Douglas L. Maclachlan

• PhD U of California, Berkeley
• Professor Emeritus at University of Washington

Measuring consumers’ Willingness To Pay (WTP) without considering the level of uncertainty in valuation and the consequent risk premiums will result in estimates that are biased toward lower values. This research proposes a model and method for correctly assessing WTP in cases involving valuation uncertainty. The new method, called Risk Adjustment...

The purpose of response modeling for direct marketing is to identify those customers who are likely to purchase a campaigned product, based upon customers’ behavioral history and other information available. Contrary to mass marketing strategy, well-developed response models used for targeting specific customers can contribute profits to firms by n...

Previous studies have fruitfully investigated the success factors of new product development. Most of these studies explored the phenomenon from the firm/team level. Little has been done from the perspective of how individuals within new product teams contribute to new product development (NPD) and its performance. Yet, any organizational output sh...

Potential customers’ willingness to pay (WTP) for a new product can be affected by their observing a posted price and this can be modeled in terms of an anchoring mechanism. A theoretical argument and mathematical proof is developed, showing that if customers use an asymmetric WTP anchoring mechanism, it will normally be optimal for firms to price...

This paper analyzes the product positioning and market demand of preservative-treated, naturally decay-resistant, and composite decking materials in the United States using an innovative perceptual mapping technique. Market analysis using perceptual mapping is generally used for end-user market scenarios for strategic planning. This paper establish...

Knowledge transfer is an iterative process between knowledge senders and knowledge recipients. Absorptive capacity of knowledge senders has been examined in the field of organizational learning and innovation literature, and many accumulated findings have emerged. However, absorptive capacity is necessary but not sufficient to full understanding of...

Response modeling is concerned with identifying potential customers who are likely to purchase a promoted product, based on customers' demographic and behavioral data. Constructing a response model requires a preliminary campaign result database. Customers who responded to the campaign are labeled as respondents while those who did not are labeled...

Firms need to develop knowledge to gain competitive advantage. However, merely possession of knowledge does not guarantee an edge in competition. In this paper, we operationalize the concept of disseminative capacity, analyze differences in disseminative capacity of network members and simulate dynamic behavioral patterns of intra-organization netw...

Purpose Consumers increasingly experience multi‐channel service and a significant challenge for the service organization is to ensure that the design of the multi‐channel interface contributes to the service experience and helps to build bonds with customers. The purpose of this paper is to elucidate four features (i.e. problem‐handling, record acc...

New product development (NPD) is a major driver of firm growth and sustainable competitive advantage, yet risks are intrinsic in NPD in all industries. Thus understanding, identifying, managing, and reducing risk is of strategic importance for firms. In this research, we synthesize and build on previous research, and propose a three-dimensional ris...

Estimates of the prices customers are willing to pay for new products or services using responses from survey questionnaires are notoriously biased on the high side. An approach to obtaining more realistic estimates is suggested here, called the exaggeration bias-corrected contingent valuation method (EBC-CVM). The method is an alternative to conve...

Past studies have suggested an interaction between knowledge transfer, structural characteristics and behavioral patterns of network organizations. However, most research has explored the process of knowledge transfer from the micro-level perspective, and less attention has been paid to the macro-level dynamic behavior patterns of network-based org...

Purpose The paper seeks to show an empirical test of customer‐based measures of Interaction Fluency developed by the authors to contribute to the assessment of customer service performance across multiple contact points upon the implementation of relationship management practices and technologies. Design/methodology/approach In the paper the measu...

Identifying customers who are likely to respond to a product offering is an important issue in direct marketing.Response models are typically built from historical purchase data. A popular method of choice, logistic regression, is easy to understand and build, but limited in that the model is linear in parameters. Neural networks are nonlinear and...

The concept of responsive market orientation addressing the expressed needs of customers is discussed. The conceptual case and empirical evidence in support of a business manifesting both proactive and responsive market orientation behaviours is also discussed. It is found that inclusion of proactive market orientation will add substantially to exp...

Abstract: Conjoint analysis studies involving many attributes and attribute levels often occur in practice. Because such studies can cause respondent fatigue and lack of cooperation, it is important to design data collection tasks that reduce those problems. Bridging designs, incorporating two or more task subsets with overlapping attributes, can p...

The authors investigate response patterns to fax surveys in comparison with mail surveys and explore the relative advantages and disadvantages of the two methods. The results of two studies show that the answers to questions sent by fax were comparable to those received by mail, but they were received more quickly and in greater numbers. For many t...

The authors investigate response patterns to fax surveys in comparison with mail surveys and explore the relative advantages and disadvantages of the two methods. The results of two studies show that the answers to questions sent by fax were comparable to those received by mail, but they were received more quickly and in greater numbers. For many t...

Customer-based brand strenght measures developed from conjoint-like tradeoff data have the advantages of allowing discovery of customer segments and permitting analysis of market responses to hypothetical changes in the marketplace (e.g., new products, prices, competitor actions). This study provides an ecological validation of a set of such measur...

A recently introduced multi-generation model [18], developed for high-technology industries and tested on a high-tech product class, is applied to a very different situation. It is tested by fitting and forecasting use of three generations of packaging technology in the fluid milk market, glass, paperboard cartons, and plastic, across two submarket...

Because of the transient nature of some emotions stimulated during TV commercials, measurement of emotional reactions at various points during an ad requires process tracing. This research discusses the analysis of process-tracing data using the Warmth Monitor as an illustration. We show that the establishment of the reliability and validity of pro...

A recently introduced multigeneration model, developed for high-technology industries and tested on a high-tech product class, is used to forecast use of three generations of packaging technology in the fluid milk market: glass, paperboard cartons, and plastic. Results show that the model can be successfully applied to industries not usually associ...

Consumer preference for container types for fluid milk was investigated for gallon and half gallon containers using conjoint analyis. Consumers clearly preferred plastic jugs to paperboard for gallon containers, which explains the nearly complete capture of the gallon milk market by plastic. They prefer paperboard for half gallon containers, which...

This research was designed to see whether a reconceptualization of social distance (as measured by social class variables) between shoppers and stores would provide a basis for understanding store avoidance behavior. A survey of shoppers classified into two distinct social classes investigated their images, including social class images, of two sto...

This research was designed to see whether a reconcep tualization of social distance (as measured by social class variables) between shoppers and stores would provide a basis for understanding store avoidance behavior. A survey of shoppers classified into two distinct social classes inves tigated their images, including social class images, of two s...

A major barrier to use of new measurement methodologies in behavioral research has been the difficulties encountered in collecting individual judgements. Balanced incomplete block design (BIBD) procedures offer enormous flexibility in the way judgmental data may be collected. The advantages and disadvantages of BIBDs are clarified and their use is...

Discusses a conceptual framework of perceived risk consolidating and interrelating the numerous theories and research results. Adumbrates the measurement of perceived risk, consumer risk handling, risk reduction methods and consumer preference for risk reduction methods. Posits that although the area of consumer behaviour as a risk-taking function...

Nonmetric multidimensional scaling procedures are employed in this experimental evaluation of perceptual changes resulting from differences in the presentation of information about stimuli. Longitudinal MDS techniques are found to be useful in monitoring perceptual changes produced by various communication alternatives. Communication strategies aim...

A conceptual model is proposed in this article for strategic assessment of various potential clientele groups of higher educational institutions. Market segmentation, a modern marketing tool for planning and strategy development, is suggested as a framework for providing clues to the establishment of high-level administrative policy for four-year e...

Multidimensional scaling techniques are employed in a longitudinal experiment as an approach to investigate attitude processes. An attempt is made to validate nonmetric multidimensional scaling as a useful instrument for monitoring changes in perception brought about by persuasive communication over time.

Multidimensional scaling techniques are employed in a longitudinal experiment as an approach to investigate attitude processes. An attempt is made to validate nonmetric multidimensional scaling as a useful instrument for monitoring changes in perception brought about by persuasive communication over time.

Before resource recovery activities can be incorporated into municipal solid waste management plans, estimates must be made of the quantity, form and value of recoverable materials. A methodology for making these estimates is to conceptualize and evaluate various diversions and terminal processing alternatives which are judged to be technically and...

Traditional market share models can be elaborated by combining nonstationary stochastic models of brand choice with econometric models. A variable Markov model is described which allows assessment of marketing decision variables' influence on the underlying composition of market share.

Traditional market share models can be elaborated by combining nonstationary stochastic models of brand choice with econometric models. A variable Markov model is described which allows assessment of marketing decision variables’ influence on the underlying composition of market share.

This paper presents three data mining problems that are often encountered in building a response model. They are robust modeling, variable selection and data selection. Respective algorithmic solutions are given. They are bagging based ensemble, genetic algorithm based wrapper approach and nearest neighbor-based data selection in that order. A real...

Thesis (Ph. D. in Business Administration)--University of California, Sept. 1971. Includes bibliographical references.