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Market Segmentation: Conceptual and Methodological Foundations
TLDR
Introduction: the historical development segmentation bases segmentation methods tools for market segmentation. Expand
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A CROSS -NATIONAL INVESTIGATION INTO THE INDIVIDUAL AND NATIONAL CULTURAL ANTECEDENTS OF CONSUMER INNOVATIVENESS
The authors examine antecedents of consumer innovativeness in a cross-national context. They propose a framework that distinguishes individual difference variables and national cultural variables. ...
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Designing Conjoint Choice Experiments Using Managers' Prior Beliefs
The authors provide more efficient designs for conjoint choice experiments based on prior information elicited from managers about the parameters and their associated uncertainty. The authors use aExpand
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Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects
TLDR
The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements. Expand
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The stopping power of advertising: Measures and effects of visual complexity
TLDR
An analysis of 249 advertisements that were tested with eye-tracking shows that, as the authors hypothesize, feature complexity hurts attention to both the pictorial and the advertisement as a whole, its comprehensibility, and attitude toward the ad. Expand
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Marketing Analytics for Data-Rich Environments
The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within orExpand
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An investigation into the association pattern technique as a quantitative approach to measuring means-end chains
Abstract Means-end chain theory links products to consumers by postulating hierarchical relations between attributes of the product, consequences of product use and values of consumers. It has servedExpand
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Estimation and Testing
In this chapter we consider methods and procedures for the estimation of model parameters. In Section 16.1 we provide a treatment of a simple linear relation between one criterion variable and oneExpand
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Cross-Selling Through Database Marketing: A Mixed Data Factor Analyzer for Data Augmentation and Prediction
An important aspect of the new orientation on customer relationship marketing is the use of customer transaction databases for the cross-selling of new services and products. In this study, weExpand
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