These data are used for many applications that fundamentally enrich our lives, such as navigation systems, social networks, search engines, and health monitoring. On the darker side of data collection...

A common goal in marketing research is to understand how one evaluates products that have been filtered through some type of screening or selection process. Typical examples include post-choice satisfaction ratings, certain free recall tasks, or the development of consideration sets followed by...

Charities seeking donations usually employ an "appeals scale," a set of specific suggested amounts presented directly to potential donors. Choosing them well is crucial: if charities select overly high scale points, they risk their being ignored or even alienating donors and receiving nothing,...