Bruce D. Weinberg

Information Acceleration: Validation and Lessons from the Field

Stable URL:http://links.jstor.org/sici?sici=0022-2437%28199702%2934%3A1%3C143%3AIAVALF%3E2.0.CO%3B2-MJournal of Marketing Research is currently published by American Marketing Association.Your use of the JSTOR archive indicates your acceptance of JSTORs Terms and Conditions of Use, available athttp://www.jstor.org/about/terms.html. JSTORs Terms and Conditions of Use provides, in part, that unless you have obtainedprior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content inthe JSTOR archive only for your personal, non-commercial use.Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained athttp://www.jstor.org/journals/ama.html.Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printedpage of such transmission.The JSTOR Archive is a trusted digital repository providing for long-term preservation and access to leading academicjournals and scholarly literature from around the world. The Archive is supported by libraries, scholarly societies, publishers,and foundations. It is an initiative of JSTOR, a not-for-profit organization with a mission to help the scholarly community takeadvantage of advances in technology. For more information regarding JSTOR, please contact support@jstor.org.http://www.jstor.orgSun Oct 21 14:33:01 2007

Don’t keep your Internet customers waiting too long at the (virtual) front door

Abstract One of the primary e-commerce challenges on the World Wide Web is when users experience intolerably long waits for a websites homepage to load. Zona Research, Inc. estimates that over

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4 billion in lost revenue is due to slow downloads over the Internet. When the loading time of a homepage exceeds the maximum amount of time that a Web user is willing to wait, a Web user will either redirect the web-browser to an alternative (e.g., competitors) website or quit using the Web; an opportunity, at the moment and perhaps forever, is lost to not only serve, influence, or interact with, a potential customer, but also to advance the growth of e-commerce. Given the important role of a homepage as a portal to a website or to a host of websites, it is critical that a homepage design consider not only appearance and functionality, but also loading time. The Internet industry has been devoting significant attention to solving the waiting time problem with approaches that are technical or operational in nature, with those most promising being extremely expensive and time consuming to employ (e.g., fiber optic cable). These approaches have not, up to this point in time, yielded the desired results. This research describes a complementary marketing approach to reducing the negative impact of the waiting time problem; one that is based on the psychological theorizing of “anchoring and adjustment,” with implications that would be relatively inexpensive to implement. In experiments where all Web users experienced the same actual wait for a homepage to load, those exposed to a shorter waiting time anchor, both perceived as shorter the waiting time for, and evaluated as higher the quality of, a homepage; and when the waiting time anchor was less than the actual waiting time, the perceived waiting time was less than the actual waiting time. In addition, those exposed to the smaller waiting time anchor were more likely to continue searching the associated website as opposed to searching a different website.

Electronic marketing

This publication contains reprint articles for which IEEE does not hold copyright. Full text is not available on IEEE Xplore for these articles.

A segmentation approach to patient health intervention

Electronic marketing is an established and fast growing research stream within electronic commerce that continues to evolve. New methods, models, lessons and best practices continue to be tested, discovered, refined and advanced. Our minitrack, now in its seventh year, highlights several interesting studies done in this area. We have accepted papers in two areas: 1) quantitative, empirical research with strong theoretical underpinnings, and 2) novel methods and approaches for envisioning and creating effective online/Internet marketing theory development or managerial best practice.

Concave or S-Shaped Sales Response to Advertising: Does It Really Matter?: A Mathematical Model Modifies Conventional Wisdom about Ad Budgeting

There has been an increasing interest in considering models that try to predict which patients will be readmitted to hospitals, or, if not yet having been a hospital patient, which patients will need hospitalization. One major reason for this is to optimize the intervention process, thereby saving billions of health-care dollars. In this article, we use patient-data from a large healthcare organization and attempt different segmentation models to identify patients who are most at risk for hospitalization. One of these models uses multiple linear regression to provide a prediction of a patient’s subsequent year’s hospitalization, and examines the variables that are significant in the prediction process. Two subsequent segmentations use logistic-regression to explore (1) how well we can discriminate between those who will be hospitalized and those who will not be hospitalized, and (2) those who will be hospitalized for a “lengthy stay” (≥15 days) vs. those who will not be hospitalized. We adopt an approach ...

Introduction to Electronic Marketing Minitrack

ABSTRACT In many advertising situations, the optimal decision—how much to spend and where to allocate the advertising budget—is not sensitive to the exact functional form used in modeling the process under study. For decades, however, researchers have taken for granted the conventional theory that the major distinction is whether the “shape” of sales, as a function of advertising, is concave—increasing, with diminishing returns—or S-shaped—convex to begin with, and after an inflection point, concave from then on. In fact, as the current study showed, the distinction between concave and S-shaped sales-response functions can be irrelevant. The optimal advertising decision may not vary depending on the type of function.

Social spending: Managing the social media mix

Electronic Marketing continues to be a vigorous research stream within electronic commerce. Our minitrack continues in its tenth year to highlight some of the most interesting studies in this area. This year, we have accepted papers in two areas: 1) quantitative, empirical research with strong theoretical underpinnings, and 2) novel methods and approaches, including case studies and frameworks, for envisioning and creating effective forms of online marketing.