Documents disponibles écrits par cet auteur

How does popularity information affect choices? / Catherine Tucker in Management science, Vol. 57 N° 5 (Mai 2011) 

Public ISBD [article]  in Management science > Vol. 57 N° 5 (Mai 2011) . - pp. 828-842 Titre : How does popularity information affect choices? : A field experiment Type de document : texte imprimé Auteurs : Catherine Tucker, Auteur ; Juanjuan Zhang, Auteur Année de publication : 2011 Article en page(s) : pp. 828-842 Note générale : Management Langues : Anglais (eng) Mots-clés : Popularity  information  Observational  learning  Field  experiment  Internet  marketing Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : Popularity information is usually thought to reinforce existing sales trends by encouraging customers to flock to mainstream products with broad appeal. We suggest a countervailing market force: popularity information may benefit niche products with narrow appeal disproportionately, because the same level of popularity implies higher quality for narrow-appeal products than for broad-appeal products. We examine this hypothesis empirically using field experiment data from a website that lists wedding service vendors. Our findings are consistent with this hypothesis: narrow-appeal vendors receive more visits than equally popular broad-appeal vendors after the introduction of popularity information. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/5/828 [article] How does popularity information affect choices? : A field experiment [texte imprimé] / Catherine Tucker, Auteur ; Juanjuan Zhang, Auteur . - 2011 . - pp. 828-842. Management Langues : Anglais (eng) in Management science > Vol. 57 N° 5 (Mai 2011) . - pp. 828-842 Mots-clés : Popularity  information  Observational  learning  Field  experiment  Internet  marketing Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : Popularity information is usually thought to reinforce existing sales trends by encouraging customers to flock to mainstream products with broad appeal. We suggest a countervailing market force: popularity information may benefit niche products with narrow appeal disproportionately, because the same level of popularity implies higher quality for narrow-appeal products than for broad-appeal products. We examine this hypothesis empirically using field experiment data from a website that lists wedding service vendors. Our findings are consistent with this hypothesis: narrow-appeal vendors receive more visits than equally popular broad-appeal vendors after the introduction of popularity information. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/5/828

Search engine advertising / Avi Goldfarb in Management science, Vol. 57 N° 3 (Mars 2011) 

Public ISBD [article]  in Management science > Vol. 57 N° 3 (Mars 2011) . - pp. 458-470 Titre : Search engine advertising : Channel substitution when pricing ads to context Type de document : texte imprimé Auteurs : Avi Goldfarb, Auteur ; Catherine Tucker, Auteur Année de publication : 2011 Article en page(s) : pp. 458-470 Note générale : Management Langues : Anglais (eng) Mots-clés : Advertising  and  media  Information  systems  IT  policy  and  management  Electronic  commerce  Search  engine  advertising Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in "ambulance-chaser" regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5%–7% higher. Therefore, online advertising substitutes for offline advertising. This substitution toward online advertising is strongest in markets with fewer customers, suggesting that the relationship between the online and offline media is mediated by the marketers' need to target their communications. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/3/458 [article] Search engine advertising : Channel substitution when pricing ads to context [texte imprimé] / Avi Goldfarb, Auteur ; Catherine Tucker, Auteur . - 2011 . - pp. 458-470. Management Langues : Anglais (eng) in Management science > Vol. 57 N° 3 (Mars 2011) . - pp. 458-470 Mots-clés : Advertising  and  media  Information  systems  IT  policy  and  management  Electronic  commerce  Search  engine  advertising Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in "ambulance-chaser" regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5%–7% higher. Therefore, online advertising substitutes for offline advertising. This substitution toward online advertising is strongest in markets with fewer customers, suggesting that the relationship between the online and offline media is mediated by the marketers' need to target their communications. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/3/458