Vicki Gail Morwitz

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This is a preliminary draft. All comments and suggestions are welcome. Please do not quote without the author's permission. and in particular to the king of advisors, Don Lehmann, whom the author hopes he grows up to be like someday. ABSTRACT We explore consumer responses to stockouts, both in terms of consumer satisfaction with the decision process, and in(More)
Recent research has demonstrated that merely measuring an individual’s purchase intentions changes his or her subsequent behavior in the market. Several different alternative explanations have been proposed to explain why this “mere-measurement effect” occurs. However, these explanations have not been tested to date. The purpose of this article is to test(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)
Vol. XLIII (November 2006), 628–641 628 © 2006, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Suresh Ramanathan is Associate Professor of Marketing, Graduate School of Business, University of Chicago (e-mail: sramana1@gsb. uchicago.edu). Geeta Menon is Professor of Marketing and Harold MacDowell Faculty Fellow, Leonard N.(More)
BACKGROUND Microbicides for HIV/sexually transmitted infection (STI) prevention are still in development. Microbicide acceptability studies have thus focused on soliciting input from individuals about hypothetical products using traditional epidemiological and behavioral research methodologies. Here, we integrate a well-established market research method,(More)
Studies of the relationship between purchase intentions and purchase behavior have ignored the possibility that the very act of measurement may inflate the association between intentions and behavior, a phenomenon called “self-generated validity.” In this research, the authors develop a latent model of the reactive effects of measurement that is applicable(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)
Consumers’ budgets are influenced by the temporal frame used for the budget period. Budgets planned for the next month are much lower than recorded expenses, while those for the next year are closer to recorded expenses (study 1). The difficulty of estimating budgets for the next year imparts low confidence and leads to upward adjustment. When consumers’(More)
Recent research has demonstrated that merely measuring consumers’ purchase intentions changes their subsequent purchase behavior. Several different alternative explanations have been proposed to explain why this “mere-measurement effect” occurs. However, these explanations have not been tested to date. The purpose of this paper is to test several competing(More)
We explore the use of shopping lists as an external memory aid to consumers’ grocery shopping by examining the factors that influence the content ofconsumers’ shopping lists and the effectiveness of shopping lists as external memory aids. We analyze the shopping lists and actual purchase behavior of a panel of consumers during multiple grocery shopping(More)