This paper develops a model for the estimation and analysis of demand in the context of social interactions. Decisions made by a group of customers are modeled to be an equilibrium outcome of an empirical discrete game, such that all group members must be satisfied with chosen outcomes. The...

In social change contexts such as conservation or public health, marketing can communicate information, nudge people toward more socially aligned behavior, or encourage adoption of long-run solutions that permanently shift personal outcomes and/or social spillovers. These marketing options, if...