Marketing Research Series

Research Seminar with Robin Soster, University of Arkansas

Recently, the Marketing Department invited Professor Robin Soster from the University of Arkansas to speak about her research. Professor Soster presented a paper titled, “How cost reclassification can reduce rumination on loss and eliminate the sunk cost effect in preliminary choice settings” on Friday, November 13. This research examines the effect of cost reclassification (i.e., reframing sunk costs as instrumental toward a newly-available alternative) on the propensity of Continue Reading

Research Seminar with Caglar Igmak, University of Miami

On the invitation of the Marketing Department, Professor Caglar Irmak from the University of Miami gave a research seminar titled, “Merely Available: Products May Be Effective without Actual Consumption” on Friday, April 3. This research shows that providing people with access to a relevant product, without them actually using it, can enhance their performance. For example, participants with access to coffee were faster at a reaction-time task than those without access to coffee. Continue Reading

Research Seminar with Ting Zhu, University of British Columbia

On the invitation of the Marketing Ph.D. students, Professor Ting Zhu from the University of British Columbia gave a research seminar about “Can Price Matching Defeat Showrooming?” on Friday, April 17th. This research studies the impact of Best Buy’s recent price-matching policy on the price competition between Best Buy and Amazon. Specifically, she examines whether the policy can defeat consumers’ showrooming behavior. Data indicate that both Best Buy and Amazon adjusted prices in the same directions. Continue Reading

Research Seminar with Rajesh Bagchi, Virginia Tech

On the invitation of the Marketing Department, Professor Rajesh Bagchi from Virginia Tech gave a research seminar titled, “Is a 70% Forecast More Accurate than a 30% Forecast?” on Friday, March 27. This research examines how level of a forecast affects inferences about forecasts and forecasters. Specifically, forecasters often state the probability when making predictions about uncertain events (e.g., sporting games, stock fluctuations). Continue Reading