Esther Thorson

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This article addresses the question of how people process news photographs and news stories as a function of their scores on 2 scales designed to measure 2 " cogni-tive styles " called visualizing and verbalizing. Although newspaper practitioners believe news photos enhance the newspaper reading process, research has not demonstrated a clearly positive(More)
Few studies address the marketing budgeting problems of platform firms operating in two-sided markets with cross-market network effects, such that demand from one customer group in the platform influences the demand from the other customer group. Yet such firms (e.g., newspapers whose customers are both subscribers and advertisers) are prevalent in the(More)
When deciding about changes in levels of multiple marketing investments aimed at improving profits, managers need to know whether they are on the uphill side or the downhill side of the profit function with respect to each investment variable. Spending errors made by an uphill-located firm that believes that it is a downhill-located firm can have serious(More)
i ACKNOWLEDGEMENTS I would like to express my great appreciation for Dr. Esther Thorson. She has been a very skilled dissertation supervisor and academic advisor. Dr. Thorson has supported and encouraged me since my first day of doctoral studies. She has taught me how to be a scholar and also implanted what a scholar should be in my mind. I will always be(More)
Companies know the amount of profit they make, but may not know whether they are operating on the uphill side or downhill side of the profit function with respect to each marketing investment variable. We first identify the risks of an uphill-located firm acting as if it were a downhill-located firm. Then, we develop a diagnostic tool to infer a company's(More)
This commentary overviews the look of health news in American print journalism and the research that suggests how health news creates influence at both the individual and policy levels. Crime and violence are argued to be public health issues, but unfortunately they are often not treated as such. There is clearly room for improvement in all areas of health(More)
  • JEREMY LITTAU, Jeremy Littau, Clyde Bentley, Esther Thorson, Doug Raber, Larry Wallace
  • 2007
The undersigned, appointed by the dean of the Graduate School, have examined the [thesis or dissertation] entitled presented by Jeremy Littau, a candidate for the degree of master of arts, and hereby certify that, in their opinion, it is worthy of acceptance. DEDICATION This work is dedicated to my wife Amy White. It is difficult to imagine life without(More)
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