Russell S. Winer

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T he essence of the information technology revolution and, in particular, the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. The Web allows companies to build better relationships with customers than has been previously possible in the offline world. By combining the abilities to respond directly to(More)
Advances in data collection and storage technologies have given rise to the “customer data intermediary” (CDI)—a firm that collects customer data to offer customer-specific marketing services to marketers. With widespread adoption of customer relationship management (CRM) and one-to-one (1:1) marketing, the demand for such services continues to grow. Extant(More)
C spend millions of dollars on advertising to boost a brand’s image and simultaneously spend millions of dollars on promotion that many believe calls attention to price and erodes brand equity. We believe this paradoxical situation exists because both advertising and promotion are necessary to compete effectively in dynamic markets. Consequently, brand(More)
Through five experiments, we provide a cognitive account of when and why nineending prices are perceived to be smaller than a price one cent higher. First, this occurs only when the leftmost digits of the prices differ (e.g., $2.99 vs. $3.00). Second, the left-digit effect also depends on the numerical and psychological distances between the target price(More)
The authors explore product category and customer characteristics that affect consumers’ likelihood of engaging in unplanned purchases. In addition, they examine consumer activities that can exacerbate or limit these effects. The authors employ a hierarchical modeling approach to test their hypotheses using a data set of in-store intercept interviews(More)
In previous research, a consumer’s decision to continue a service relationship is traditionally conceptualized as a function of the integration of customers' current and past levels of utility from a given service experience. We argue that current and past service experience should be augmented by incorporating future utility considerations as well. We(More)
Personalization services such as individual-specific advertising and couponing are a growth market. Some personalization service firms offer their services on an exclusive basis to manufacturers in a product category while others offer it on a non-exclusive basis. Some restrict the length of purchase history data used for personalization, while others use(More)