A Segmentation Model for the Targeted Marketing of Consumer Durables

Bayus, Barry L.; Mehta, R. K.

doi:10.1177/002224379503200408

Cited by 14 publications

(9 citation statements)

References 23 publications

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“…Similar parallels can be made for the simultaneous multi‐battle contests. Our experimental results are consistent with the management literature that advocates disciplined, strategically‐focused processes as opposed to the traditional “spray and pray” or “one size fits all” approach that emerges from the theoretical analysis (Bayus and Mehta ). Since in practice it is often hard to identify patent races because firms may file for patents for reasons other than outperforming their rivals, there is severe scarcity of field studies.…”

Section: Introductionsupporting

confidence: 87%

Multi‐battle Contests: An Experimental Study

Mago

Sheremeta²

2017

Southern Economic Journal

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We examine behavior of subjects in simultaneous and sequential multi-battle contests, where each individual battle is modeled as an all-pay auction with complete information. In simultaneous bestof-three contests, subjects are predicted to make positive bids in all three battles, but we find that subjects often make positive bids in only two battles. In sequential contests, theory predicts sizable bids in the first battle and no bids in the subsequent battles. Contrary to this prediction, subjects significantly underbid in the first battle and overbid in subsequent battles. Consequently, instead of always ending in the second battle, contests often proceeds to the third battle. Finally, although the aggregate bid in simultaneous contests is similar to that in sequential contests, in both settings, subjects make higher aggregate bids than predicted. The observed behavior of subjects can be rationalized by a combination of multi-dimensional iterative reasoning and a non-monetary utility of winning.JEL Classifications: C72, C91, D72

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Section: Introductionsupporting

confidence: 87%

Multi‐battle Contests: An Experimental Study

Mago

Sheremeta²

2017

Southern Economic Journal

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“…A major issue is that data collection systems such as scanner data are uncommon for durables (Bayus and Mehta 1995) or services, though this situation is fortunately changing. Because we study only one case of a product-harm crisis, external validity for other categories and/or settings is questionable.…”

Section: Conclusion and Future Researchmentioning

confidence: 99%

Consumer learning in a turbulent Market environment: Modeling Consumer Choice Dynamics after a Product-harm Crisis

Zhao¹,

Ying²,

Helsen

2011

Journal of Marketing Research

123

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the authors empirically study consumer choice behavior in the wake of a product-harm crisis, which creates consumer uncertainty about product quality. they develop a model that explicitly incorporates the impact of such uncertainty on consumer behavior, assuming that consumers are uncertain about the mean product quality level and learn about product quality through the signals contained in use experience and the productharm crisis and also that consumers are uncertain about the precision of the signals in conveying product quality and update their perception of this precision over time. they estimate this model using a scanner panel data set that includes consumer purchase history before, during, and after a product-harm crisis that affected Kraft Foods australia's peanut butter division in June 1996. the proposed model fits the data better than the standard consumer learning model, which assumes consumers are uncertain about product quality level but the precision of information in conveying product quality is known. this study also provides insights into consumers' behavioral choice responses to a product-harm crisis. Finally, the authors conduct counterfactual experiments based on the estimation results and provide insights to managers on crisis management.

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“…As a result, many researchers have attempted to understand the timing of the purchase of consumer durables (Deaton and Muellbauer 1980; Jain and Vilcassim 1991; Raymond, Beard, and Gropper 1993). However, much of the consumer durable research has focused primarily on demographic and economic variables as the main explanatory variables for the timing of the purchase of consumer durables (Bayus and Mehta 1995; Haldar and Rao 1998) and has been devoid of theories of consumer behavior. To move beyond demographic variables and to enrich consumer durable research with psychological variables, we adopt an interactionist perspective, which suggests that consumer behavior depends on (1) the context, (2) the individual differences, and (3) the interaction between the two (Dickson 1982; Punj and Stewart 1983).…”

mentioning

confidence: 99%

The Timing of Repeat Purchases of Consumer Durable Goods: The Role of Functional Bases of Consumer Attitudes

Grewal

Mehta

Kardes

2004

Journal of Marketing Research

Self Cite

175

202

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In an attempt to bring consumer psychology theories into research on the timing of repurchase of consumer durables, the authors suggest that attitude functions (knowledge, value expressive, social adjustive, and utilitarian) can help explain and predict interpurchase intervals. Adopting an interactionist perspective, the authors propose that the effect of the attitude functions is contingent on contextual factors, which they theorize as the nature of the product (along public-private and luxury-necessity dimensions) and the nature of the decision (forced or unforced purchase decision). Hypothesis testing is facilitated by survey data on actual purchase decisions and hazard models that incorporate individual heterogeneity. The results support the suggested role of attitude functions in explaining and predicting interpurchase intervals and suggest means by which managers can position their products to shorten interpurchase intervals.

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A Segmentation Model for the Targeted Marketing of Consumer Durables

Cited by 14 publications

References 23 publications

Multi‐battle Contests: An Experimental Study

Multi‐battle Contests: An Experimental Study

Consumer learning in a turbulent Market environment: Modeling Consumer Choice Dynamics after a Product-harm Crisis

The Timing of Repeat Purchases of Consumer Durable Goods: The Role of Functional Bases of Consumer Attitudes

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