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We argue that psychologists who conduct experiments with long lags between the manipulation and the outcome measure should pay more attention to behavioral processes that intervene between the manipulation and the outcome measure. Neglect of such processes, we contend, stems from psychology's long tradition of short-lag lab experiments where there is little scope for intervening behavioral proc...

The primary inference problem in accelerated testing is determining (and minimising) the risk associated with extrapolating the results of the test to operating conditions. In this paper the theoretical basis for a strategy attacking this problem by designing experiments to reduce residual risk posed by alternative models is described.

To achieve the perfect experimental comparison, the field experimentalist would like to replay history. In this fantasy, a new approach or a new program would be tried. Then, the history rewind button would be pressed to replay events under the traditional or existing program with the same human beings to see whether things turned out differently. No one could argue that the two groups were dis...

T feasibility of using field experiments to optimize marketing decisions remains relatively unstudied. We investigate category pricing decisions that require estimating a large matrix of cross-product demand elasticities and ask the following question: How many experiments are required as the number of products in the category grows? Our main result demonstrates that if the categories have a fa...

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Field Experiments in Strategy Research Strategy research often aims to empirically establish a causal relationship between an independent variable and a dependent variable such as firm performance. For many important strategy research questions, however, traditional empirical techniques are not sufficient to establish causal effects with high confidence. We propose that field experiments have p...