Journal of Marketing Research : Volume XLIX Number 6 December 2012

Abstract

1. Introduction to the special section on "Marketing Dynamics". 2. Repositioning dynamics and pricing strategy. 3. Advertising and consumer awereness of new, differentiated products. 4. Discovering how advertising grows sales and builds brands. 5. New drug diffusion when forward-looking physicians learn from patient feedback and detailing. 6. Determining consumers\u27 discount rates with field studies. 7. Dynamic brand satiation. 8. Visual influence and social groups. 9. When guilt begets pleasure: THe positive effect of a negative emotion. 10. When talk is "free": The effect of tarriff structure on usage under two- and three-part tarrifs. 11. The best of both worlds? Effects of attribute-included goal conflict on consumption of healthful indulgences. 12. Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects. 13. Guilt versus shame: Coping, fluency, and framing in the effectiveness of responsible drinking messages. 14. How attribut quantity influences option choice. 15. It\u27s not whether you win or lose, it\u27s how you play the game? The role of process and outcome in experience consumption. 16. more than fit: brand extension authenticity. 17. Influence of warm versus cool temperatures on consumer choice: A resource depletion account. 18. The "Response-to-failure" scale: Prediting behavior following initial self-control failure