Experiments on Strategic Choice and Markets

Marketing Letters, 19, (3-4), 417-429, 2008

Robert H. Smith School Research Paper No. RHS 2552156

13 Pages Posted: 21 Jan 2015

See all articles by Wilfred Amaldoss

Wilfred Amaldoss

Duke University - Fuqua School of Business

Teck Ho

University of California, Berkeley - Haas School of Business

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Kay-Yut Chen

University of Texas at Arlington

Preyas S. Desai

Duke University - Fuqua School of Business

Ganesh Iyer

University of California, Berkeley - Marketing Group

Sanjay Jain

University of Texas at Dallas

Noah Lim

University of Houston - C.T. Bauer College of Business

John Morgan

University of California, Berkeley - Economic Analysis & Policy Group

Ryan Oprea

University of California, Santa Cruz

Joydeep Srivastava

University of Maryland - Robert H. Smith School of Business

Date Written: July 31, 2008

Abstract

Much of experimental research in marketing has focused on individual choices. Yet in many contexts, the outcomes of one’s choices depend on the choices of others. Furthermore, the results obtained in individual decision making context may not be applicable to these strategic choices. In this paper, we discuss three avenues for further advancing our understanding of strategic choices. First, there is a need to develop theories about how people learn to play strategic games. Second, there is an opportunity to enrich standard economic models of strategic behavior by allowing for different types of bounded rationality and by relaxing assumptions about utility formulation. These new models can help us to more accurately predict strategic choices. Finally, future research can improve marketing practice by designing better mechanisms and validating them using experiments.

Suggested Citation

Amaldoss, Wilfred and Ho, Teck and Krishna, Aradhna and Chen, Kay-Yut and Desai, Preyas S. and Iyer, Ganesh and Jain, Sanjay and Lim, Noah and Morgan, John and Oprea, Ryan and Srivastava, Joydeep, Experiments on Strategic Choice and Markets (July 31, 2008). Marketing Letters, 19, (3-4), 417-429, 2008; Robert H. Smith School Research Paper No. RHS 2552156. Available at SSRN: https://ssrn.com/abstract=2552156

Wilfred Amaldoss (Contact Author)

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States
919-660-1894 (Phone)

Teck Ho

University of California, Berkeley - Haas School of Business ( email )

545 Student Services Building, #1900
2220 Piedmont Avenue
Berkeley, CA 94720
United States

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Kay-Yut Chen

University of Texas at Arlington ( email )

Arlington, TX
United States

Preyas S. Desai

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States

Ganesh Iyer

University of California, Berkeley - Marketing Group ( email )

Haas School of Business
Berkeley, CA 94720
United States

Sanjay Jain

University of Texas at Dallas ( email )

Jindal School of Management
University of Texas at Dallas
Richardson, TX 75080
United States

HOME PAGE: http://utdallas.edu/~sxj164830/

Noah Lim

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

John Morgan

University of California, Berkeley - Economic Analysis & Policy Group ( email )

Berkeley, CA 94720
United States
510-642-2669 (Phone)
810-885-5959 (Fax)

HOME PAGE: http://faculty.haas.berkeley.edu/rjmorgan/

Ryan Oprea

University of California, Santa Cruz ( email )

1156 High St
Santa Cruz, CA 95064
United States

Joydeep Srivastava

University of Maryland - Robert H. Smith School of Business ( email )

College Park, MD 20742-1815
United States

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