Consumers are often skeptical of social innovation (e.g., CSR), thinking that firms undertake such innovations to increase profit rather than to “do the right thing.” How can firms convey the social and monetary benefits of investing in social innovations to consumers and stakeholders to best improve their brand image?…Read More
We show that financial reporting spurs consumer behavior. Using granular GPS data, we show that foot-traffic to firms’ commerce locations significantly increases in the days following their earnings announcements.…Read More
The topic of the Gig economy has received considerable attention recently. Once a small minority of low-skilled workers with relatively low income, the gig economy now attracts high-skilled workers who are opting to join a flexible workforce.…Read More
A fundamental question remains unanswered which I seek to address in this research: What is the actual value of novelty in pharmaceuticals to consumers?…Read More
This study aims to measure the impact of General Data Protection Regulations on firms and consumers. Specifically, we plan to document GDPR’s impact on consumers search and discovery of products, and firm’s ability to reach out and sell to a broad set of consumers.…Read More
Advances in intelligent technologies change the way consumers search and shop for products. Emerging is the trend of home-shopping devices such as Amazon’s Alexa and Google Home, which allow consumers to search or order products using voice commands.…Read More
We study how to optimally structure such consumer communities when the objective is to maximize the total or average amount of effort expended. …Read More
Mobile and Internet-of-things (IoT) devices increasingly enable tracking of user behavior, and they often provide real-time or immediate feedback to consumers in an effort to improve their conduct. Growing adoption of such technologies leads to an important question: “Does immediate feedback provided to users improve their behavior?”…Read More
Many technology products and platform markets are characterized by indirect network effects. These network effects arise when the benefit from using a product or a service increases with the use of a complementary product or service.…Read More
We investigate the impact of several different recommender algorithms (e.g., Amazon.com’s “Consumers who bought this item also bought”), commonly used in ecommerce and online services, on sales volume and diversity, using field experiment data on movie sales from a top retailer in North America. …Read More
In today’s connected world, individuals are no longer mere consumers of goods, information and services, but public producers of often valuable data. In fact, personal data is becoming such a core input that The Economist called it “the world’s most valuable resource” ahead of oil.…Read More
Brandon Hoffman (WG’15) discusses the role Samsung NEXT plays in transforming the customer experience that Samsung delivers.…Read More
As firms look to innovate, attention must be paid to the role cultural diversity (e.g. racial and gender diversity) plays in consumer interest in new products. In today’s society, firms need an understanding of how diversity can be used as an asset to engage consumers with their brands.…Read More
We study how retail stores’ multi-dimensioned service levels affect consumers’ buying behavior in a spatial setting. To this end, we propose the Double Block-Lasso BLP estimator, which combines the double selection procedure introduced in Belloni, Chernozhukov, and Hansen (2014), with demand estimation methods set forth in Berry, Levinsohn and Pakes (1995).…Read More
Deepa Prahalad, author of “Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business,” introduces design thinking frameworks that can create strong emotional engagement between customers and firms.…Read More
The ability to predict consumer preferences for new fashions by clothing manufacturer executives seems rather low. This is confirmed by secondary data on inventory markdowns and our pilot interviews with major manufacturers. …Read More
Wharton professor Serguei Netessine finds that even as consumers are deluged with a growing array of choices, they tend to remain loyal to familiar brands and products.…Read More
We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and Natural Language Processing algorithms.…Read More
We empirically examine the impact of expanded product variety on demand concentration using large data sets from the movie rental industry as our test bed. We find that product variety is likely to increase demand concentration.…Read More
There is a growing trend among consumers to serially consume small, incomplete “chunks” of multiple media types—television, radio, Internet, and print—within a short time period. We refer to this behavior as media multiplexing and note the key challenges for integrated marketing communications media planners.…Read More
