Wagner A Kamakura

Rice University

We rely on Permanent Income to define a socioeconomic stratification system based on a latent trait measurement model using objective and widely available socioeconomic variables as reflective indicators, with an official panel of households spanning 2006-2020 in Spain. We obtain an objective and transparent stratification of Spanish society for th...

This study focuses on the menus typically found in the marketplace (e.g., restaurants and Internet vendors), where the consumer may choose one or more from dozens of options or menu items, each at a posted price or fee. We show that modeling choices out of the typical menu leads to the “curse of dimensionality,” which transpires in two ways. First,...

The advertising and communications literature offer many (sometimes conflicting) media recommendations for the different the types of products and services. We attempt to consolidate these media recommendations into a unifying theory-based framework, and utilize longitudinal media-budget data for 143 products/services in a major media market (Spain...

The advertising and communications literature offer many (sometimes conflicting) media recommendations for the different the types of products and services. We attempt to consolidate these media recommendations into a unifying theory-based framework, and utilize longitudinal media-budget data for 143 products/services in a major media market (Spain...

This research investigates how retailers can benefit from identifying the sales growth potential of in-store salespeople in every product category. The proposed novel approach helps retailers develop an equitable evaluation of their sales force, using both observable and unobservable factors that affect sales. By extending stochastic frontier regre...

This free suite of Excel add-ins allows you to run several analytical tools directly on an Excel spreadsheet. It was designed for instructional purposes, to be very easy to use, so students can focus on results, rather than software. The current version runs on 32 and 64-bit versions of Excel 2010 or newer. You can download the suite for free at ht...

Product reviews are becoming ubiquitous on the Web, representing a rich source of consumer information on a wide range of product categories (e.g., wines, hotels). Importantly, a product review reflects not only the perception and preference for a product, but also the acuity, bias, and writing style of the reviewer. This reviewer aspect has been o...

Este estudo tem por propósito comparar conceitual e metodologicamente cinco classificadores para a estratificação socioeconômica da sociedade brasileira e mensurar os trade-offs de erros de classificação entre eles. Com base nos algoritmos de classificação de cada critério, classificamos os 55.970 domicílios que compõem a amostra representativa da...

Conventional wisdom suggests that multichannel customers are more profitable. With a focus on goods, Kushwaha and Shankar (2013) demonstrate that it depends on the type of product purchased. Our study replicates their research by looking at the profit implications of multichannel customers in services (banking). Our research shows that fully multic...

Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its subsidiaries, taking into explicit consideration the fact that t...

A common question facing many multicategory, multi-market vendors is: “How much potential for growth is there for every product category we sell in each market we serve?” Answers to this question are important because they help managers focus attention and prioritize efforts in their search for growth opportunities. We propose a modeling framework...

Very early attempt to use pattern recognition and features extraction in Consumer Research.

The following paper examines the longitudinal demand for two legal services, divorces and personal bankruptcies. For each service this paper presents the appropriate univariate model for forecasting. A causal relationship was suggested by a number of local attorneys in which bankruptcies were the result of untenable divorce settlements. Based upon...

Even though runoff elections are one of the most (if not the most) common forms of presidential elections in the world, voter-choice behavior in these two-round elections has been rarely researched. Two-round elections provide unique opportunities for both political analyst and consultant. They allow political analysts to apply their voter-choice m...

Conditional Cash Transfer (CCT) programs are quickly replacing old welfare programs because they help the poorest members of society both on the short and long-term. On the short term, the extra discretionary income provided by these programs help participant families meet their pressing basic needs. On the long term, these cash transfers are condi...

Tracking studies are prevalent in marketing research and virtually all the other social sciences. These studies are predominantly implemented via repeated independent, non-overlapping samples, which are much less costly than recruiting and maintaining a longitudinal panel that track the same sample over time. In the existing literature, data from r...

Using subject indexes and text mining of author abstracts, the authors track the evolution of content in Journal of Marketing Research since its inception 50 years ago. These data reveal that the journal has expanded beyond its initial emphasis on marketing research methods and advertising to increase its coverage of other substantive topics and co...

Images of stereotypical Western beauty are seemingly everywhere, and yet how they’re perceived by consumers in a multi-cultural environment is not well understood. The authors propose that perceptions of facial beauty largely depend on the interaction between both the race of the consumer and the stimulus (viewer-source similarity). This is driven...

In a lead article published by the Journal of Marketing Research in 2007, Bergkvist and Rossiter (2007) recommend that “for the many constructs in marketing that consist of a concrete singular object and a concrete attribute, such as AAd or ABrand, single-item measures should be used (page 175).” This conclusion is based on empirical analyses corre...

The plight of the “middle class” has been a constant theme in political discourse and business press during the turn of the 20th century. Some argue that the “middle class” has been shrinking, while others contend that it is sinking or losing its ability to maintain its lifestyle. Those in the first camp see the “middle class” as a malleable cohort...

Even though runoff elections are one of the most (if not the most) common forms of presidential elections in the world, voter-choice behavior in these two-round elections has been rarely researched. Two-round elections provide unique opportunities for both political analyst and consultant. They allow political analysts to apply their voter-choice m...

Conditional cash transfer (CCT) programs are quickly replacing old welfare programs because they help the poorest members of society both on the short and long terms. On the short term, the extra discretionary income provided by these programs help participant families meet their pressing basic needs. On the long term, these cash transfers are cond...

To better plan their programs, producers of performing arts events require forecasting models that relate ticket sales to the multiple features of a program. The framework we develop, test and implement uncovers audience preferences for the features of an event program from single-ticket sales while accounting for interactions among program feature...

Despite the central role of social class or socioeconomic status on consumer behavior and the fact that this construct has been utilized in marketing research for more than seven decades, the marketing literature is surprisingly short on the conceptualization and measurement of this important construct. In this study, we address these issues and pr...

Tracking studies are prevalent in the social sciences. These studies are predominantly implemented via repeated cross-sectional surveys of independent, non-overlapping samples, which are much less costly than recruiting and maintaining a longitudinal panel that track the same sample of respondents over time. In the existing literature, data from re...

Most customer-focused enterprises now have the ability to maintain a historical record of their customer transactions over a period of time. In this study we propose a new framework for customer analysis that takes advantage of this historical record, identifying typical states or segments occupied by any customer at any point in time, and the patt...

Trendspotting has become an important marketing intelligence tool for identifying and tracking general tendencies in consumer interest and behavior. Currently, trendspotting is done either qualitatively by trend hunters, who comb through everyday life in search of signs indicating major shifts in consumer needs and wants, or quantitatively by analy...

In this study, we attempt to understand how household budget allocations across various expenditure categories change when the economy is in recession or expansion. The common assumption is that a household’s tastes would not change as a function of economic conditions and therefore any adjustments in expenditure patterns during economic contractio...

Market basket analysis (MBA) is a powerful and common practice in modern retailing that has some limitations stemming from the fact that it infers purchase sequence from joint-purchasing data. However, internet retailers automati-cally collect purchase-sequence data from their shoppers, and new technology is available for traditional (bricks and mo...

We propose a framework integrating text mining and psychometrics to translate online product reviews into a brand positioning map that isolates their underlying quality perceptions and preferences for competing alternatives from the reviewers’ language propensities. More specifically, we develop a netnography-based product-specific vocabulary taxon...

This study focuses on the menus typically found in the marketplace (e.g., restaurants and Internet vendors), where the consumer may choose one or more from dozens of options or menu items, each at a posted price or fee. We show that modeling choices out of the typical menu leads to the “curse of dimensionality,” which transpires in two ways. First,...

Do Americans spend more time watching TV and shopping than do Britons? If so, then where does the additional time come from? In this study, we present evidence that aggregate time-use comparisons are potentially misleading, because they ignore differences in sample and population composition that directly affect how people plan their daily lives. T...

Despite the fact that the dominant theories of the internationalization of small-medium enterprises (SMEs) prescribe a dynamic and evolutionary process for the firm, most of the empirical research on this topic has been based on in-depth studies of a few cases, or cross-sectional surveys, which cannot capture the dynamic nature of exporting decisio...

This study measures the degree of contagion or interpersonal influence in the diffusion of new consumer packaged goods (CPGs). The authors demonstrate that when an individual-level trial hazard model is properly specified to account for potential sources of biases, substantial contagion effects may be detected in the diffusion of many CPGs. Using l...

Common methods bias is a well-documented phenomenon observed in research based on self-reported measures. The fact that multiple constructs are measured using common methods (e.g., multiple-item scales presented within the same survey) leads to spurious effects due to the measurement instruments rather than to the constructs being measured. For exa...

A common question facing many multicategory, multi-market vendors is: “How much potential for growth is there for every product category we sell in each market we serve?” Answers to this question are important because they help managers focus attention and prioritize efforts in their search for growth opportunities. We propose a modeling framework...

We propose a multi-index binary response model for analyzing large database (i.e., with many regressors). We combine many regressors into factors (or indexes) and then estimate the link function via parametric or nonparametric methods. Neither the estimation of factors nor the determination of the number of factors requires ex ante knowledge of the...

This study compares prices offered by multiple Internet retailers. This task is challenging because e-tailers cannot present their entire assortments to each consumer. Therefore, the quality of the product assortments presented by different e-tailers to each consumer is not directly comparable on an item-by-item basis, resulting in non-homogeneous...

Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its subsidiaries, taking into explicit consideration the fact that t...

Full terms and conditions of use: http://www.informaworld.com/terms-and-conditions-of-access.pdf This article may be used for research, teaching and private study purposes. Any substantial or systematic reproduction, re-distribution, re-selling, loan or sub-licensing, systematic supply or distribution in any form to anyone is expressly forbidden. T...

This study compares prices offered by multiple Internet retailers. This task is challenging because e-tailers cannot present their entire assortments to each consumer. Therefore, the quality of the product assortments presented by different e-tailers to each consumer is not directly comparable on an item-by-item basis, resulting in non-homogeneous...

All types of consumer expenditures ultimately vie for the same pool of limited resources—the consumer's discretionary income. Consequently, consumers' spending in a particular industry can be better understood in relation to their expenditures in others. Although marketers may believe that they are operating in distinct and unrelated industries, it...

In this study we consider the problem of sellers, buyers and real estate appraisers in determining the price for a house, taking into account the characteristics of the house and its location as well as the goals of these three different parties. The appraiser's job is to determine the fair market value of the house, while the buyer and seller want...

Modern businesses routinely capture data on millions of observations across subjects, brand SKUs, time periods, predictor variables, and store locations, thereby generating massive high-dimensional datasets. For example, Netflix has choice data on billions of movies selected, user ratings, and geodemographic characteristics. Similar datasets emerge...

Cross-selling is an old and valuable technique used by salespeople to increase order size and to transform single-product buyers into multi-product ones. More recently, cross-selling has evolved into a strategy for customer relationship management. This article starts with a discussion of the benefits and pitfalls of cross-selling as a strategy for...

This study addresses a problem commonly encountered by marketers who attempt to assess the impact of their sales promotions: the lack of data on competitive marketing activity. In most industries, competing firms may have competitive sales data from syndicated services or trade organizations, but seldom have access to data on competitive promotions...

When planning and implementing their price-promotions strategy, retail chain managers face the typical dilemma of “thinking globally, but acting locally.” In other words, they must plan their strategy, keeping in mind the global chain-level impact of their promotions, to deliver on the commitments made to manufacturers. At the same time, managers n...

Many companies collect substantial information about their interactions with their customers.Yet information about their customers’ transactions with competing firms is often sparse or nonexistent. As a result, firms are often compelled to manage customer relationships from an inward view of their customers. However, the empirical analysis in this...

Many companies collect substantial information about their interactions with their customers. Yet information about their customers' transactions with competing firms is often sparse or nonexistent. As a result, firms are often compelled to manage customer relationships from an inward view of their customers. However, the empirical analysis in this...

Critics and their opinions or critical reviews play a major role in many markets. Marketing research on how critics impact product performance has so far examined an aggregate critic effect. An obstacle in studies examining the relationship of aggregate critical opinion and product sales is the close association between the intrinsic quality of a p...

Conjoint analysis has already been widely accepted by marketing researchers as a popular instrument for the measurement of consumer preferences. Typical applications of conjoint analysis include new product design based on the relationship between product features and predicted choice behavior, benefit segmentation based on attribute preferences, e...

Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its subsidiaries, taking into explicit consideration the fact that t...

In this study, we propose a model of individual voter behavior that can be applied to aggregate data at the district (or precinct) levels while accounting for differences in political preferences across districts and across voters within each district. Our model produces a mapping of the competing candidates and electoral districts on a latent "iss...

Most election forecasting research to date has been conducted in the context of single-round elections. However, more than 40 countries in the world employ a two-stage process, where actual voting data are available between the first and the second rounds to help politicians understand their position in relation to each other and to voter preferenc...

The authors express their gratitude to Sanyin Siang (Managing Director, Teradata Center for Customer Relationship Management at the Fuqua School of Business, Duke University); research assistants Sarwat Husain, Michael Kurima, and Emilio del Rio; and an anonymous wireless telephone carrier that provided the data for this study. The authors also tha...

Household life cycle has been widely used as a determinant of consumer behavior and a basis for market segmentation. However, there is considerable disagreement about how life stages should be defined and how households progress through these stages. Existing studies use a priori definitions, which are tested on a cross-sectional survey of househol...

The world today is rife with product recommendations from professional critics and experts that are available from numerous sources—television, magazines, radio, internet, etc. Very often these recommendations shape our decisions and choices. In this study, we investigate two main issues regarding expert opinions. First, we present an approach that...

The goal of this preface is to describe how the special section on customer relationship management (CRM) was developed. In May 2003, Richard Staelin, Executive Director of the Teradata Center for Customer Relationship Management at Duke University, proposed that Journal of Marketing (JM) publish a special section. The proposal included activities...

Customer relationship management (CRM) typically involves tracking individual customer behavior over time, and using this knowledge to configure solutions precisely tailored to the customers' and vendors' needs. In the context of choice, this implies designing longitudinal models of choice over the breadth of the firm's products and using them pres...

With recent advances in information technology, most companies are amassing extensive customer databases. The wealth of information in these databases can be useful in identifying those customers most likely to purchase a new product and in predicting when this adoption may take place. This can assist database marketers in determining when individu...

When firms' customers are located in geographically dispersed areas, it can be difficult to manage service quality because its relative importance is likely to vary spatially. This article shows how addressing such spatial aspects of satisfaction data can improve management's ability to implement programs aimed at enhancing service quality. Specifi...

How do operational, marketing and profitability efficiencies behave towards different delivery channel units (presential and remote) when these variables are concatenated following a SPC framework? Based on a banking four-tier delivery taxonomy (usage place, usage access, types of service channels and logistic resources), an integrated model is pro...

Family lifecycle has been widely used by marketers as a determinant of consumer behavior and as a basis for market segmentation. However, despite the prevalence of this concept in the literature, limited empirical evidence has been presented on the existence and nature of this lifecycle. All published studies use a priori definitions of the various...

Unobserved heterogeneity in random utility choice models can be dealt with by specifying either a multinomial or a normal distribution of the coefficients, leading to finite mixture logit and mixed logit models. Focusing on the former, we show that individual-level estimates and predictions of finite mixtures estimated by maximizing the likelihood...

Paul Green, writing with Carmone and Wachpress (1976), was among the first scholars to introduce latent variable models to marketing by utilizing the CANDECOMP procedure (Carroll 1980) on contingency tables. A year later, Green, Carmone, and Wachpress (1977) introduced logit and log-linear multi variate models to the field of marketing. Green went...

Multivariate count data are commonly analysed by using Poisson distributions with varying intensity parameters, resulting in a random-effects model. In the analysis of a data set on the frequency of different emotion experiences we find that a Poisson model with a single random effect does not yield an adequate fit. An alternative model that requir...

We develop a general class of factor-analytic models for the analysis of multivariate (truncated) count data. Dependencies in multivariate counts are of interest in many applications, but few approaches have been proposed for their analysis. Our model class allows for a variety of distributions of the factors in the exponential family. The proposed...

An important aspect of the new orientation on customer relationship marketing is the use of customer transaction databases for the cross-selling of new services and products. In this study, we propose a mixed data factor analyzer that combines information from a survey with data from the customer database on service usage and transaction volume, to...

n a situation where several hundred new music albums are released each month, produc- ing sales forecasts in a reliable and consistent manner is a rather difficult and cumbersome task. The purpose of this study is to obtain sales forecasts for a new album before it is intro- duced. We develop a hierarchical Bayesian model based on a logistic diffus...

We develop an analytical model of contingent valuations and address two questions of import to a monopolist: (i) should a given pair of complements or substitutes be sold separately (pure components), together (pure bundling), or both (mixed bundling), and at what prices? (ii) How do optimal bundling and pricing strategies for complements and subst...

This study concerns list augmentation in direct marketing. List augmentation is a special case of missing data imputation. We review previous work on the mixed outcome factor model and apply it for the purpose of list augmentation. The model deals with both discrete and continuous variables and allows us to augment the data for all subjects in a co...

In market segmentation, one distinguishes homogeneous groups of customers who can be targeted in the same manner because they have similar needs and preferences. In 1956, Smith defined: "Market segmentation involves viewing a heterogeneous market as a number of smaller homogeneous markets, in response to differing preferences, attributable to the d...

The service-profit chain (SPC) is a framework for linking service operations, employee assessments, and customer assessments to a firm's profitability (Heskett et al. 1994). The SPC provides an integrative framework for understanding how a firm's operational investments into service operations are related to customer perceptions and behaviors, and...

We consider customer influences on market structure, arguing that market structure should explain the extent to which any given set of market offerings are substitutes or complements. We describe recent additions to the market structure analysis literature and identify promising directions for new research in market structure analysis. Impressive a...

this article. They also thank Jonathan Levav for assistance in data collection

Despite the claim that satisfaction ratings are linked to repurchase behavior, few attempts can be found that relate satisfaction ratings to actual repurchase behavior. This article fills this void by presenting a conceptual model for relating satisfaction ratings and repurchase behavior. The model is based on the premise that ratings observed in a...

We develop a general approach to factor analysis that involves observed and latent variables that are assumed to be distributed in the exponential family. This gives rise to a number of factor models not considered previously and enables the study of latent variables in an integrated methodological framework, rather than as a collection of seemingl...

We propose Multivariate Tobit models with a factor structure on the covariance matrix. Such models are particularly useful in the exploratory analysis of multivariate censored data and the identification of latent variables from behavioral data. The factor structure provides a parsimonious representation of the censored data and reduces the dimensi...

Conjoint choice designs are frequently applied in practice, and often a base alternative is added to the design. When such a 'no-choice' base alternative is present in conjoint choice experiments a constant term should be added to the design ('X'-) matrix with attribute dummies when effects type and/or linear coding is used for the attribute levels...