Zapping and Its Impact on Brand Purchase Behavior

A Logit Model of Brand Choice Calibrated on Scanner Data

Peter M. Guadagni, John D. C. Little · Marketing Science · 1983 · 1.8K citations

Customer Satisfaction, Economics, Scanner Data +15

Impact of Sales Promotions on when, what, and how Much to Buy

Journal of Marketing Research · 1988 · 972 citations

Marketing Analytics, Consumer Uncertainty, Brand Strategy +16

Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time

Thomas J. Olney, Morris B. Holbrook, Rajeev Batra · Journal of Consumer Research · 1991 · 557 citations

Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice

Gerard J. Tellis · Journal of Marketing Research · 1988 · 524 citations

Customer Satisfaction, Behavioral Decision Making, Consumer Study +18

Evaluating the Impact of Advertising Media Plans: A Model of Consumer Purchase Dynamics Using Single-Source Data

James H. Pedrick, Fred S. Zufryden · Marketing Science · 1991 · 94 citations

Marketing, Marketing Analytics, Advertising Media +15