Kusum L. Ailawadi, T. Chan, Puneet Manchanda, K. Sudhir
This editorial introduces the special issue on marketing science and health. We begin by describing the healthcare ecosystem and its many distinguishing features relative to other markets. With its large share of U.S. and world gross domestic product; rapid changes on the demand, supply, and regulatory sides; and a complex ecosystem with many types of participants, healthcare markets provide a rich canvas of novel research opportunities for marketing scholars. We then describe the special issue process and the papers published in the special issue. We summarize key themes that emerge from these papers and conclude with a discussion of future research opportunities in the area.
{"title":"Introduction to the Special Issue on Marketing Science and Health","authors":"Kusum L. Ailawadi, T. Chan, Puneet Manchanda, K. Sudhir","doi":"10.1287/mksc.2020.1230","DOIUrl":"https://doi.org/10.1287/mksc.2020.1230","url":null,"abstract":"This editorial introduces the special issue on marketing science and health. We begin by describing the healthcare ecosystem and its many distinguishing features relative to other markets. With its large share of U.S. and world gross domestic product; rapid changes on the demand, supply, and regulatory sides; and a complex ecosystem with many types of participants, healthcare markets provide a rich canvas of novel research opportunities for marketing scholars. We then describe the special issue process and the papers published in the special issue. We summarize key themes that emerge from these papers and conclude with a discussion of future research opportunities in the area.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125444220","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Sam K. Hui, P. Krishnamurthy, Shiv Kumar, Hareesha B. Siddegowda, P. Patel
Peer education outreach to sex workers is found to be effective in facilitating early detection but not prevention of STI.
发现对性工作者的同伴教育外展在促进早期发现性传播感染方面有效，但不能预防性传播感染。
{"title":"Understanding the Effectiveness of Peer Educator Outreach on Reducing Sexually Transmitted Infections: The Role of Prevention vs. Early Detection","authors":"Sam K. Hui, P. Krishnamurthy, Shiv Kumar, Hareesha B. Siddegowda, P. Patel","doi":"10.1287/mksc.2019.1168","DOIUrl":"https://doi.org/10.1287/mksc.2019.1168","url":null,"abstract":"Peer education outreach to sex workers is found to be effective in facilitating early detection but not prevention of STI.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116161183","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper shows that quality information disclosure in the healthcare industry can have a negative impact on positive assortative matching between patients and healthcare providers.
本文表明，医疗保健行业的质量信息披露可以对患者和医疗保健提供者之间的正分类匹配产生负面影响。
{"title":"Quality Information Disclosure and Patient Reallocation in the Healthcare Industry: Evidence from Cardiac Surgery Report Cards","authors":"T. Yoon","doi":"10.1287/MKSC.2018.1146","DOIUrl":"https://doi.org/10.1287/MKSC.2018.1146","url":null,"abstract":"This paper shows that quality information disclosure in the healthcare industry can have a negative impact on positive assortative matching between patients and healthcare providers.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129423249","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Although social media has emerged as a popular source of insights for both researchers and practitioners, much of the work on the dynamics in social media has focused on common metrics such as volume and sentiment. In this research, we develop a changepoint model to capture the underlying shifts in social media content. We extend latent Dirichlet allocation (LDA), a topic modeling approach, by incorporating multiple latent changepoints through a Dirichlet process hidden Markov model that allows for the prevalence of topics to differ before and after each changepoint without requiring prior knowledge about the number of changepoints. We demonstrate our modeling framework using social media posts from brand crises (Volkswagen’s 2015 emissions testing scandal and Under Armour’s 2018 data breach) and a new product launch (Burger King’s 2016 launch of the Angriest Whopper). We show that our model identifies shifts in the conversation surrounding each of these events and outperforms both static and other dynamic topic models. We demonstrate how the model may be used by marketers to actively monitor conversations around their brands, including distinguishing between changes in the conversation arising from a shift in the contributor base and underlying changes in the topics discussed by contributors.
{"title":"Capturing Changes in Social Media Content: A Multiple Latent Changepoint Topic Model","authors":"Ning Zhong, David A. Schweidel","doi":"10.1287/mksc.2019.1212","DOIUrl":"https://doi.org/10.1287/mksc.2019.1212","url":null,"abstract":"Although social media has emerged as a popular source of insights for both researchers and practitioners, much of the work on the dynamics in social media has focused on common metrics such as volume and sentiment. In this research, we develop a changepoint model to capture the underlying shifts in social media content. We extend latent Dirichlet allocation (LDA), a topic modeling approach, by incorporating multiple latent changepoints through a Dirichlet process hidden Markov model that allows for the prevalence of topics to differ before and after each changepoint without requiring prior knowledge about the number of changepoints. We demonstrate our modeling framework using social media posts from brand crises (Volkswagen’s 2015 emissions testing scandal and Under Armour’s 2018 data breach) and a new product launch (Burger King’s 2016 launch of the Angriest Whopper). We show that our model identifies shifts in the conversation surrounding each of these events and outperforms both static and other dynamic topic models. We demonstrate how the model may be used by marketers to actively monitor conversations around their brands, including distinguishing between changes in the conversation arising from a shift in the contributor base and underlying changes in the topics discussed by contributors.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"84 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-03-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128006918","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Chul Kim, P. K. Kannan, M. Trusov, Andrea Ordanini
This paper investigates the underlying mechanisms of crowdfunding behavior (forward-looking delaying investment behavior and social interactions), which lead to the crowdfunding dynamics.
本文研究了众筹行为(前瞻性延迟投资行为和社会互动)产生众筹动态的潜在机制。
{"title":"Modeling Dynamics in Crowdfunding","authors":"Chul Kim, P. K. Kannan, M. Trusov, Andrea Ordanini","doi":"10.1287/mksc.2019.1209","DOIUrl":"https://doi.org/10.1287/mksc.2019.1209","url":null,"abstract":"This paper investigates the underlying mechanisms of crowdfunding behavior (forward-looking delaying investment behavior and social interactions), which lead to the crowdfunding dynamics.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-03-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134002903","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper studies joint quality and refund policy design for service products in the presence of customer valuation uncertainty.
本文研究了存在顾客评价不确定性的服务产品质量与退款联合政策设计问题。
{"title":"Service Product Design and Consumer Refund Policies","authors":"Xiao Huang, Dan Zhang","doi":"10.1287/mksc.2019.1204","DOIUrl":"https://doi.org/10.1287/mksc.2019.1204","url":null,"abstract":"This paper studies joint quality and refund policy design for service products in the presence of customer valuation uncertainty.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114889595","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research proposes a new approach for in-consumption social listening and demonstrates its value in the context of online movie watching and live comments.
本研究提出了一种消费中社交倾听的新方法，并展示了其在在线电影观看和现场评论背景下的价值。
{"title":"Frontiers: In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments","authors":"Qiang Zhang, Wenbo Wang, Yuxin Chen","doi":"10.1287/mksc.2019.1215","DOIUrl":"https://doi.org/10.1287/mksc.2019.1215","url":null,"abstract":"This research proposes a new approach for in-consumption social listening and demonstrates its value in the context of online movie watching and live comments.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122078101","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This article introduces the Marketing Science Special Issue on Consumer Protection. This special issue and an accompanying conference were conceived as a partnership with the U.S. Federal Trade Com...
{"title":"Introduction to the Special Issue on Consumer Protection","authors":"Avi Goldfarb, G. Jin, K. Sudhir","doi":"10.1287/mksc.2019.1205","DOIUrl":"https://doi.org/10.1287/mksc.2019.1205","url":null,"abstract":"This article introduces the Marketing Science Special Issue on Consumer Protection. This special issue and an accompanying conference were conceived as a partnership with the U.S. Federal Trade Com...","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"93 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130314473","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Wooyong Jo, Sarang Sunder, Jeonghye Choi, M. Trivedi
Given the rise of the online gaming industry, consumer protection laws have been implemented to restrict excessive gaming on the internet. This research evaluates one such consumer protection policy and its effectiveness from both marketing and public policy perspectives. Specifically, we investigate the impact of usage restriction in South Korea on both gamers and the industry using individual-level game usage and spending data. Combining the difference-in-differences approach with a regression discontinuity design and propensity score matching, we show that although the regulation reduces overall game usage, the effects vary depending on past behaviors; that is, counter to expectations, the regulation effect, although negative for average gamers, is less so for heavy gamers and in fact directionally flips for the heaviest gamers. Furthermore, we find that its revenue impact is negligible, suggesting that gamers do not change spending patterns because of the intervention. Thus, usage restriction laws may deter light gamers from potentially excessive gaming but do not work well to dissuade heavy gamers, suggesting that a more nuanced approach (as opposed to a blanket usage restriction law) may be called for. Finally, we discuss the implications of such usage restriction laws as a vehicle to control overconsumption and protect consumers.
{"title":"Protecting Consumers from Themselves: Assessing Consequences of Usage Restriction Laws on Online Game Usage and Spending","authors":"Wooyong Jo, Sarang Sunder, Jeonghye Choi, M. Trivedi","doi":"10.1287/mksc.2019.1174","DOIUrl":"https://doi.org/10.1287/mksc.2019.1174","url":null,"abstract":"Given the rise of the online gaming industry, consumer protection laws have been implemented to restrict excessive gaming on the internet. This research evaluates one such consumer protection policy and its effectiveness from both marketing and public policy perspectives. Specifically, we investigate the impact of usage restriction in South Korea on both gamers and the industry using individual-level game usage and spending data. Combining the difference-in-differences approach with a regression discontinuity design and propensity score matching, we show that although the regulation reduces overall game usage, the effects vary depending on past behaviors; that is, counter to expectations, the regulation effect, although negative for average gamers, is less so for heavy gamers and in fact directionally flips for the heaviest gamers. Furthermore, we find that its revenue impact is negligible, suggesting that gamers do not change spending patterns because of the intervention. Thus, usage restriction laws may deter light gamers from potentially excessive gaming but do not work well to dissuade heavy gamers, suggesting that a more nuanced approach (as opposed to a blanket usage restriction law) may be called for. Finally, we discuss the implications of such usage restriction laws as a vehicle to control overconsumption and protect consumers.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123635638","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This article investigates consumer protection on Kickstarter—a popular and sizeable, yet largely unregulated reward-based crowdfunding platform. Specifically, the article focuses on Kickstarter campaigns’ use of price advertising claims (PACs) and their failure to honor the promised discounts. Analyses show that between 2009 and 2016, more than 500,000 consumers who backed a wide variety of game or technology campaigns lost on average $45.72 because of broken PAC promises. Whereas 75% of PAC campaigns did not provide the promised discounts, in almost 50% of all cases backers who were promised a discount paid more, not less, than the retail price. In contrast, backers of campaigns that did not promise a discount received larger effective discounts. Analyzing an extensive data set comprising 34,745 Kickstarter campaigns, complete backing histories of more than 400,000 backers, and more than 4 million consumer comments, complaints, and reviews, we show that broken PAC promises pose a substantial problem to consumers, that the problem is persistent across more than 6 years, and that it has not been resolved through self-regulation by market participants thus far.
{"title":"Consumer Protection on Kickstarter","authors":"Daniel Blaseg, C. Schulze, B. Skiera","doi":"10.1287/mksc.2019.1203","DOIUrl":"https://doi.org/10.1287/mksc.2019.1203","url":null,"abstract":"This article investigates consumer protection on Kickstarter—a popular and sizeable, yet largely unregulated reward-based crowdfunding platform. Specifically, the article focuses on Kickstarter campaigns’ use of price advertising claims (PACs) and their failure to honor the promised discounts. Analyses show that between 2009 and 2016, more than 500,000 consumers who backed a wide variety of game or technology campaigns lost on average $45.72 because of broken PAC promises. Whereas 75% of PAC campaigns did not provide the promised discounts, in almost 50% of all cases backers who were promised a discount paid more, not less, than the retail price. In contrast, backers of campaigns that did not promise a discount received larger effective discounts. Analyzing an extensive data set comprising 34,745 Kickstarter campaigns, complete backing histories of more than 400,000 backers, and more than 4 million consumer comments, complaints, and reviews, we show that broken PAC promises pose a substantial problem to consumers, that the problem is persistent across more than 6 years, and that it has not been resolved through self-regulation by market participants thus far.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130436069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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