Congratulations to Yu Ma, Associate Professor in Marketing, Laurette Dub茅, Professor in Marketing and听Nathan Yang, Assistant Professor in听Marketing, on being awarded the 2018 SSHRC Insight Grant 鈥淎n Empirical Investigation of Digital Goods Consumption and Its Impact on Word-of-Mouth Marketing鈥�.
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Published on: 23 Jul 2018
Authors: Kusum L. Ailawadi, Yu Ma and Dhruv Grewal
Publication: Journal of Marketing Research, Vol. 55, No. 2, 2018, pp. 193-207.
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This article studies the impact of shopping at the warehouse club format on households' packaged food-for-home purchases. In addition to low prices, this format has several unique characteristics that can influence packaged food purchases. The empirical analysis uses a combination of households' longitudinal grocery purchase information, rich survey data, and detailed item-level nutrition information. After accounting for selection on observables and unobservables, the authors find a substantial increase in the total quantity (servings per capita) of purchases attributable to shopping at this format. Because there is no effect on quality of purchases, this translates into a substantial increase in calories, sugar, and saturated fat per capita. The increase comes primarily from storable and impulse foods and it is drawn equally from foods that have positive and negative health halos. The results have important implications for how marketers can create win鈥搘in opportunities for themselves and for consumers.
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Published on: 9 Jan 2018
Authors:听Trivedi, M.,听Gauri, D.K., Yu, M.听
Publication:听Management Science, Vol. 63, No. 10, October 2017听听
Abstract:听
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Published on: 6 Oct 2016
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