Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors

References

• Acquisti A, Varian HR (2005) Conditioning prices on purchase history. Marketing Sci. 24(3):367–381.Link, Google Scholar
• Bentley T, Chan T, Cosguner K, Park Y-H (2018) Ranking as an imperfect signal in sponsored search advertising and its empirical implications. Working paper, University of Texas at Austin, Austin.Google Scholar
• Berke A, Fulton G, Vaccarello L (2014) The Retargeting Playbook: How To Turn Web-Window Shoppers into Customers (John Wiley & Sons, Hoboken, NJ).Google Scholar
• Bleier A, Eisenbeiss M (2015) Personalized online advertising effectiveness: The interplay of what, when, and where. Marketing Sci. 34(5):669–688.Link, Google Scholar
• Chan TY, Park Y-H (2015) Consumer search activities and the value of ad positions in sponsored search advertising. Marketing Sci. 34(4):606–623.Google Scholar
• Chen Y, Yao S (2016) Sequential search with refinement: Model and application with click-stream data. Management Sci. 63(12):4345–4365.Link, Google Scholar
• Chen Y, Narasimhan C, Zhang ZJ (2001) Individual marketing with imperfect targetability. Marketing Sci. 20(1):23–41.Link, Google Scholar
• Choi M, Dai AY, Kim K (2018) Consumer search and price competition. Econometrica 86(4):1257–1281.Crossref, Google Scholar
• Cosguner K, Chan TY, Seetharaman PB (2016) Dynamic pricing in a distribution channel in the presence of switching costs. Management Sci. 64(3):1212–1229.Link, Google Scholar
• Cristal G (2015) Ad Serving Technology: Understand the Marketing Revelation That Commercialized the Internet (Gregory Cristal, London).Google Scholar
• De Los Santos B, Hortaçsu A, Wildenbeest MR (2012) Testing models of consumer search using data on web browsing and purchasing behavior. Amer. Econom. Rev. 102(6):2955–2980.Crossref, Google Scholar
• Elrod T, Winer RS (1982) An empirical evaluation of aggregation approaches for developing market segments. J. Marketing 46(4):65–74.Crossref, Google Scholar
• Fudenberg D, Tirole J (2000) Customer poaching and brand switching. RAND J. Econom. 31(4):634–657.Crossref, Google Scholar
• Fudenberg D, Villas-Boas JM (2006) Behavior-based price discrimination and customer recognition. Hendershott T, ed. Handbook on Economics and Information Systems, vol. 1 (Emerald Group Publishing, Bingley, UK), 377–436.Google Scholar
• Geweke J, Keane M, Runkle D (1994) Alternative computational approaches to inference in the multinomial probit model. Rev. Econom. Statist. 76(4):609–632.Crossref, Google Scholar
• Goldfarb A, Tucker CE (2011a) Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3):389–404.Link, Google Scholar
• Goldfarb A, Tucker CE (2011b) Privacy regulation and online advertising. Management Sci. 57(1):57–71.Link, Google Scholar
• Hajivassiliou VA, Ruud PA (1994) Classical estimation methods for LDV models using simulation. Engle RF, McFadden DL, eds. Handbook of Econometrics, vol. 4 (Elsevier, Amsterdam), 2383–2441.Google Scholar
• Honka E (2014) Quantifying search and switching costs in the US auto insurance industry. RAND J. Econom. 45(4):847–884.Crossref, Google Scholar
• Honka E, Chintagunta P (2016) Simultaneous or sequential? Search strategies in the U.S. auto insurance industry. Marketing Sci. 36(1):21–42.Link, Google Scholar
• Keane MP (1994) A computationally practical simulation estimator for panel data. Econometrica 62(1):95–116.Google Scholar
• Kim JB, Albuquerque P, Bronnenberg BJ (2010) Online demand under limited consumer search. Marketing Sci. 29(6):1001–1023.Link, Google Scholar
• Koulayev S (2014) Search for differentiated products: Identification and estimation. RAND J. Econom. 45(3):553–575.Crossref, Google Scholar
• Lambrecht A, Tucker C (2013) When does retargeting work? Information specificity in online advertising. J. Marketing Res. 50(5):561–576.Crossref, Google Scholar
• Pazgal A, Soberman D (2008) Behavior-based discrimination: Is it a winning play, and if so, when? Marketing Sci. 27(6):977–994.Link, Google Scholar
• Rossi PE, McCulloch RE, Allenby GM (1996) The value of purchase history data in target marketing. Marketing Sci. 15(4):321–340.Link, Google Scholar
• Sahni NS (2016) Advertising spillovers: Evidence from online field experiments and implications for returns on advertising. J. Marketing Res. 53(4):459–478.Crossref, Google Scholar
• Sahni NS, Narayanan S, Kalyanam K (2019) An experimental investigation of the effects of retargeted advertising: The role of frequency and timing. J. Marketing Res. 56(3):401–418.Crossref, Google Scholar
• Shaffer G, Zhang ZJ (1995) Competitive coupon targeting. Marketing Sci. 14(4):395–416.Link, Google Scholar
• Shin J, Sudhir K (2010) A customer management dilemma: When is it profitable to reward one’s own customers? Marketing Sci. 29(4):671–689.Link, Google Scholar
• Stigler GJ (1961) The economics of information. J. Political Econom. 69(3):213–225.Crossref, Google Scholar
• Ursu RM (2018) The power of rankings: Quantifying the effect of rankings on online consumer search and purchase decisions. Marketing Sci. 37(4):530–552.Link, Google Scholar
• Villas-Boas JM (1999) Dynamic competition with customer recognition. RAND J. Econom. 30(4):604–631.Crossref, Google Scholar
• Villas-Boas JM (2004) Consumer learning, brand loyalty, and competition. Marketing Sci. 23(1):134–145.Link, Google Scholar
• Weitzman ML (1979) Optimal search for the best alternative. Econometrica 47(3):641–654.Crossref, Google Scholar