2016年耶鲁-市场营销书目.pdfVIP

YALE READING LIST CONSUMER BEHAVIOR A. CHOICE MODELS 1. Meyer, Robert J. and Barbara E. Kahn, “Probabilistic Models of Consumer Choice Behavior,” in Thomas S. Robertson and Harold H. Kassarjian, eds., Handbook of Consumer Behavior, Prentice-Hall (1991), 85-123. 2. Buchanan, Bruce S. and Donald G. Morrison, “Measuring Simple Preferences: An Approach to Blind, Forced Choice Product Testing,” Marketing Science, Vol. 4, No. 2 (Spring 1985), 93-109. 3. Guadagni, Peter M. and John D.C. Little, “A Logit Model of Brand Choice Calibrated on Scanner Data,” Marketing Science, Vol. 2, No. 3 (Summer 1983), 203-238. 4. Seetharaman, P.B. and Pradeep Chintagunta, “A Model of Inertia and Variety- Seeking with Marketing Variables,” International Journal of Research in Marketing, Vol. 15, No. 1 (1998), 1-17. 5. Erdem, Tulin and Michael P. Keane, “Decision-making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets,” Marketing Science, Vol. 15, No. 1 (1996), 1-20. B. MODELS OF CUSTOMER SATISFACTION / LOYALTY 1. Fornell, Claes, “The Quality of Economic Output: Empirical Generalizations About Its Distribution and Relationships to Market Share,” Marketing Science, Vol. 14, No. 3, Part 2 (1995), G203-211. 2. Johnson, Michael D., Eugene W. Anderson, and Claes Fornell, “Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework,” Journal of Consumer Research, Vol. 21, No. 4 (March 1995), 695-707. 3. Simester, Duncan I., John R. Hauser, Birger Wernerfelt, and Roland T. Rust, “Implementing Quality Improvement Programs Designed to Enhance Customer Satisfaction: Quasi-Experiments in the United States and Spain,” Journal of