Consumer Behavior

Why has the service factory model failed to live up to its original promise? To answer this question, we start with a basic concept: service is doing the work of your customer. As a result, it requires a high level of contact, communication and coordination with your customers. To deliver truly excellent service, therefore, requires a level of customer intimacy. That is, a service provider needs to know individual customers being served in order to deliver service that, in addition to being efficient, is also personal and effective in fulfilling their total service requirements.

Two and three-dimensional variants of Hotelling's (1929) model of differentiated products are analyzed. In the setup, consumers can place different importances on each product attribute; these are measured by weights on the disutility of distance in each dimension. Two firms play a two-stage game; they choose locations in stage 1 and prices in stage 2. Subgame-perfect equilibria are sought. It is found that all such equilibria have maximal differentiation in one dimension only; in all other dimensions they have minimum differentiation.

In this paper we address periodic base-stock policies for stochastic economic lot scheduling problems. These represent manufacturing settings in which multiple items compete for the availability of a common capacity source, in the presence of setup times and/or costs, incurred when switching between items, and in the presence of uncertainty regarding demand patterns, production, and setup times. Under periodic base-stock policies, items are produced according to a given periodic item-sequence.

We consider a distribution system consisting of a single warehouse and many geographically dispersed retailers. Each retailer faces demands for a single item which arise a deterministic, retailer specific rate. The retailers' stock is replenished by a fleet of vehicles of limited capacity, departing and returning to the warehouse and combining deliveries into efficient routes. The cost of any given route consists of a fixed component and a component which is proportional with the total distance driven. Inventory costs are proportional with the stock levels.

As agriculture is one area of the economy that will be affected by climate change in a direct and major fashion, the perceptions, judgments, and actions of farmers are a crucial component in the determination of the immediate and ultimate consequences of climate change and are the topic of this chapter.

Marketers are making increasing use of very brief messages that mention just a brand name or a brand name with a short headline, as in event sponsorship and program endorsements. There has been debate over the effectiveness of these "advertising fragments." This paper introduces an approach for controlled testing of the effects of advertising fragments. Using a reaction-time based procedure, we show that a key effect of advertising fragments is to revive established brand associations, even though these associations are not explicitly communicated.

We define sources of heterogeneity in consumer utility functions related to individual differences in response tendencies, drivers of utility, form of the consumer utility function, perceptions of attributes, state dependencies, and stochasticity. A variety of alternative modeling approaches are reviewed that accommodate subsets of these various sources including clusterwise regression, latent structure models, compound distributions, random coefficients models, etc. We conclude by defining a number of promising research areas in this field.

A study examines the long-term effects of promotion and advertising on consumers' brand choice behavior. Some 8 1/4 years of panel data for frequently purchased packaged goods are used to address 2 questions: 1. Do consumers' responses to marketing mix variables, such as price, change over a long period of time? 2. If yes, are these changes associated with changes in manufacturers' advertising and retailers' promotional policies? Using these results, implications for manufactures' pricing, advertising and promotion policies are drawn.

In the chapter, we review existing literature and offer some new empirical evidence concerning developmental trends in intrinsic and extrinsic motivation. We then examine several possible explanations for these developmental findings and consider their implications for social and educational policy.