O. Netzer

ABSTRACT We report the results of a survey conducted in November 2014 in which 29 quantitative marketing scholars from around the world reflected on the present and future of their field. The survey focused on substantive areas, methods and tools, practical and managerial relevance, doctoral training, and promotion and tenure. The results of the survey revealed several general insights on the challenges and opportunities faced by the field of quantitative marketing research.

... patience of my family. My heartfelt gratitude to my wife, Liat, and our three daughters, Niki, Jordan, and Kaylee who were a source of love, energy, support, and strength all these years. ... difficult decisions. For example, Liu and Simonson (working paper) demonstrate that ...

... This paper benefited from the comments of Shay Dotan-Eliaz, Nahum Melumad, Oleg Urminsky, and participants in the Columbia University Ph.D. seminar titled “Bridging Behavioral Decision Research and Marketing Science”. ⁎ Corresponding author. ...

Spending money on hedonic luxuries often seems wasteful, irrational, and even immoral. We propose that adding a small utilitarian feature to a luxury product can serve as a functional alibi, justifying the indulgent purchase and reducing indulgence guilt. We demonstrate that consumers tend to inflate the value, and usage frequency, of utilitarian features when they are attached to hedonic luxuries. Using a mixed-method approach, combining archival data (an analysis of over 1,000 online reviews of handbags) with studies conducted in the field and laboratory, we establish the functional alibi effect and show that it is mediated by guilt and more likely to occur when the luxury purchase is perceived as frivolous and expensive, and when the purchase is for oneself rather than a gift. We explore the effect of adding a functional alibi in a variety of marketing contexts, and we examine various consumer populations representing diverse demographics.

... We find that a procedure such as ranking that creates more conflict can lead to greater likelihood of purchase, compared to a procedure that involves less conflict, such as rating. ... Complicating Choice. Rom Y. Schrift, Oded Netzer, and Ran Kivetz (Columbia University). ...

W eb 2.0 provides gathering places for Internet users in blogs, forums, and chat rooms. These gathering places leave footprints in the form of colossal amounts of data regarding consumers' thoughts, beliefs, experiences , and even interactions. In this paper, we propose an approach for firms to explore online user-generated content and " listen " to what customers write about their and their competitors' products. Our objective is to convert the user-generated content to market structures and competitive landscape insights. The difficulty in obtaining such market-structure insights from online user-generated content is that consumers' postings are often not easy to syndicate. To address these issues, we employ a text-mining approach and combine it with semantic network analysis tools. We demonstrate this approach using two cases—sedan cars and diabetes drugs—generating market-structure perceptual maps and meaningful insights without interviewing a single consumer. We compare a market structure based on user-generated content data with a market structure derived from more traditional sales and survey-based data to establish validity and highlight meaningful differences.