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2014 Marketing Research Camp

Published: 2014-01-10

The Marketing & Logistics Department’s annual Marketing Research Camp will be held on Friday, January 17th, 2014. The event provides an opportunity for Fisher faculty and outside guests to discuss their current research. As in past years, we have invited four top scholars to present during the event.

 This year we will be welcoming Meg Campbell from the University of Colorado and Vlad Griskevicius from the University of Minnesota to discuss topics related to consumer behavior.

 “The Progress Bias: When One Step Forward Seems Larger Than One Step Back,” Meg Campbell

While many theories emphasize goal monitoring as a critical step in successful goal pursuit, surprisingly little research investigates whether consumers accurately monitor their goal progress. We contribute to the literature by identifying a tendency for consumers to show a progress bias in goal monitoring.

 “Fundamental Motives for Why We Buy,” Vlad Griskevicius

Modern choices continue to be guided by the same motives that drove our ancestors' everyday decisions. Understanding how these fundamental motives influence psychology provides insight into consumer behavior, while also revealing the hidden wisdom of our seemingly irrational tendencies.

 Our quantitative marketing guests will Paul Ellickson from the University of Rochester and  P.K. Kannan from the University of Maryland.

 Estimation of Dynamic Discrete Choice Models in Continuous Time with an Application to Retail Competition,” Paul Ellickson

We propose a method for estimating and solving dynamic discrete choice models in a continuous time framework that is computationally light, especially in the context of dynamic games. We apply our technique to examine the impact of Walmart’s entry into the retail grocery industry, showing that even the threat of entry by Walmart has a substantial effect on market structure.

 “Optimal Design of Content Samples for Digital Products and Services,” P.K. Kannan

In this paper, we develop a framework to understand the mechanisms through which free samples impact revenue generation in the case of creative content, specifically books (digital products) and video content (digital services).

 All presentations will be on Friday, January 17th. If you are a faculty member or graduate student and would like additional information, please contact Michelle Blatnik (blatnik.9@fisher.osu.edu).