Raymond R. Burke

Raymond R. Burke
Indiana University Bloomington | IUB · Department of Marketing

About

29
Publications
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3,987
Citations

Publications

Publications (29)
Article
Full-text available
In many retail contexts, social interaction plays an important role in the shopping process. We propose a three-stage dynamic linear model that captures the influence of group discussion on shopper behavior within a hierarchical Bayes framework. The model is tested using a video tracking and transaction dataset from a specialty apparel store. The r...
Article
Full-text available
The ultimate goal of retailing is to bring together supply and demand; to connect the needs and desires of shoppers with available products and services. While progress has been made managing the supply side, the news is not as good on the demand side. Merchants continue to have difficulty creating retail environments that engage shoppers and conve...
Article
Full-text available
This research investigates how the social elements of a retail store visit affect shoppers' product interaction and purchase likelihood. The research uses a bivariate model of the shopping process, implemented in a hierarchical Bayes framework, which models the customer and contextual factors driving product touch and purchase simultaneously. A uni...
Article
Full-text available
To cope with the complexity of modern retail stores and personal time constraints, shoppers must be selective in processing information. During a typical shopping trip, they visit only a fraction of a stores departments and categories, examine a small subset of the available products, and often make selections in just a few seconds. New research te...
Chapter
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During the last 25 years, marketing research in retail settings has been transformed by technological change. The first wave of change occurred when retailers adopted point-of-sale (POS) systems with UPC barcode scanning. This provided companies with real-time data on purchase transactions and accurate estimates of product sales and market share. R...
Article
Full-text available
Digital signs have become an important new channel for communicating with consumers in retail shopping environments. An analysis of academic and commercial experiments reveals that in-store advertising effectiveness depends on both the content of the message (appeal type and product category) and the context and quality of exposure (audience need s...
Article
This research investigates how consumer and product category attributes affect consumer interest in using various shopping aids. Research hypotheses were proposed based on a contingency framework of the relationship between consumer characteristics (i.e., purchase need, product knowledge, and brand preference heterogeneity) and shopping aid solutio...
Article
Full-text available
For companies to realize the benefits of recent innovations in customer interface technology, they need to understand the value consumers place on technology as part of the shopping process. A national survey of 2,120 online consumers was conducted to explore how people want to shop in both online and in-store environments and determine how interac...
Article
Full-text available
This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increa...
Article
What does cyberspace mean for physical retail space! Has on-line shopping changed the fundamentals of retailing! And how should managers evaluate new in-store technologies? In this article, the heads of Marks and Spencer, Neiman Marcus, and Karstadt join two distinguished academics to look at what's in store for the bricks-and-mortar store. There's...
Article
Expectations of a novel restaurant dining experience were manipulated in a controlled field setting to test for the role and persistence of expectation and expectation-related effects within the expectancy disconfirmation and performance model. In an effort to ensure external validity, preconsumption expectations were manipulated via real-appearing...
Article
Brand extensions represent an opportunity for firms to use the equity built up in the names of existing brands in order to enhance marketing productivity. However, before considering a specific extension, managers must first determine how extendible a brand name is likely to be. We hypothesize that consumer utility for a brand consists of three com...
Article
Full-text available
Actual supermarket purchases made by consumers over a seven-month period are compared with the choice decisions collected in one sitting in a laboratory simulation. The laboratory simulation was designed to mimic the original market environment. Although there were systematic biases in predictions, of true purchase behavior from the simulated data,...
Article
Expert system development typically requires that a researcher translate domain-specific knowledge into a set of abstract rules describing the relationships between knowledge elements. In marketing, this task has proven to be very difficult. Much of the marketing knowledge is in the form of empirical research rather than generally accepted theories...
Article
Full-text available
In recent years, artificial intelligence research has provided new tools and techniques for marketing model builders. These tools, when combined with problem-solving knowledge from a specific domain, can be used to create expert systems. This methodology is most applicable in semistructured problem domains where the key relationships are logical ra...
Article
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This paper presents a nonspatial operationalization of the Krumhansl (1978, 1982) distancedensity model of similarity. This model assumes that the similarity between two objectsi andj is a function of both the interpoint distance betweeni andj and the density of other stimulus points in the regions surroundingi andj. We review this conceptual model...
Article
Full-text available
This paper investigates the impact of brand, product, and industry announcements on consumers' intentions to purchase alternative brands of microcomputers. Results suggest that (1) negative announcements, in general, have a greater effect than positive announcements, (2) announcements regarding the entire industry tend to have a greater impact than...
Article
Full-text available
A large number of marketing decisions are based on "expert" judgments. In the emerging field of expert systems, techniques are being developed for systematically representing and using expert knowledge in computer systems. The computerization of marketing expertise will enhance decision support to marketing managers. The authors evaluate the opport...
Article
A large number of marketing decisions are based on “expert” judgments. In the emerging field of expert systems, techniques are being developed for systematically representing and using expert knowledge in computer systems. The computerization of marketing expertise will enhance decision support to marketing managers. The authors evaluate the opport...
Article
Full-text available
A computer-based measurement procedure was developed to assess the deceptive effects of advertising claims. The study investigated various message forms identified in past research as having the potential to deceive the consumer by implying unrealistically high levels of brand attribute performance. Deception was assessed by comparing consumer resp...
Article
Full-text available
This article reports the results of three experiments that examine memory interference in an advertising context. In Experiment 1, consumer memory for a brand's advertising was inhibited as a result of subsequent exposure to ads for other products in that manufacturer's product line and ads for competing brands in the product class. Experiment 2 de...

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