When Less Is More: Data and Power in Advertising Experiments
Published Online:26 Jul 2016https://doi.org/10.1287/mksc.2016.0998
- Cited by
- 13 January 2026 | Quantitative Marketing and Economics, Vol. 24, No. 1
- 11 September 2025 | Management Science, Vol. 72, No. 5
- International Journal of Research in Marketing, Vol. 90
- 31 January 2026 | International Journal of Multidisciplinary Research, Vol. 2, No. 1
- Journal of Development Economics, Vol. 179
- 29 April 2025 | Journal of the Academy of Marketing Science, Vol. 53, No. 6
- 12 February 2025 | Management Science, Vol. 71, No. 10
- 31 July 2024 | Applied Economics, Vol. 57, No. 42
- 15 January 2025 | Management Science, Vol. 71, No. 9
- 3 February 2025 | Quantitative Marketing and Economics, Vol. 23, No. 3
- 4 August 2025 | Applied Economics, Vol. 3
- International Journal of Research in Marketing, Vol. 178
- 25 March 2024 | Information Systems Research, Vol. 36, No. 1
- Journal of Environmental Management, Vol. 375
- 1 January 2025 | SSRN Electronic Journal, Vol. 107
- 13 November 2023 | Marketing Letters, Vol. 35, No. 4
- 6 May 2024 | Journal of Interactive Marketing, Vol. 59, No. 4
- American Economic Journal: Economic Policy, Vol. 16, No. 4
- 1 September 2024 | MIS Quarterly, Vol. 48, No. 3
- 5 January 2024 | Marketing Science, Vol. 43, No. 4
- 20 November 2023 | Quantitative Marketing and Economics, Vol. 22, No. 1
- International Journal of Research in Marketing, Vol. 41, No. 1
- Pacific-Basin Finance Journal, Vol. 83
- 1 January 2024 | SSRN Electronic Journal, Vol. 90
- 5 July 2024 | Applied Mathematics and Nonlinear Sciences, Vol. 9, No. 1
- 30 October 2023 | Sage Open, Vol. 13, No. 4
- 23 March 2023 | Journal of Economics & Management Strategy, Vol. 32, No. 3
- 17 January 2023 | Journal of Marketing Research, Vol. 60, No. 4
- 6 April 2023 | Marketing Science, Vol. 42, No. 3
- 26 May 2023 | Auditing: A Journal of Practice & Theory, Vol. 42, No. 2
- 26 May 2022 | Management Science, Vol. 69, No. 3
- 1 January 2023 | SSRN Electronic Journal, Vol. 74
- 1 January 2023 | SSRN Electronic Journal, Vol. 3
- 1 January 2023 | SSRN Electronic Journal, Vol. 55
- 1 January 2023 | SSRN Electronic Journal, Vol. 41
- Journal of Public Economics, Vol. 213
- 13 August 2022 | Sustainability, Vol. 14, No. 16
- 16 February 2022 | Information Systems Research, Vol. 33, No. 2
- 16 March 2021 | Journal of Quality Assurance in Hospitality & Tourism, Vol. 23, No. 2
- 17 December 2021 | Sustainability, Vol. 13, No. 24
- American Economic Review, Vol. 111, No. 10
- 9 December 2020 | Consumer Psychology Review, Vol. 4, No. 1
- 8 January 2020 | Management Science, Vol. 66, No. 8
- 9 June 2020 | Information Systems Research, Vol. 31, No. 2
- 18 July 2018 | Marketing Science, Vol. 39, No. 3
- 31 March 2020 | International Economic Review, Vol. 61, No. 2
- Spanish Journal of Marketing - ESIC, Vol. 24, No. 1
- International Journal of Research in Marketing, Vol. 36, No. 3
- 29 March 2019 | Journal of Marketing Research, Vol. 56, No. 3
- 4 April 2019 | Marketing Science, Vol. 38, No. 2
- SSRN Electronic Journal, Vol. 64
- SSRN Electronic Journal, Vol. 11
- SSRN Electronic Journal, Vol. 31
- SSRN Electronic Journal, Vol. 11
- SSRN Electronic Journal, Vol. 91
- 1 December 2017 | Journal of Marketing Research, Vol. 54, No. 6
- Journal of Health Economics, Vol. 55
- SSRN Electronic Journal, Vol. 34
- SSRN Electronic Journal, Vol. 51
Volume 36, Issue 1
January-February 2017
Pages 1-159
Article Information
Supplemental Material
Metrics
Information
- Received:March 05, 2015
- Accepted:January 13, 2016
- Published Online:July 26, 2016
Copyright © 2017, INFORMS
Cite as
Garrett A. Johnson, Randall A. Lewis, David H. Reiley (2016) When Less Is More: Data and Power in Advertising Experiments. Marketing Science 36(1):43-53.
https://doi.org/10.1287/mksc.2016.0998
Keywords
