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http://ssrn.com/abstract=1419722
 
 

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Modeling of Marketing Channels: Implications for Both Fields and a Call for Future Research


Robert J. Meyer


University of Pennsylvania - Marketing Department

Joachim Vosgerau


Carnegie Mellon University - David A. Tepper School of Business

Vishal P. Singh


GSIA, Carnegie Mellon University

Joel Urbany


University of Notre Dame - Department of Marketing

Gal Zauberman


University of Pennsylvania - Marketing Department

Michael I. Norton


Harvard Business School - Marketing Unit

Tony Haitao Cui


University of Minnesota - Twin Cities

Brian T. Ratchford


University of Texas at Dallas

Alessandro Acquisti


Carnegie Mellon University - Heinz College

David R. Bell


University of Pennsylvania - Marketing Department

Barbara E. Kahn


University of Pennsylvania - Marketing Department; University of Miami

June 1, 2009

Marketing Letters, Forthcoming

Abstract:     
Game-theoretic models of marketing channels typically rely on simplifying assumptions that, from a behavioral perspective, often appear naïve. However, behavioral researchers have produced such an abundance of behavioral regularities that they are impossible to incorporate into game-theoretic models. We believe that a focus on three core findings would benefit both fields; these are: First, beliefs that are held by the various players regarding profit consequences of different actions are incomplete and often biased; second, players’ preferences and optimization objectives are not commonly known; and third, players have insufficient cognitive abilities to achieve optimization objectives. Embracing these three findings shifts the focus from rational decision making to how decision makers learn to improve their decision making skills. Concluding, we believe that greater convergence of game-theoretic modeling and behavioral research in marketing channels would lead to new insights for both fields.

Number of Pages in PDF File: 25

Keywords: marketing channels, game theory, behavioral decision research

JEL Classification: D03, D40, D70, D80, D90, L10, L20, M10, M30, M31

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Date posted: June 16, 2009 ; Last revised: January 4, 2012

Suggested Citation

Meyer, Robert J. and Vosgerau, Joachim and Singh, Vishal P. and Urbany, Joel and Zauberman, Gal and Norton, Michael I. and Cui, Tony Haitao and Ratchford, Brian T. and Acquisti, Alessandro and Bell, David R. and Kahn, Barbara E., Modeling of Marketing Channels: Implications for Both Fields and a Call for Future Research (June 1, 2009). Marketing Letters, Forthcoming. Available at SSRN: http://ssrn.com/abstract=1419722

Contact Information

Robert J. Meyer
University of Pennsylvania - Marketing Department ( email )
700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Joachim Vosgerau
Carnegie Mellon University - David A. Tepper School of Business ( email )
5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States
Vishal P. Singh
GSIA, Carnegie Mellon University ( email )
5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States
Joel Urbany
University of Notre Dame - Department of Marketing ( email )
Notre Dame, IN 46556-0399
United States
Gal Zauberman
University of Pennsylvania - Marketing Department ( email )
700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Michael I. Norton
Harvard Business School - Marketing Unit ( email )
Soldiers Field
Boston, MA 02163
United States
Tony Haitao Cui (Contact Author)
University of Minnesota - Twin Cities ( email )
321 19th Ave S
Suite 3-150
Minneapolis, MN 55455
United States
Brian T. Ratchford
University of Texas at Dallas ( email )
2601 North Floyd Road
Richardson, TX 75083
United States
Alessandro Acquisti
Carnegie Mellon University - Heinz College ( email )
Pittsburgh, PA 15213-3890
United States
412-268-9853 (Phone)
412-268-5339 (Fax)
David R. Bell
University of Pennsylvania - Marketing Department ( email )
700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Barbara E. Kahn
University of Pennsylvania - Marketing Department ( email )
700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

University of Miami ( email )
United States
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