Publications

Article

Determining Segmentation in Sales Response Across Consumer Purchase Behaviors

By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth

Keywords: Segmentation; Sales; Customers; Behavior

Research Summary

Overview

Professor Santana studies consumer judgment and decision making within the domain of behavioral pricing and the subjective value of money. With respect to behavioral pricing, her current projects are focused on how consumers think, feel, and behave in response to... View Details

Keywords: Judgment And Decision Making; Behavioral Pricing; Consumer Behavior

2015
Article

Percentage Cost Discounts Always Beat Percentage Benefit Bonuses: Helping Consumers Evaluate Nominally Equivalent Percentage Changes

By: Bhavya Mohan, Pierre Chandon and Jason Riis

Marketing offers that are framed as a "percentage change" in consumer cost vs. benefit can have highly non-linear impacts in terms of actual value for consumers. Even though two offers might appear identical, we show that consumers are better off choosing the offer... View Details

SSRN

March 2022
Article

When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John

When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details

Keywords: Cause-related Marketing; Charitable Donations; Generosity; Altruism; Philanthropy and Charitable Giving; Brands and Branding; Consumer Behavior

June 2010
Teaching Note

FoldRite Furniture Company: Planning to Meet a Surge in Demand (Brief Case)

By: Steven C. Wheelwright and Afarin Bellisario

Teaching Note for 4555. View Details

Keywords: Manufacturing; Production Capacity; Production Scheduling; Risk Management; Production; Performance Capacity; Manufacturing Industry

Purchase

Article

Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion

By: Sonya Grier and Rohit Deshpandé

Keywords: Society; Customers; Groups and Teams; Identity; Advertising; Status and Position

Article

Populism and the Return of the 'Paranoid Style': Some Evidence and a Simple Model of Demand for Incompetence as Insurance against Elite Betrayal

By: Rafael Di Tella and Julio J. Rotemberg

We present a simple model of populism as the rejection of “disloyal” leaders. We show that adding the assumption that people are worse off when they experience low income as a result of leader betrayal (than when it is the result of bad luck) to a simple voter choice... View Details

Keywords: Populism; Corruption; Betrayal; Incompetence; Voting; Attitudes

January 2020
Article

The Long-Run Dynamics of Electricity Demand: Evidence from Municipal Aggregation

By: Tatyana Deryugina, Alexander MacKay and Julian Reif

We study the dynamics of residential electricity demand by exploiting a natural experiment that produced large and long-lasting price changes in over 250 Illinois communities. Using a flexible difference-in-differences matching approach, we estimate that the price... View Details

Keywords: Electricity Demand; Consumption Dynamics; Energy; Policy; Demand and Consumers; Price; Mathematical Methods

Register to Read

2019
Working Paper

The Road Not Taken: Consumption of Unfamiliar Products Increases Feelings of Self-Discovery and Consumer Engagement

By: Dafna Goor, Grant Donnelly and Michael I. Norton

12 Oct 2021
News

AI Can Bring More Equity To The Workplace And Consumer Markets By Implementing These Conditions

07 Jan 2025
Blog Post

Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands

$100mm to expand nationally, and has partnered with major retailers, developed products, launched campaigns, and digitized consumer experiences. With a passion for high-growth... View Details

February 2021
Article

Topic Classification of Electric Vehicle Consumer Experiences with Transformer-Based Deep Learning

By: Sooji Ha, Daniel J Marchetto, Sameer Dharur and Omar Isaac Asensio

The transportation sector is a major contributor to greenhouse gas (GHG) emissions and is a driver of adverse health effects globally. Increasingly, government policies have promoted the adoption of electric vehicles (EVs) as a solution to mitigate GHG emissions.... View Details

Keywords: Natural Language Processing; Analytics and Data Science; Environmental Sustainability; Infrastructure; Transportation; Policy

June 2019
Article

Brokers vs. Retail Investors: Conflicting Interests and Dominated Products

By: Mark Egan

I study how brokers distort household investment decisions. Using a novel convertible bond dataset, I find that consumers often purchase dominated bonds—cheap and expensive versions of otherwise identical bonds coexist in the market. The empirical evidence suggests... View Details

Keywords: Brokers; Fiduciary Standard; Consumer Finance; Structured Products; Household; Investment; Decisions; Motivation and Incentives; Conflict of Interests

Purchase

2016
Working Paper

Populism and the Return of the 'Paranoid Style': Some Evidence and a Simple Model of Demand for Incompetence as Insurance Against Elite Betrayal

By: Rafael Di Tella and Julio J. Rotemberg

We present a simple model of populism as the rejection of “disloyal” leaders. We show that adding the assumption that people are worse off when they experience low income as a result of leader betrayal (than when it is the result of bad luck) to a simple voter choice... View Details

Keywords: Corruption; Betrayal; Populism; Incompetence; Literacy; Crime and Corruption; Income; Ethics; Political Elections; Race; Residency

SSRN

16 May 2012
News

Amazon consumer book reviews as reliable as media experts

03 Dec 2010
News

7.9% of U.S. consumers bought item on smart phone

September 2016
Article

History-based versus Uniform Pricing in Growing and Declining Markets

By: Oz Shy, Rune Stenbacka and David Hao Zhang

We analyze the Markov Perfect Equilibria of an infinite-horizon overlapping generations model with consumer lock-in to compare the performance of history-based and uniform pricing in growing and declining markets. Under history-based pricing, firms charge higher prices... View Details

Keywords: History-based Pricing; Introductory Discount; Uniform Pricing; Consumer Lock-in; High Switching Costs; Demand and Consumers; Competition; Price; Market Entry and Exit; Product Marketing