Henry Assael

New York University (NYU) - Department of Marketing

Professor of Marketing

Henry Kaufman Ctr

44 W 4 St.

New York, NY

United States

SCHOLARLY PAPERS

3

DOWNLOADS

737

SSRN CITATIONS

1

CROSSREF CITATIONS

7

Scholarly Papers (3)

An Empirical Study of Word-of-Mouth Generation and Consumption

Marketing Science (Forthcoming)
Number of pages: 35 Posted: 22 Sep 2012
University of Southern California - Marshall School of Business, The Chinese University of Hong Kong (CUHK) - Department of Marketing, New York University (NYU) - Department of Marketing, New York University (NYU) - Department of Marketing and Central South University
Downloads 361 (88,748)

Abstract:

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Word-of-Mouth, Communication, Discrete Choice Model, Probit Model, Finite Mixture Model

An Empirical Study of Word-of-Mouth Generation and Consumption

Marketing Science, Vol. 31, No. 6, pp. 952-963, 2012, DOI: 10.1287/mksc.1120.0738
Posted: 29 Jan 2013 Last Revised: 04 Jul 2013
University of Southern California - Marshall School of Business, The Chinese University of Hong Kong (CUHK) - Department of Marketing, New York University (NYU) - Department of Marketing, New York University (NYU) - Department of Marketing and Central South University

Abstract:

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word-of-mouth, communication, discrete-choice model, probit model, finite mixture model

2.

The Impact of TV Program Involvement on Program Attitudes and Subsequent Exposure

Number of pages: 17 Posted: 21 Nov 2006
Henry Assael and David F. Poltrack
New York University (NYU) - Department of Marketing and Columbia Business School
Downloads 192 (171,001)

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3.

Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing

Marketing Science, 33 (2), 222-240, January 2014
Number of pages: 51 Posted: 31 Jan 2013 Last Revised: 20 Apr 2015
Sam K. Hui, Tom Meyvis and Henry Assael
New York University (NYU) - Department of Marketing, New York University (NYU) - Department of Marketing and New York University (NYU) - Department of Marketing
Downloads 184 (177,723)
Citation 1

Abstract:

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TV shows, moment to moment data, consumer enjoyment