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Activity Number:
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302
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Type:
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Topic Contributed
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Date/Time:
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Tuesday, August 4, 2009 : 10:30 AM to 12:20 PM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #305093 |
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Title:
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Cross-Channel and Advertising Effects in the Hierarchy of Consumer Decisionmaking
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Author(s):
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Venkatesh Shankar and Tarun Kushwaha*+
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Companies:
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Texas A&M University and The University of North Carolina at Chapel Hill
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Address:
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Kenan-Flagler Business School, Chapel Hill, NC, 27599-3490,
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Keywords:
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Multichannel ; Cross Channel ; Advertising ; Decision Making ; Hierarchy of Decisions
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Abstract:
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Managers are interested in better understanding the effects of different channels on a consumer as she moves through the different stages in decision making. In this paper, we examine channel (own and cross) effects and advertising effects on the outcomes in the different stages of consumer decision making. We develop a set of proportional response models and a simultaneous system of consumer response models. We estimate these models using data from auto insurance industry. We find that the exclusive agent channel and the Web are often synergistic. The exclusive agent and call center channels are complementary, while the independent agent and exclusive agent channels are competitive. Advertising has significant current effects on insurance quotes and significant lagged effects on brand awareness, insurance quotes, and policies. The findings offer important implications for marketers.
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