Decision Making & Negotiations

The modal scientific approach in consumer research is to deduce hypotheses from existing theory about relationships between theoretic constructs, test those relationships experimentally, and then show “process” evidence via moderation and mediation. This approach has its advantages, but other styles of research also have much to offer. We distinguish among alternative research styles in terms of their philosophical orientation (theory-driven vs. phenomenon-driven) and their intended contribution (understanding a substantive phenomenon vs. building or expanding theory).

We study a seller that starts with an initial inventory of goods, has a target horizon over which to sell the goods, and is subject to a set of financial milestone constraints on the revenues and sales that need to be achieved at different time points along the sales horizon. We characterize the revenue maximizing dynamic pricing policy for the seller and highlight the effect of revenue and sales milestones on its structure.

In this report, the authors quantify the strategic relationship between brand management (brand equity) and customer management (the components of CLV), and demonstrate the role that marketing activities play in this relationship. They examine a unique database from the U.S. automobile market, comprised of 10 years of survey-based brand equity measures as well as acquisition rates, retention rates, and customer profitability.

This paper analyzes optimal decisions concerning the size of the sample and the price of the paid content for online publishers of digital information goods when sampling serves the dual purpose of disclosing content quality and generating advertising revenue. We show in a reduced-form model how the publisher?s optimal ratio of advertising revenue to sales revenue is linked to characteristics of both the content market and the advertising market.

In August 2009 Marvel Entertainment considers a merger with the Walt Disney Company. If Marvel shareholders approve the deal, each Marvel shareholder will receive $30 in cash and 0.7452 shares of Disney per Marvel share, together worth $50 - or a 29 premium over Marvel's stock price at that point in time.

We consider the optimal design of mortgage-backed securities (MBS) in a dynamic setting in which a mortgage underwriter with limited liability can engage in costly hidden effort to screen borrowers and can sell loans to investors. We show that (i) the timing of payments to the underwriter is the key incentive mechanism, (ii) the maturity of the optimal contract can be short, and that (iii) bundling mortgages is efficient as it allows investors to learn about underwriter effort more quickly, an information enhancement effect.

This paper studies the presence of hedge funds in the Chapter 11 process and their effects on bankruptcy outcomes. Hedge funds strategically choose positions in the capital structure where their actions could have a bigger impact on value. Their presence, especially as unsecured creditors, helps balance power between the debtor and secured creditors.

The disciplines of economics and political science, as well as applied climate science, have added a great deal to our understanding of the obstacles to the use of climate information. However, in order for climate information to be fully embraced and successfully implemented into risk management, the issue needs to be looked at in terms of risk communication in human decision makers — (as) individuals and (in) groups. What is special about human risk perception and decision making under risk and situations of uncertainty regarding climate?

Mad Men depicts advertising agency life as it was decades ago. The practice of creative meetings, like our culture, has evolved. But the aims, conflicts, displays, and compromises in advertising meetings are not markedly different than they were in the 1960s. This article provides some observations regarding creative meetings based on participant observation along with Mad Men examples.