Marketing

We develop a methodology for the measurement of the parameters of cumulative prospect theory and time discounting models based on tools from the preference measurement literature. These parameters are typically elicited by presenting decision makers with a series of choices between hypothetical alternatives, gambles or delayed payments. We present a method for adaptively designing the sets of hypothetical choices presented to decision makers, and a method for estimating the preference function parameters which capture interdependence across decision makers as well as response error.

Discussion of different marketing strategies to employ during difficult times.  (Reprinted from "Marketing in Difficult Times," Effective Executive, July, 2009, pp. 11-18.)

Most studies of word-of-mouth (WOM) in marketing have concentrated either on aggregate outcomes (e.g., new product diffusion) or on the transmission process (i.e., "talking" or "sending" information). This paper instead focuses on the reception process at the individual level (i.e., "listening" to information), and addresses two questions: what makes people listen to WOM, and what are the drivers of the type and extent of WOM impact on recipients' brand attitudes and purchase intentions?

Much discussion has focused on the economic and financial issues related to the continued growth of China. Of equal importance are the marketing and branding issues. How Chinese managers develop and implement their marketing and branding strategies has enormous implications for the future growth of Chinese organizations.

To optimally allocate its marketing mix across customers, a firm needs to consider the evolution of its customers over time. Changes in the marketing environment, as well as intrinsic changes in preferences or needs, may discretely shift customers into different buying-behavior states. The ability to identify the dynamics in customer behavior and its drivers presents an opportunity for the firm to influence the movement of customers to more favorable states of buying behavior.