We examine the effect of direct mail (commonly referred to as junk mail) advertising on individual financial decisions by studying consumer choice of home equity debt contracts. Consistent with the theoretical predictions, we find that financial variables underlying the relative pricing of debt contracts are the leading factors explaining consumers’ home equity debt choice. Furthermore, we also...

We examine the effect of direct mail (commonly referred to as junk mail) advertising on individual financial decisions by studying consumer choice of home equity debt contracts. Consistent with the theoretical predictions, we find that financial variables underlying the relative pricing of debt contracts are the leading factors explaining consumers’ home equity debt choice. Furthermore, we also...

advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher be...

Consumer Generated Media(CGM) is growing rapidly and the amount of content is increasing. However, it is often difficult for users to extract important contents and the existence of contents recording their experiences can easily be forgotten. As there are no methods or systems to indicate the subjective value of the contents or ways to reuse them, subjective annotation appending subjectivity, ...

Consumer behaviour at pure Internet players has been analysed thoroughly in earlier work. When it comes to retailers with multiple distribution channels, however, new behaviour patterns can be observed. Given the fact that multi-channel retailing is much more common than Internet-only, the analysis of consumer behaviour in a multi-channel context constitutes a challenge for the deeper understan...

In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Across the world, celebrities have been used for a wide variety of brands. The crescendo of celebrities endorsing brands has been ste...

Introduction My charge as part of this workshop was to serve as one of two formal discussants, focusing in particular on how well the proposed redesigns address the key methodological and cognitive concerns expressed in various forums with regard to the Consumer Expenditure Surveys. I greatly appreciate the opportunity to review many of the papers and presentations on the methodological concern...

This paper explores whether and how a firm should adapt its strategy in view of consumer use of prior customer ratings. Specifically, we consider optimal pricing and whether the firm should offer an unexpected frill to early customers to enhance their product experiences. We show that if price history is unobserved by consumers, a forward-looking firm should always modify its strategy from sing...