Out with the new, in with the old

Article Abstract:

The hypotheses on marketing presented in three papers written during the period from 1980 to 1990 are examined to find out the cause of failure of these hypotheses. It is also shown that these theories are really practicable and that their employment can create novel marketing solutions.

Marketing

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Measuring consumer reactions to sponsoring partnerships based upon emotional and attitudinal responses

Article Abstract:

It is contended that the impacts of the reactions of consumers to sponsorships can be measured effectively by using techniques of peripheral information processing. Net Emotional Response score (NERS), Net Attitude Response Score (NARS), etc. are dealt with in detail.

Consumer Behavior, Measurement, Human information processing, Consumer behaviour

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The century of Bayes

Article Abstract:

A comprehensive examination of the significance and usage of Bayesian analysis in market research is presented. A few of the popular applications of Bayesian analysis in marketing research are discussed.

Usage, Bayesian statistical decision theory, Bayesian analysis, Works, Bayes, Thomas

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