Slider Scale or Text Box: How Response Format Shapes Responses
By Manoj Thomas (Cornell) and Ellie J. Kyung (Dartmouth College) Managers and researchers increasingly use textboxes and slider scales interchangeably to collect price, donations, or willingness-to-pay information from people. For example, Priceline collects Name Your Own Price bid information through a textbox on its website, but through a slider scale through its mobile app. Many […]
An Audience of One: Behaviorally Targeted Ads as Implied Social Labels
An Audience of One: Behaviorally Targeted Ads as Implied Social Labels By Professor Christopher Summers (et al.). Assistant Professor of Marketing at Darla Moore School of Business. Targeted ads may change how your customers see themselves. While most advertising relies on group segmentation (e.g., demographics), targeting based on behavior is becoming increasingly common. The increased […]
Swayed by the Numbers: The Consequences of Displaying Product Review Attributes
Swayed by the Numbers: The Consequences of Displaying Product Review Attributes By Professor Jared Watson, NYU Stern School of Business Consumers are shopping online more than ever, and as a result, product reviews are becoming more important than ever. In fact, reviews may be considered one of the most important product attributes today. Given this, […]
