Department of Marketing & Entrepreneurship

Spring 2014

Time: Friday 10:30 a.m. - 12:00 Noon
Location: 365B Melcher Hall (Enter through Suite 365 Lobby)
Open to Public: No reservation or registration required.

Note: Topics and Abstracts will be added to this page throughout the semester

Date Speaker Topic
Feb. 7 Juliano Laran

    "Rise to the Challenge: Effort Interpretation Influences Motivation to Perform a Behavior"
  • Click to read Abstract

    This presentation investigates motivation to perform a behavior as a function of the perceived effort to perform it. We propose two routes through which effort influences motivation. One route is the difficulty route. When effort is interpreted in terms of how difficult a behavior is to perform, higher effort will decrease people’s motivation to perform the behavior. A second route is the challenge route. When effort is interpreted in terms of how challenging a behavior is to perform, higher effort will increase people’s motivation to perform the behavior. We demonstrate the effect of interpreting behaviors as difficult vs. challenging in the contexts of staying in shape, exposure to advertising, willingness to do volunteering work, and loyalty programs. We end with a discussion of implications for theories of effort and motivation and for the way marketers communicate the effort involved in consuming products and experiences.

Juliano Laran
Feb. 14 Avi Goldfarb

    "Crowdfunding: Social Frictions in the Flat World?"
Avi Goldfarb
Feb. 28 Ganesh Iyer
UC Berkeley

    "Competing for Attention in Social Communication Markets"
Ganesh Iyer
March 21 Timothy Gilbride
Notre Dame

    "What to Click, When to Stop, and What to Buy: A Model of Information Processing and Choice at an E-commerce Website"
Timothy Gilbride
April 7 Sam K. Hui
    "Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing"
  • Click to read Abstract

    Researchers often collect continuous consumer feedback ("moment-to-moment," or MTM, data) to understand how consumers respond during a variety of experiences (ranging from viewing a TV show to undergoing a colonoscopy). Analyzing how MTM judgments are integrated into overall evaluations allows researchers to determine how the structure of an experience influences consumers’ post-experience satisfaction. However, this analysis is challenging because of the functional nature of MTM data. As such, previous research has typically been limited to identifying the influence of heuristics, such as relying on average intensity, peak, and ending.

    We develop a Bayesian functional linear model to study how the different "moments" in the MTM data contribute to the overall judgment. Our approach incorporates a (temporally) weighted average of MTM data as well as specific “patterns” such as peak and trough, thus nesting previous approaches such as the “peak-end” rule as special cases. We apply our methodology to analyze data on TV show pilots collected by CBS. Our results reveal several interesting empirical findings. First, the last quintile of a TV show is weighted around four times as much as each of the first four quintiles. Second, patterns such as peak and trough do not play substantial roles in driving overall evaluations for TV shows. Finally, the last quintile is even more important for procedural dramas than for serial dramas. We discuss the managerial implications of our results and other potential applications of our general methodology.

April 11-12  

    The 32nd UH Marketing Doctoral Symposium. Keynote Speaker: Gary Frazier
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Department of Marketing & Entrepreneurship
University of Houston
334 Melcher Hall
Houston, Texas 77204-6021
Phone: 713-743-4555
Fax: 713-743-4572