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 research, we examine the effect of the level of effort...

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 neglected to incorporate the compromise effect within...

Although the argument that unconscious inputs are often key determinants of consumer decision making is compelling, it may be overstated, particularly with respect to consumer choice. A comparison of the role of conscious inputs (e.g., the attributes of options in the choice set) and unconscious...

We propose that the variety a brand offers can influence brand quality perceptions, and consequently, affect brand choice, even when the available option set is held constant. Specifically, brands that offer greater variety of compatible (i.e., focused and internally consistent) options are...

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 conditions ("switchers"). In any reference state,...

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, which was not possible in prior studies. We...

The findings and value of market research depend critically on consumers' understanding of the research objectives and their roles. The present research presents a three-phase investigation of the impact of research participants' theories about their roles: (a) identifying the theories, (b)...

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. Specifically, marketers should develop "learning...

We provide a theoretical framework for studying mate search and selection based on a two-sided matching model. Guided by the model, we study dating behavior using data from an experimental dating market, where we generate random matching of subjects and create random variation in the number of...