Donald E. Sexton

Managing Brands In a Prickly Digital World

As a young boy, I remember ordering a stamp collection that looked wonderful in a full-page advertisement in what we now would call a “graphic novel,” but back then we called it a comic book. With considerable anticipation, I waited for the package to arrive only to find that the “stamp

A Microeconomic Model of the Effects of Advertising

In the study of consumer behavior, economics and marketing may perhaps seem headed on divergent paths. Economic models of man typically appear deterministic, while marketing models of man often are stochastic. This article links the microeconomic theory of demand (in a oligopoly situation) to a simple stochastic model of consumer behavior and, with data for one product, compares the empirical success of that model with those of various other models found in the literature.

Consumer Panels in the Arts, Or the Walrus and the Carpenter from the Oysters' Point of View

Abstract Major gaps in our knowledge of arts and cultural audiences can be researched using a technique common in business marketing, the consumer panel. Jeffri and Sexton alert the reader to data forthcoming from their use of a consumer panel to investigate audience behavior in relation to arts and cultural institutions and events.