This editorial introduces the special issue on marketing science and field experiments. We compare the characteristics of the papers that were submitted and accepted for the special issue and provide several recommendations for researchers. In general, we find field experiment research is greater in the areas of advertising and pricing with digital being the most common channel. We suggest that, beyond the estimation of effects and tests of hypotheses, field experiments can complement structural models; help train targeting policies; and also contribute to the nascent area of real-time, adaptive experimentation. We also discuss how field experiment research with a marketing science orientation can enhance and contribute in the areas of behavioral research and marketing strategy.
{"title":"Introduction to the Special Issue on Marketing Science and Field Experiments","authors":"Leif D. Nelson, D. Simester, K. Sudhir","doi":"10.1287/mksc.2020.1266","DOIUrl":"https://doi.org/10.1287/mksc.2020.1266","url":null,"abstract":"This editorial introduces the special issue on marketing science and field experiments. We compare the characteristics of the papers that were submitted and accepted for the special issue and provide several recommendations for researchers. In general, we find field experiment research is greater in the areas of advertising and pricing with digital being the most common channel. We suggest that, beyond the estimation of effects and tests of hypotheses, field experiments can complement structural models; help train targeting policies; and also contribute to the nascent area of real-time, adaptive experimentation. We also discuss how field experiment research with a marketing science orientation can enhance and contribute in the areas of behavioral research and marketing strategy.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116135658","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}
Using a field experiment, this paper examines how salespeople adjust their effort when coworker's ability changes, under different compensation contracts in a retailing context.
{"title":"Examining Salesperson Effort Allocation in Teams: A Randomized Field Experiment","authors":"Jia Li, Noah Lim, Hua Chen","doi":"10.1287/MKSC.2019.1163","DOIUrl":"https://doi.org/10.1287/MKSC.2019.1163","url":null,"abstract":"Using a field experiment, this paper examines how salespeople adjust their effort when coworker's ability changes, under different compensation contracts in a retailing context.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131651103","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}
Robert Mislavsky, Berkeley J. Dietvorst, U. Simonsohn
Recent public backlash to corporate experimentation was likely caused by the policies the experiments contained rather than a more general “experiment aversion.”
最近公众对企业实验的强烈反对可能是由实验所包含的政策引起的，而不是更普遍的“厌恶实验”。
{"title":"Critical Condition: People Don't Dislike a Corporate Experiment More Than They Dislike Its Worst Condition","authors":"Robert Mislavsky, Berkeley J. Dietvorst, U. Simonsohn","doi":"10.1287/MKSC.2019.1166","DOIUrl":"https://doi.org/10.1287/MKSC.2019.1166","url":null,"abstract":"Recent public backlash to corporate experimentation was likely caused by the policies the experiments contained rather than a more general “experiment aversion.”","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124415880","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}
An eye-tracking study that examines consumers’ dynamic visual inspection on search engines.
一项眼球追踪研究，调查消费者在搜索引擎上的动态视觉检查。
{"title":"The Path to Click: Are You on It?","authors":"Savannah Wei Shi, M. Trusov","doi":"10.1287/MKSC.2020.1253","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1253","url":null,"abstract":"An eye-tracking study that examines consumers’ dynamic visual inspection on search engines.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129321158","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}
We investigate how political ads on television impact how viewers respond to subsequent nonpolitical ads.
我们调查了电视上的政治广告如何影响观众对随后的非政治广告的反应。
{"title":"Impact of Political Television Advertisements on Viewers' Response to Subsequent Advertisements","authors":"Beth L. Fossen, Girish Mallapragada, A. De","doi":"10.1287/mksc.2020.1260","DOIUrl":"https://doi.org/10.1287/mksc.2020.1260","url":null,"abstract":"We investigate how political ads on television impact how viewers respond to subsequent nonpolitical ads.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125074400","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}
Subscription services typically offer duration discounts , rewarding longer commitments with lower per-period costs. The “menu” of contract plan prices must be balanced to encourage potential customers to select into subscription overall and to nudge those that do to more profitable contracts. Because subscription menu prices change infrequently, they are difficult to optimize using historical pricing data alone. We propose that firms solve this problem via an experiment and a model that jointly accounts for whether to opt in and, conditionally, which plan to choose. To that end, we conduct a randomized online pricing experiment that orthogonalizes the “elevation” and “steepness” of price menus for a major dating pay site. Users’ opt-in and plan choice decisions are analyzed using a novel model for correlated binary selection and multinomial conditional choice, estimated via Hamiltonian Monte Carlo. Benchmark comparisons suggest that common models of consumer choice may systematically misestimate price substitution patterns, and that a key consideration is the distinctiveness of the opt-out (e.g., nonsubscription) option relative to others available. Our model confirms several anticipated pricing effects (e.g., on the margin, raising prices discourages both opt-in overall and choice of any higher-priced plans), but also some that alternative models fail to capture, most notably that across-the-board pricing increases have a far lower negative impact than standard random-utility models would imply. Joint optimization of the menu’s component prices suggests the firm has set them too low overall, particularly so for its longest-duration plan.
{"title":"Optimizing Price Menus for Duration Discounts: A Subscription Selectivity Field Experiment","authors":"Longxiu Tian, F. Feinberg","doi":"10.1287/mksc.2020.1265","DOIUrl":"https://doi.org/10.1287/mksc.2020.1265","url":null,"abstract":"Subscription services typically offer duration discounts , rewarding longer commitments with lower per-period costs. The “menu” of contract plan prices must be balanced to encourage potential customers to select into subscription overall and to nudge those that do to more profitable contracts. Because subscription menu prices change infrequently, they are difficult to optimize using historical pricing data alone. We propose that firms solve this problem via an experiment and a model that jointly accounts for whether to opt in and, conditionally, which plan to choose. To that end, we conduct a randomized online pricing experiment that orthogonalizes the “elevation” and “steepness” of price menus for a major dating pay site. Users’ opt-in and plan choice decisions are analyzed using a novel model for correlated binary selection and multinomial conditional choice, estimated via Hamiltonian Monte Carlo. Benchmark comparisons suggest that common models of consumer choice may systematically misestimate price substitution patterns, and that a key consideration is the distinctiveness of the opt-out (e.g., nonsubscription) option relative to others available. Our model confirms several anticipated pricing effects (e.g., on the margin, raising prices discourages both opt-in overall and choice of any higher-priced plans), but also some that alternative models fail to capture, most notably that across-the-board pricing increases have a far lower negative impact than standard random-utility models would imply. Joint optimization of the menu’s component prices suggests the firm has set them too low overall, particularly so for its longest-duration plan.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127075003","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}
An empirical examination of the impact of category captaincy on assortments and prices
品类主导地位对分类和价格影响的实证研究
{"title":"Economic Impact of Category Captaincy: An Examination of Assortments and Prices","authors":"M. Viswanathan, Om Narasimhan, G. John","doi":"10.1287/MKSC.2020.1251","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1251","url":null,"abstract":"An empirical examination of the impact of category captaincy on assortments and prices","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"98 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123078734","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}
Cheng He, O. Ozturk, Chris Gu, Jorge M. Silva-Risso
We empirically study the impact of the HOV-incentive launch and termination on green and non‐green product demand in the U.S. automobile industry.
本文通过实证研究，分析了美国汽车行业汽车补贴政策的启动和终止对绿色和非绿色产品需求的影响。
{"title":"The End of the Express Road for Hybrid Vehicles: Can Governments' Green Product Incentives Backfire?","authors":"Cheng He, O. Ozturk, Chris Gu, Jorge M. Silva-Risso","doi":"10.1287/mksc.2020.1239","DOIUrl":"https://doi.org/10.1287/mksc.2020.1239","url":null,"abstract":"We empirically study the impact of the HOV-incentive launch and termination on green and non‐green product demand in the U.S. automobile industry.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"753 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116113105","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}
Managers use referral reward programs to stimulate positive word of mouth by rewarding existing customers for every new customer they successfully refer. A key decision variable in these programs is the referral reward size—but what are the effects of offering smaller versus larger rewards? Whereas previous research has studied the impact of referral reward size on the number of referred new customers, we, for the first time, investigate its effect on the profitability of referred new customers. We analyze a field experiment involving more than 160,000 bank customers and test the generalizability of the results with archival data from approximately 270,000 telecommunication customers. In both studies, we find that even though larger referral rewards lead to the acquisition of more new customers, they considerably decrease the profitability of referred new customers. Managers need to take both of these effects into account when deciding about their program design.
{"title":"Referral Reward Size and New Customer Profitability","authors":"H. M. Wolters, C. Schulze, Karen Gedenk","doi":"10.1287/MKSC.2020.1242","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1242","url":null,"abstract":"Managers use referral reward programs to stimulate positive word of mouth by rewarding existing customers for every new customer they successfully refer. A key decision variable in these programs is the referral reward size—but what are the effects of offering smaller versus larger rewards? Whereas previous research has studied the impact of referral reward size on the number of referred new customers, we, for the first time, investigate its effect on the profitability of referred new customers. We analyze a field experiment involving more than 160,000 bank customers and test the generalizability of the results with archival data from approximately 270,000 telecommunication customers. In both studies, we find that even though larger referral rewards lead to the acquisition of more new customers, they considerably decrease the profitability of referred new customers. Managers need to take both of these effects into account when deciding about their program design.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115896147","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 study provides a novel empirical framework to quantify the effect of a firm’s unobserved endogenous service on demand, in conjunction with endogenous price.
本研究提供了一个新的实证框架来量化企业未观察到的内生服务对需求的影响，并结合内生价格。
{"title":"When Franchisee Service Affects Demand: An Application to the Car Radiator Market and Resale Price Maintenance","authors":"Tongil Kim","doi":"10.1287/MKSC.2020.1243","DOIUrl":"https://doi.org/10.1287/MKSC.2020.1243","url":null,"abstract":"This study provides a novel empirical framework to quantify the effect of a firm’s unobserved endogenous service on demand, in conjunction with endogenous price.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"144 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131728433","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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