Your mileage may vary: Managing untargeted consumers’ reactions to promotions

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

Regression Models for Categorical and Limited Dependent Variables.

MTW, J. Scott Long · Journal of the American Statistical Association · 1997 · 7K citations

Public Health, Biostatistics, Categorical Data Analysis +10

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Judith A. Chevalier, Dina Mayzlin · Journal of Marketing Research · 2006 · 5.9K citations

Business, Marketing, Marketing Management +15

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Gary E. Bolton, Axel Ockenfels · American Economic Review · 2000 · 5.5K citations

Social Sciences, Behavioral Sciences, Economics +14

Maximum Likelihood Estimation of Misspecified Models

Halbert White · Econometrica · 1982 · 4.1K citations

Business, Biostatistics, Econometrics +16