Mind-Set Metrics in Market Response Models: An Integrative Approach

Research Fellow, School of Management, Boston University (e-mail: [email protected]). Marc Vanhuele is Associate Professor of Marketing, HEC Paris (e-mail: [email protected]). Koen Pauwels is Associate Professor of Marketing, Özyeğin University, Istanbul (e-mail: koen.pauwels@ozyegin. edu.tr). The authors thank Kantar Worldpanel France for providing the data used in this article and the Marketing Science Institute for financial support. They also thank the two anonymous JMR reviewers for their helpful suggestions. For insightful comments, the authors thank the participants at the 2007 Marketing Science Conference; the 2008 Yale Collaborative & Multidisciplinary Research Conference; the 2008 Marketing Dynamics Conference; and the research seminars of the McDonough School of Business at Georgetown University, Bilkent University, and the Tuck School of Business at Dartmouth College. Sunil Gupta served as associate editor for this article. SHUBA SRINIVASAN, MARC VANHUELE, and KOEN PAUWELS*